Schukin A. Conceptual approach to managing risk in marketing innovation activity.

Abstract

The article describes and systematizes the methods of market risks in innovation activity. It is established that the management of new types of products that are not focused on demand products, and offer ideas on innovation, innovation is classified according to the intentions of the following characteristics: volume; feature; complexity; severity; value; risks. Success in business management provided provided a flexible and adequate adaptation to the environment, accounting and risk management. In the article there are the category of risk and market risk. The conceptual apparatus to the essence of the concept of "marketing risks in innovation enterprises" are improved and are defined as a set of risks that arise at all stages of the life cycle of innovative products and reflects the degree of deviation from the objectives as failures, the amount of damages under the influence of internal and external factors the implementation of marketing activities. Risk classification marketing innovation of enterprises highlights the risks of a false choice target segment, the lack of market segmentation, selecting false sales strategy, ineffective advertising campaign, insufficient funding for innovation, failure of commercial contracts associated with the rights of ownership of an innovative project are improved. The article gives step by step algorithm qualitative analysis of marketing and risk behavior of his subjects to adopt; scheme of quantitative analysis of the marketing risk. The author grouped the following methods in risk management of marketing innovation of enterprises avoidance, localization, dissipation compensation, retention, transfer, reduce marketing risks.