Abstract:

The article covers the issues of innovation commercialization in case of marketing efficiency on operational and strategic levels. The analysis of official statistical data and innovation theory publications enabled to distinguish the factors of poor innovation activity in Russia. The authors suggest the methodological approach to the industrial innovations probability of success, characterized by both the project economic performance estimation and the innovation’s market and product potential impact evaluation. The assessment of the industrial innovations potential includes the three aspects: marketing (marketing analysis), technical (technical and process analysis) and economic (business planning and risk analysis). Marketing analysis considers the innovation’s relevance for the specific market segment at the moment; technical and process test carries out the comparative analysis between the innovation and its existing counterparts in the context of economic, process and performance specifications; while the risk analysis ensures the cost efficiency evaluation of its implementation. The suggested methodology kit will facilitate the grounded decisions regarding the extension or termination of the industrial innovation commercialization.