Received 28.02.2024, Revised 24.06.2024, Accepted 26.08.2024

Marketing of innovations of engineering enterprises

Anna Vitiuk

The paper reveals the existing weakening of the positions of machine-building enterprises on the market, which is caused by a decrease in the competitiveness of their products, which is associated with the absence of innovative processes. The main arguments regarding the expediency of innovations by machine-building enterprises have been revealed. The factors that determine marketing measures to create the necessary conditions for finding productive changes at machinebuilding enterprises have been determined. The peculiarities of the implementation of machine-building products, which affect measures of innovation marketing, have been revealed. Circumstances determining the application of marketing innovations in the machine-building industry have been established. The discrepancy between the measures of innovation marketing applied by machine-building enterprises and the general development trends of the machine-building industry in the world was revealed. The main directions of development and the leading directions of production of machine-building enterprises are determined, among which the most important are the production of electric vehicles, nanoengineering, the use of online applications in machine-building, the comprehensive autonomy of the use of artificial intelligence, the use of "big data" in machine-building, increasing the level of complexity of machine-building products, the application of the concept "digital double" etc. It has been proven that the orientation of marketing innovations on such leading areas of production can provide machine-building enterprises with active development. The article emphasizes that the use of innovations in mechanical engineering becomes an exclusive necessity, which prevents the risks of losing relevance in the market of modern industry. It has been established that modern trends in technological innovations have already created new business models and opportunities for mechanical engineering, following which determines the future prospects of development and work in the market of mechanical engineering products

marketing; innovation; mechanical engineering; technologies; equipment
83-89
Vitiuk, A. (2024). Marketing of innovations of engineering enterprises. Innovation and Sustainability, 4(3), 83-89. https://doi.org/10.31649/ins.2024.3.83.89

References

[1] Vitiuk, A.V. (2022). Engineering enterprises in Ukraine: Technical and economic characteristics. Ekonomika ta derzhava, 9, 57-62. doi: 10.32702/2306-6806.2022.9.57.

[2] Kernytska, M.I. (2008). Innovation process and innovation activity at machine-building enterprises. Retrieved from https://www.rusnauka.com/26__SSN_2008/Economics/34742.doc.htm.

[3] Fedorovych, R.V. (2014). The tasks of marketing at different stages of the innovation process. In Ⅳ International Scientific and Practical Conference “Theoretical and Applied Aspects of Economic Development” (pp. 125-128). Ternopil: TNTU.

[4] Vitiuk, A.V., & Koliadenko, N.A. (2019). Using electronic platforms to sell mechanical engineering products. The Problems of Economy, 4, 127-134. doi: 10.32983/2222-0712-2019-4-127-134.

[5] Rykovanova, I.S. (2021). Logistics of supplying production equipment to the enterprise. (PhD dissertation, Lviv Polytechnic National University, Lviv, Ukraine).

[6] Kurbatska, L., & Kadyrus, I. (2020). Implementation of marketing innovations in the activity of industrial enterprises. Ekonomika ta derzhava, 4. 187-190. doi: 10.32702/2306-6806.2020.4.187.

[7] Nekhai, V.V., & Volkova, S.O. (2023). Marketing in the management of engineering enterprises. Scientific papers of Dmytro Motornyi Tavria state agrotechnological university (economic sciences), 1(47), 22-32. doi: 10.31388/2519-884X-2023-47-22-32.

[8] Kuz, T. (2010). Marketing of innovative products of machine-building enterprises. In ⅩⅣ Scientific Conference of Ternopil National Technical University named after Ivan Puluj “Humanities, Social and Economic Sciences” (pp. 7). Ternopil: TNTU.

[9] Nikolaychuk, M.V., & Driukova, L.V. (2009). Marketing of innovative products of machine-building enterprises in the system of changes in global priorities for the development of foreign markets. Herald of Khmelnytskyi National University, 5(1), 138-141.

[10] Svistunov, A. (2020). World and domestic trends of the machine-building industry development. Scientific Bulletin of the Uzhhorod National University, 34, 173-179. doi: 10.32782/2413-9971/2020-34-29.

[11] Ryvak, N. (2022 Global trends in the technological transformation of the engineering industry. Economic Journal of Lesya Ukrainka Volyn National University, 1, 76-86.