study of the topic should start with definitions that will help to recall what "innovation" and "management".The term "management» (management), in accordance with paragraph 3.2.6 of GOST R ISO 9000 (2008) should be understood as coordinated action on the management and administration of the organization.He has long been standardized and widely used.The term "innovation" was introduced for the first time to GOST R 54147, paragraph 3.1.2.9 (revised 2010).In English it sounds as «innovation» (literally translates "in the direction of the updates" or "change in direction").It is usually interpreted the final result of innovation, which is realized in the market, in the form of new or changed (improved) product or process, is applied in practice.
innovation can be any innovation, but only what increases the efficiency.All terms used by innovative management, standardized GOST R 54147. Standard applies to the Russian Federation from September 2011.
In other words, innovation is the result of intellectual activity, which is in the form of goods or services has certain characteristics and consumer demand in the market.The essence of innovation management is a set of interrelated actions which are aimed at achieving competitiveness and maintaining the viability of the organization.Through the mechanism of management of innovative processes, the idea becomes a commodity.In the initial stage (the stage of the debt) conducted research, carried out the design and construction, which are then transferred to the next stage, called "lifecycle."For innovative idea also applies ZHTSP term that means the period from the inception of the author of the idea to use it in the consumer innovation.
Innovation management is critical to the continued success of any company.The long-term business sustainability can be defined properly to direct the organization the ability to innovative resources to address the challenges associated with market and economic conditions.In a rapidly changing external environment, the effective management of innovation has become an important requirement for ensuring the competitiveness of not only products, but even for the survival of companies.As a rule, investments are focused on developing new products, services or technologies.However, the types of innovations that can improve performance, extend far beyond that.They also relate to changes in business processes.Therefore, a key objective is to continuously identify current trends and successful investment policy.
Innovation Management includes a set of tools that allow managers and specialists to operate effectively to achieve business processes.The main focus is to create the conditions and tools within the organization to enable it to react quickly to external changes, leveraging the internal capabilities and creative efforts to introduce new ideas, processes or products.Importantly, innovation management can not be equated to the R & D, as it comes to the inclusion of work processes at all levels and functions that facilitate the creative development of the company, including production and marketing.Using the appropriate tools of innovation management, senior management may initiate and implement creative approaches for the further development of the company.
techniques and methods of innovation management should be aimed at improving the competitiveness of the company.For this purpose, it is useful:
Marketing Innovation.This demand management innovation through market research, planning, production innovation, establish communications, pricing policy, the organization promoting innovation with simultaneous deployment in customer service.
Reengineering allows fundamentally rethink and radically redesign business processes to achieve the abrupt and noticeable improvements in performance (quality, cost, service, promotion rates), characterizing the activities of the company.
Benchmarking is used to study the activities of competitors, in order to develop measures to improve its business, including through the use of positive experience.
Brand strategy is needed for a comprehensive study of the company's image, created by promoting their brands on the market.
price method allows the mechanism to influence the price of the implementation of innovative projects.
fronting or fronting the market is, in fact, the operation to capture the market of a competitor.The main point in this case - the choice of the price at which innovative solutions will be sold, usually uses the principle - if only it was purchased.
Availability innovative base could become a key component for effective continuous change, which increases the ability of businesses to generate customer value of its products as a result of the process.The most important element of this structure in the decision-making process is the compilation of a list of ideas.For large organizations, innovative investments are considered to be part of the total investment portfolio of business solutions.
