The object of research is the process of formation of commodity innovation policy of dairy enterprises.
The subject of the study is the theoretical and methodological and practical provisions for the formation of commodity innovation policy of the dairy industry.
Research methods: theoretical generalization, qualitative analysis and synthesis, statistical analysis, expert evaluations, pairwise comparisons, multicriteria decision making (TOPSIS).
Improved:
- scientific and methodological approach to determining the level of novelty of goods by its types and integrated indicator of the level of novelty, which allows to compare any arbitrary goods and is based on the principles of building a hierarchical structure of production and consumer novelty of goods, modeling VCT, method of hierarchy the level of innovation activity of enterprises and is a prerequisite for the formation of commodity innovation policy;
- methodological tools for assessing the level of significance of product novelty as a measure of its importance for the formation of the optimal product range in the product innovation policy of the enterprise, which is based on the developed criteria for determining the level of product significance from the point of view of the enterprise. new products by the method of making multi-criteria decisions TOPSIS, categorization of characteristics of novelty of goods;
- scientific and methodological approach to substantiate the set of management actions for the analyzed new products based on determining their place in the product range, which is based on the identification of the class to which the new product belongs, according to the assessment of the novelty of new products by its types "Market novelty - Production novelty", "Consumer novelty - Production novelty", "Consumer novelty - Market novelty", which allows to formulate a number of management actions for the formation of product innovation policy;
was further developed:
- definition of "product policy" and "product innovation policy" with comprehensive consideration of the principles, methods and actions in relation to any product, timely review of the company's positions in accordance with constantly changing consumer and market requirements and providing production innovation opportunities that promote development scientific bases of the theory of formation of commodity innovation policy;
- the process of formation of commodity innovation policy, which is defined as a set of parallel and sequential stages, which are considered in the form of separate blocks: the block of research of the external environment; block of research of possibilities of the enterprise; block of implementation of actions of commodity innovation policy, which provides for the use of scientific and methodological tools for assessing the level of novelty and the level of significance of novelty to justify the product range and develop management influences during the formation of commodity innovation policy;
- classification of new products involves the division of new products into objectively new, partially new, relatively new, classification of types and levels of novelty of the product, which gives a structured division of novelty by its functional orientation, which allowed to determine the main components of a novelty, to form a structure novelty of goods, to offer indicators for assessing the novelty of goods for each of its types, to assess each type of novelty of goods according to certain criteria, which will allow companies to have a clear idea of the new product and determine management influences to work with the product range;
- definition of the concept of "degree of novelty" and "level of significance of novelty", which was an objective necessity for the formation of methodological tools for analysis, evaluation and justification of goods.
Scope: dairy industry.
