Mechanism of Promotion and Commercialization of Goods and Services in Current Situation
https://doi.org/10.21686/2413-2829-2023-173-186
Abstract
In the current crisis situation small and medium business cannot survive and develop, in case it has no advantages to its competitors in development and introduction of new goods and technologies into market. The key factor of today’s company competitiveness is the ability to combine off-line and on-line technologies of communicating with consumers of its goods and service. The article provides definitions of such notions as ‘promotion’, ‘commercialization’, ‘mechanism’ and studies effective ways of commercialization of innovative products covering certain needs of home and overseas markets. The impact of mechanisms of governmental and non-governmental regulation and support of enterprises was shown, as well as tools, both available and newly appearing, of promotion and commercialization, including tools of developing transport and logistical infrastructure. On the basis of trends in business developing and progressing revealed in implementing national projects and analysis of overseas markets open for promotion and commercialization of goods and service the article puts forward a mechanism of promotion and commercialization of goods and services, including those with innovative character and offered in new sphere of social and economic activity. This mechanism acts as a combination of two elements: internal, that covers enterprises and self-employed people and external, that includes mechanisms of governmental and nongovernmental regulation and support of enterprises.
About the Authors
L. P. Goncharenko
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Lyudmila P. Goncharenko - Doctor of Economics, Professor, Honorary Worker of Higher Professional Education of the Russian Federation, Director of the Research Institute "Innovative Economics", Professor of the Department for Management Theory and Business Technologies of the Higher School of Management
36 Stremyanny Lane, Moscow, 115054
G. A. Timoshenko
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Georgiy A. Timoshenko - PhD, Leading Researcher of the Research Institute "Innovative Economics" of the Higher School of Management
36 Stremyanny Lane, Moscow, 115054
References
1. Barinov V. M. Organizatsionno-ekonomicheskiy mekhanizm stimulirovaniya innovatsionnoy deyatelnosti posredstvom nalogovykh instrumentov. Diss. kand. ekon. nauk [Organizational and Economic Mechanism of Stimulating Innovation Activity through Tax Instruments. PhD diss]. Stavropol, 2010. (In Russ.).
2. V Minpromtorge Rossii sostoyalos soveshchanie po voprosam razvitiya proizvodstva meditsinskoy tekhniki [The Ministry of Industry and Trade of Russia Held a Meeting on the Development of the Production of Medical Equipment]. (In Russ.). Available at: https://rspp.ru/events/news/v-minpromtorge-rossii-sostoyalos-soveshchanie-po-voprosamrazvitiya-proizvodstva-meditsinskoy-tekhni-6274 dbea6ced3/(accessed 05.06.2023).
3. Zakupki kompaniy s gosuchastiem u MSP v tekushchem godu prevysili 3 trln rubley [Purchases of companies with state participation from SMEs this year exceeded 3 trillion rubles]. (In Russ.). Available at: https://www.economy.gov.ru/material/news/zakupki_ kompaniy_s_gosuchastiem_u_msp_v_tekushchem_godu_prevysili_3_trln_rubley.html (accessed 19.06.2023).
4. Zubkov A. S. Sozdanie effektivnoy modeli kommertsializatsii innovatsiy [Creating an Effective Model of Commercialization of Innovations]. Problemy sovremennoy ekonomiki [Problems of Modern Economy], 2017, No. 2 (62), pp. 86–88. (In Russ.).
5. Rosturizm zapustil 3 novye grantovye programmy v turizme [Rostourism has launched 3 new grant programs in tourism]. (In Russ.). Available at: https://moybiznes.rf/novosti/ news/rosturizm-zapustil-3-novye-grantovye-programmy-v-turizme (accessed 21.10.2022).
6. Sdelano v regionakh – Sdelano v Rossii. Sinergiya mer podderzhki [Made in the regions – Made in Russia. Synergy of support measures]. (In Russ.). Available at: https://www. exportcenter.ru/press_center/forum-sdelano-v-rossii-sdelano-v-regionakh-sdelano-v-rossiisinergiya-mer-podderzhki/ (accessed 26.06.2023).
7. Stalo izvestno, kak kitayskie avtoproizvoditeli sobirayutsya zakhvatit rynok Rossii [It became known how Chinese automakers are going to capture the Russian market]. (In Russ.). Available at: https://rg.ru/2022/10/16/stalo-izvestno-kak-kitajskieavtoproizvoditeli-sobiraiutsia-zahvatit-rynok-rossii.html (accessed 24.06.2023).
8. Chalenko A. Yu. O ponyatiynoy neopredelennosti termina «mekhanizm» v ekonomicheskikh issledovaniyakh [On the Conceptual Uncertainty of the Term "Mechanism" in Economic Research]. Ekonomika promyshlennosti [Industrial Economics], 2010, Vol. 3, No. 51, pp. 26–33. (In Russ.).
9. 76% polzovateley sotsialnykh setey sovershayut v nikh pokupki – issledovanie Bazaarvoice [76% of social media users make purchases in them – Bazaarvoice study]. (In Russ.). Available at: https://ppc.world/news/76-polzovateley-socialnyh-seteysovershayut-v-nih-pokupki-issledovanie-bazaarvoice/ (accessed 16.06.2023).
Review
For citations:
Goncharenko L.P., Timoshenko G.A. Mechanism of Promotion and Commercialization of Goods and Services in Current Situation. Vestnik of the Plekhanov Russian University of Economics. 2023;20(5):173-186. (In Russ.) https://doi.org/10.21686/2413-2829-2023-173-186
Views:
257
Email this article 