The goals and principles of standardization in the mechanism for implementing the strategy of innovation development

Underestimation of the role of patent and marketing services in developing and implementing an innovation development strategy adversely affects the competitiveness and expansion of markets for goods and services, leading to currency losses in technology trade. In the country, licensing agreements are concluded mainly between domestic entities, and only a small proportion of them are in the CIS countries. The sale of licenses to firms in industrially developed countries is either insignificant (less than 1% of concluded contracts) or completely absent. From this it follows that patent owners either do not know how to sell the results of intellectual activity or in their inventions the basic principles of standardization are not observed, the products do not meet the needs of potential buyers.

For the successful sale of licenses, at least technical (technological) and economic evaluation of the results of R & D and invented inventions is required to see if they comply with the principles of standardization, the availability of manufactured samples to demonstrate their parameters, the organization of advertising and PR companies, the search for and Establishment of contacts with potential buyers, experience of technical and commercial negotiations. The whole complex of works on the sale of licenses is impossible without the help of professional specialists: patent specialists, marketing specialists, lawyers, intellectual property management consultants and other specialists who know the principles of standardization and international marketing.

Depending on the business strategy of the organization (leadership strategy, improvement strategy, strategy for rapid development of new markets, strategy for developing new products, diversification strategy , etc.), it is necessary to have an adequate model for managing its implementation, which would strictly take into account the market goals and principles Standardization of products.

Generally, such a model for the management of the development of a new product involves several stages, but the determining stage in this model is the development of the concept of a new product that includes its planned characteristics and goals, preliminary estimates of the necessary resources, analysis of barriers to entry, and evaluation of possible revenues. The concept should be based on the reliability of information, the possibility of providing benefits, the degree of satisfaction of market needs, the estimated selling price, and the characteristics of potential markets.

Working out the variants of the concept, checking and choosing the most acceptable (in terms of the fact that the principles of standardization are not violated and the needs of potential buyers are not violated) requires deep patent information and marketing research, technical and economic evaluation of research results, validity of ideas and inventions. Based on this, a decision is made to develop a new product.

At the stages of development and experimental verification, the issues of identifying the owner of the results of research and development, as well as the distribution of rights to them between the customer, the investor, performers and authors of inventions and industrial designs. Simultaneously, the patentability of technical solutions is investigated and patenting of the created industrial property objects is carried out. When allocating rights to intellectual property objects, as a rule, take into account the nature of contractual obligations, the contribution of each participant to the creation, legal protection and development of the production of a new product, the alleged participation in commercial use. At these stages, the market situation is analyzed, the technical level and technology of the new product are assessed, and the plans for the subsequent stages are specified. The production and modification of the prototype is accompanied by a check of the patent purity of the new product, an assessment of the extent to which the norms and principles of standardization, the assessment of the possible costs for its production and sale, and the adjustment of the marketing strategy are observed.

The stage is finished with the manufacture of an experimental batch of a new product, market tests, registration of a trademark. Market tests allow you to determine the compliance of product parameters inherent in the development of the concept, as well as safety conditions and environmental requirements. The ultimate goal of this stage is to determine the possible demand, sales volume, price policy.

Based on the results of market tests, a decision is taken to organize a batch production, suppliers of materials and components are identified, a new product is certified, sales plans are specified, specific commodity markets are determined, and a service system is created.

At the commercial implementation stage, the possibility of selling associated licenses for modern technologies created during the implementation of the innovative project is also being developed.

Certainly, models of management of innovation activity and intellectual property will differ depending on the type of organization (research, design, industrial enterprises, small innovative firms, etc.), the chosen strategy, intellectual potential, organizational structure, investment capital And other factors. In addition, a developed infrastructure is needed to support innovative development (relevant organizations, funds, institutions), creating favorable conditions (laws and regulations, taxation system) to stimulate entrepreneurial activity.