Abstract
The article is devoted to the study of marketing concepts related to innovative products. Modern marketing theory concerning innovative startups is underdeveloped. There is no basic marketing framework without which startupers can hardly understand what can be and should be done for success. Now, the determining factor of startup development is practice, and theory states and explains principles based on developed cases. The proposed material examines approaches to the organization of innovative startup marketing. It is shown that marketing should be dramatically reordered at pre-startup and startup stages. At the PreSeed stage, marketing is focused on prediction to assess the market opportunities of the future product. At the Seed stage, the product is developed and adjusted to the demands of future consumers, therefore marketing is targeted at understanding their needs. At this stage, it is proposed to implement Agile techniques, which allow us to accelerate the development. MVP sales is launched among the first innovative customers and marketing events are developed and held. Further growth of innovative product sales requires modification of the marketing mix and its extension to strategic marketing. Finally, we get a combined marketing model of an innovative startup with all the above stages.
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The reported study was funded by RFBR, project number 20-010-00233.
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Tokarev, B., Shkarovskiy, S., Soldatova, N. (2021). Concept of Marketing Models Combining at Stages of Innovative Startup Implementation. In: Popkova, E.G., Sergi, B.S. (eds) "Smart Technologies" for Society, State and Economy. ISC 2020. Lecture Notes in Networks and Systems, vol 155. Springer, Cham. https://doi.org/10.1007/978-3-030-59126-7_184
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