Strategy for promoting innovative products in international markets
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Date
2023
Journal Title
Journal ISSN
Volume Title
Publisher
Akademické sdružení MAGNANIMITAS
Abstract
The study proposes methodological approaches for promoting innovative products in international markets. Peculiarities of international promotion and barriers to innovation diffusion in the market have been identified. The proposed strategy formation model for promoting innovations in international markets takes into consideration the characteristics of the innovation, consumer behavior patterns, and consumer resistance to innovations. A specific innovative product in the US market is selected to test the model, and marketing research is conducted. The marketing research outcomes include insights into consumer motivations, and perception of innovations in the US plant-based meat market, which can serve as valuable input for companies while their promotion.
Description
Keywords
innovative product, promotion strategy, international markets, international economic activity
Citation
Strategy for promoting innovative products in international markets / Olga Prygara, Tetiana Nagachevska, Alla Starostina [et al.] // AD ALTA. – 2023. – Vol. 13, Iss. 1. – P. 222–228.