The innovation process involves the preparation andimplementation of product changes and is formed from interrelated phases. As a result, a solution is implemented and used. In the implementation of this process, diffusion of innovations is of particular importance. The essence, stages, innovative roles of enterprises in this phenomenon will be considered in the article.
What is meant by the diffusion of innovation?This phenomenon involves the spread in time of the once-mastered and used solution in new places or conditions. Their production is of a cyclic nature. This is taken into account in the formation of flexible management systems and organization of the economy. The process of innovation diffusion proceeds according to certain regularities. In the course of it, mass dissemination of knowledge is achieved, which have been materialized in the form of new technologies and products.
Having an idea of what is usually called diffusion of innovations, it is necessary to dwell in detail on the stages of creating a new object. There are four of them:
The first stage is created directlythe concept of a future product. It is based on the scientific and technical and economic potential of the organization, the results of analysis of data on the expected demand, the current market situation, opportunities and constraints in the development of products. Equally important is the assessment of the competitive positions of other producers. As a result of the research stage, a conclusion is drawn about the key parameters of the new product, the technical feasibility of its release, and the economic feasibility of the creation.
At the next stage, based on the developedconcept is carried out designing. In the course of it, detailed elaboration of the future product, development of experimental designs, creation and testing of prototypes, drawing up of drawings is carried out. At the production stage, the ecological, planned and organizational preparation of the release and subsequent development of the facility is carried out. During the commercial stage, a set of measures is implemented to promote a new product on the market. These include, among other things, marketing research, the creation of a sales and service system. Actually, at this stage there is a diffusion of innovations.
It involves two key steps:
The first stage involves the costs of implementationresearch and development activities. After the product is created, it begins to be marketed and sold. Commercialization consists, in turn, of the following stages:
The latter takes place due to obsolescence of the product, a decrease in interest to it from consumers.
Considering the concept of diffusion of innovations,it should be noted that its effectiveness is based on the practical division of new products. Thus, depending on the level of novelty, fundamental (basic) and current (improving) innovations are singled out. The first are fundamentally new products and technologies for a specific field. Improving products are modernized goods and services existing on the market. It is necessary to emphasize the importance of this classification and note that only basic innovations can provide the organization's competitive advantages in the long term. Accordingly, the company will occupy a leading position in the market.
According to its content, innovations can beproduct, technological, organizational and economic. The first are related to the improvement of a certain product. The second concerns the development or modernization of technology or technology. The latter affect the problems of the financial and economic and organizational and managerial spheres.
The product must embody a new oran improved idea, successfully implemented on the market and, accordingly, making a profit. In practice, various plans have been worked out, on which innovation diffusion takes place. Let us cite one of them. It consists of 11 steps:
As can be seen, the diffusion of innovation is based onfirst of all on marketing analysis. Its results allow us to develop really new solutions to improve the product or create an unknown object. Of no small importance is the study of consumer demand. After all, if the product is uninteresting to the buyer, the diffusion of innovations will lead to nothing. Innovation will spread to the market, but will not be used.
The company's innovative activity is focusedfirst of all, to increase the competitiveness of the products it produces. In order for the company to work effectively, it is necessary to form a team of the best employees who would be freed from current tasks. This will allow them to concentrate directly on the process of product improvement.
It should be said that innovation activitymay not be permanent, especially in small enterprises, where it is, in general, impossible. At the same time, the company must have an employee responsible for the effectiveness of the innovation. It must ensure timely detection and replacement of obsolete products, technologies, equipment. This employee is responsible for a comprehensive, thorough analysis of activities, development of innovative operations.
Enterprise management should be carried outso that staff perceive innovation not as a threat, but as a sufficiently favorable opportunity. Every employee needs to be aware that innovations act as the most effective way to maintain and strengthen the company. Moreover, staff should understand that innovations guarantee employment and welfare.
The main goal of the enterprise is maximizationincome. The main task of innovation work is to obtain a certain number of innovations in the form of newly created or improved products, technologies, raw materials, management methods and so on. This activity is key to maximizing profits. Innovative work can be conducted in different directions. They are embodied in projects aimed at developing or developing new products or technologies. Management personnel must perform a comparative analysis of the profitability of each of the areas of innovation. This is especially true for domestic companies, as many of them are experiencing a crisis and do not have enough financial resources to carry out innovation activities. Comparative analysis will allow you to compare the profitability of alternative directions. The research indicators are the most important tool for justifying decisions in the field of innovation.
