A Strategy of a New Product Launch on the B2B Market in Highly Competitive Conditions
The purpose of this study is to substantiate the effectiveness of the author's methodology for developing a strategy for bringing a new product to the b2b market in highly competitive conditions. The tasks are to summarize the existing approaches to developing a strategy for bringing a new product to the b2b market in highly competitive conditions; to identify the distinctive features of the strategy of launching a new product on the b2b market in highly competitive conditions; to propose an author's methodology for developing a strategy for bringing a new product to the b2b market in highly competitive conditions and to justify its effectiveness. The research hypothesis is based on the assumption that the use of the author's methodology for developing a strategy for launching a new product on the b2b market in highly competitive conditions will increase the effectiveness of the implementation of the innovation strategy. As a result of the study, it was determined that an effective strategy for bringing a new product to the b2b market in highly competitive conditions has the following characteristics: it is part of the corporate strategy of the enterprise; takes into account the peculiarities of decision-making in corporate procurement; has a short planning horizon, implies a competent presentation of prototypes, has confirmation of the value of a new product for customers; provides increased attention to information security implementation of innovative solutions. When developing a strategy for bringing a new product to the b2b market in highly competitive conditions, one should start from the possibilities of implementing innovative projects at this enterprise, the readiness of the company's organizational structure to implement new ideas, the formation of the necessary business climate within the company.