Application of technological innovations in marketing activities of the enterprise

This article presents the results of the study of problems related to the management of business activity of high-tech companies, the key components of which are include innovation and marketing activities. These components of entrepreneurial activity are interrelated, because as innovation activity...

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Main Authors: Onaltayev Darkhan, Kazhmuratova Aigerim, Akhmetkaliyeva Sandygul, Malikova Rilla, Yelyubayeva Aliya
Format: Article
Language:English
Published: EDP Sciences 2019-01-01
Series:E3S Web of Conferences
Online Access:https://www.e3s-conferences.org/articles/e3sconf/pdf/2019/61/e3sconf_itese18_04046.pdf
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author Onaltayev Darkhan
Kazhmuratova Aigerim
Akhmetkaliyeva Sandygul
Malikova Rilla
Yelyubayeva Aliya
author_facet Onaltayev Darkhan
Kazhmuratova Aigerim
Akhmetkaliyeva Sandygul
Malikova Rilla
Yelyubayeva Aliya
author_sort Onaltayev Darkhan
collection DOAJ
description This article presents the results of the study of problems related to the management of business activity of high-tech companies, the key components of which are include innovation and marketing activities. These components of entrepreneurial activity are interrelated, because as innovation activity increases, so does the need for increased marketing activity to ensure that the market is ready to consume new products. In turn, it creates conditions for a wide release of innovations and rapid return on investment. It is proposed to evaluate and regulate innovation and marketing activities are carried out using a combination of provided indicators and models. For successful management of innovation and marketing activities relevant mechanisms are required. The article describes their methodological features. Three types of strategic orientations are also considered: customer, technology and combined customer / technology orientation. We analyze their direct impact on the effectiveness of innovation, as well as the deterrent effect of marketing management in terms of the marketing mix about these relationships.
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spelling doaj.art-97875653cfa1415795f2b0299d93a0442022-12-21T22:04:58ZengEDP SciencesE3S Web of Conferences2267-12422019-01-011350404610.1051/e3sconf/201913504046e3sconf_itese18_04046Application of technological innovations in marketing activities of the enterpriseOnaltayev Darkhan0Kazhmuratova Aigerim1Akhmetkaliyeva Sandygul2Malikova Rilla3Yelyubayeva Aliya4Al-Farabi Kazakh National UniversityAl-Farabi Kazakh National UniversityAl-Farabi Kazakh National UniversityAl-Farabi Kazakh National UniversityAl-Farabi Kazakh National UniversityThis article presents the results of the study of problems related to the management of business activity of high-tech companies, the key components of which are include innovation and marketing activities. These components of entrepreneurial activity are interrelated, because as innovation activity increases, so does the need for increased marketing activity to ensure that the market is ready to consume new products. In turn, it creates conditions for a wide release of innovations and rapid return on investment. It is proposed to evaluate and regulate innovation and marketing activities are carried out using a combination of provided indicators and models. For successful management of innovation and marketing activities relevant mechanisms are required. The article describes their methodological features. Three types of strategic orientations are also considered: customer, technology and combined customer / technology orientation. We analyze their direct impact on the effectiveness of innovation, as well as the deterrent effect of marketing management in terms of the marketing mix about these relationships.https://www.e3s-conferences.org/articles/e3sconf/pdf/2019/61/e3sconf_itese18_04046.pdf
spellingShingle Onaltayev Darkhan
Kazhmuratova Aigerim
Akhmetkaliyeva Sandygul
Malikova Rilla
Yelyubayeva Aliya
Application of technological innovations in marketing activities of the enterprise
E3S Web of Conferences
title Application of technological innovations in marketing activities of the enterprise
title_full Application of technological innovations in marketing activities of the enterprise
title_fullStr Application of technological innovations in marketing activities of the enterprise
title_full_unstemmed Application of technological innovations in marketing activities of the enterprise
title_short Application of technological innovations in marketing activities of the enterprise
title_sort application of technological innovations in marketing activities of the enterprise
url https://www.e3s-conferences.org/articles/e3sconf/pdf/2019/61/e3sconf_itese18_04046.pdf
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