RESEARCH OF MOTIVATIONAL ASPECTS FOR MARKETING SUPPORT OF INNOVATIVE ACTIVITY OF INDUSTRIAL ENTERPRISES

Svitlana Kovalchuk, Tamara Lien

Abstract


The article is devoted to the theoretical grounding and development of practical recommendations for research and formation of motivational aspects for marketing support of innovative activity of industrial enterprises. Methodology of the research of marketing employees at industrial enterprises is revealed to clarify the motives of their behavior and the impact on existing businesses activity. Use of internal marketing is proposed to enhance the motivation of marketing employees for improving innovative activity of the enterprises. Application of motivational approach of the internal marketing is proved. This application is based on overcoming objections concerning innovation, study of internal incentives and opportunities for self-development and aims to result in a change and/or innovation, which is achieved through the formation of a balanced scorecard of marketing department, which is provides creation of preconditions to stimulate, support and development of innovation. Scientific and practical approaches are developed for the use of a balanced scorecard to determine sub-processes of marketing activities, as well as in assessing loyalty of the marketing employees.

Keywords


marketing; marketing support; innovative activity; marketing support of innovative activity

Full Text:

PDF

References


Koval'chuk, S. V. (2012). Aktualizacija marketyngovyh strategij v konteksti innovacijnogo rozvytku promyslovyh pidpryjemstv. Hmel'nyc'kyj: TPoligrafist-2, 280.

Dracheva, E. L., Lybman, A. M. (2003). Vnutrennyj marketyng v upravlenyy vnutrykorporatyvnyymy ryynkamy. Fynpress. Available at: http://mavriz.ru/articles/2003/2/171.html

Illjashenko, S. M.; Illjashenko, S. M. (Ed.) (2012). Innovacii' i marketyng – rushijni syly ekonomichnogo rozvytku. Sumy: TOV «Drukars'kyj dim «Papirus», 536.

Okunjeva, O. V. (2010). Analiz modelej vnutrishn'ogo marketyngu. Formuvannja rynkovoi' ekonomiky, 24, 137–146.

Golubovs'ka, O. A. (2013). Rol' vnutrishn'ogo marketyngu u procesi pidvyshhennja konkurentospromozhnosti pidpryjemstva Problemyy, tendencyy y perspektyvyy razvytyja myrovoj nauky. Aspekt, 13, 73–76.

Tel'nov, A. S. (2012). Motyvacijni aspekty innovacijnoi' dijal'nosti personalu promyslovyh pidpryjemstv. Visnyk Kam’janec'-Podil's'kogo nacional'nogo universytetu imeni Ivana Ogijenka. Ekonomichni nauky, 6, 129–132.

Golubovs'ka, O. A., Karpenko, V. L. (2009). Stymuljuvannja innovacijnoi' dijal'nosti na pidpryjemstvi na osnovi vykorystannja systemy zbalansovanyh pokaznykiv. Visnyk Hmel'nyc'kogo nacional'nogo universytetu. Ekonomichni naukyju, 2 (1), 30–34.

Goncharenko, A. V. (2011). Ynnovacyonnoe razvytye predpryjatyj: ynstytucyonal'nyye ogranychenyja y perspektyvyy. Elektronne naukove fahove vydannja «Efektyvna ekonomika», 12.

Koval'chuk, S. V. (2007). Vykorystannja marketyngovyh pidhodiv u formuvanni innovacijnogo potencialu pidpryjemstva. Visnyk Hmel'nyc'kogo nacional'nogo universytetu. Ekonomichni nauky, 6 (1), 180–185.

Golubovs'ka, O. A., Karpenko, V. L. (2009). Vykorystannja marketyngovyh doslidzhen' u formuvanni mehanizmu aktyvizacii' innovacijnoi' dijal'nosti na pidpryjemstvi. Visnyk LDI im. V. Chornovola, 5, 94–102.

Kadykova, I. M., Alf'orova, A. L., Chelranova, I. V. (2010). Zastosuvannja zbalansovanoi' systemy pokaznykiv dlja upravlinnja fakul'tetom VNZ. Ekonomika ta upravlinnja pidpryjemstvamy mashynobudivnoi' galuzi: problemy teorii' ta praktyky, 3 (11), 40–53.




DOI: http://dx.doi.org/10.21303/2504-5571.2016.00064



Copyright (c) 2016 Svitlana Kovalchuk, Tamara Lien

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN 2504-5571 (Online), ISSN 2504-5563 (Print)