Prygara, OlgaNagachevska, TetianaStarostina, AllaKuzioma, OlenaMoskaliuk, NataliiaМоскалюк, Наталія Петрівна2026-05-042026-05-042023Strategy for promoting innovative products in international markets / Olga Prygara, Tetiana Nagachevska, Alla Starostina [et al.] // AD ALTA. – 2023. – Vol. 13, Iss. 1. – P. 222–228.1804-7890https://ir.kneu.edu.ua/handle/2010/54395The 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.eninnovative productpromotion strategyinternational marketsinternational economic activityArticle