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Methodology of product positioning on high-tech markets


Irina Zakharenko
(about the author)

Zakharenko Irina Kimovna – Associate professor of the Chair of Marketing and Logistics, Candidate of Science, Economics, Financial University under the Government of the Russian Federation

Published in:
Russian Journal of Entrepreneurship
– № 22 / November, 2014



Keywords: branding of high-tech products, competition on the market of high-tech products, innovative economics, marketing of high-tech products, methodology of positioning, nanoindustry, nanoproducts


Citation:
Irina Zakharenko (2014). Methodology of product positioning on high-tech markets. Russian Journal of Entrepreneurship, 15(22), 53-64. — url: http://bgscience.ru/com/lib/4838


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Abstract:

A relatively new filed of researches for Russian scientists is the marketing of innovative products. A study of existing in the world practice technologies of promotion innovations and methods of innovative processes’ stimulating is nowadays especially topical for developing the own strategy of positioning as an effective tool of the marketing on high-tech markets. The research contains the study of foreign and Russian high-tech market, identification of a place and a role of Russia on the global market of nanoproducts, the study of applied technologies of innovative products’ promotion, features of positioning for each category of nanoproducts. The author reviews the methodology of positioning high-tech products basing on the specifics of Russian nanoindustrie’s development, formulates main goals and tasks of positioning, defines conditions which are necessary for choosing the correct positioning of nanoproducts. The author also explains the necessity of using the definition of effects of high-tech products for consumers as the basics of their positioning. Applying the proposed by the author the methodology of positioning of innovative products in practice will let developers of innovations successfully promote their innovations not only in the domestic but in the foreign high-tech market.







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