Abstract:

The authors of the article consider the principles of application of patent data in conducting studies of the external environment of the organization. The article highlights the high need to assess the current position of the organization on the market, as well as determine the competitive advantages before bringing the innovative product to the market. Investigating the intellectual property market and determining the usefulness of intangible assets, the rights to which the company owns, analysts can identify the most suitable market segment for the introduction of an innovative product. Particular attention is paid in the article to technologies of building patent landscapes, which are a universal tool for visual demonstration of the conducted analytical studies.