The first one should be called an increase in the share of new products promoted to markets in their total volume, in connection with which there is a transition from the concentration of marketing organization in a special department or service of the company to a focus on marketing strategies in the activities of the entire company or enterprise and the approval of innovative marketing and management in its unity .
Companies now understand that marketing should not only be done by marketers, sales staff and service employees; Each company employee can influence customers when selling new products. As a result, modern companies are beginning to place emphasis on interdisciplinary teamwork in managing key processes.
The second trend in the development of modern marketing consists in the transition of companies, banks and other business structures in their marketing activities based on innovation, from organizing marketing by goods and services to marketing by customer segments. For example, this strategy is followed by the Rostov real estate company Nirlan, which combines in its activities the active purchase and sale of apartments and houses (where they started in the 90s), with the sale of housing in installments, in combination with mortgages and other new sales schemes and payment through the Novosel cooperative, as well as with work in the target segment of business real estate.
The third trend is the growing importance for innovative companies strategic marketing. It is he who aims the company at innovative and attractive economic opportunities and directions, adapted to its resources and advantages, providing the potential for increased profitability.
As the analysis showed, quite effective strategic marketing, focused on the production and sale of innovative goods, is implemented by the Regatta company, one of the leaders in the Rostov vodka market. TPA "Regatta" has mastered not only the Russian, but also a number of foreign vodka markets. The company produces 29 brands of vodka and liqueurs, of which “White Birch” and “Red Army” are exported abroad, belonging to the premium and superpremium classes, respectively. Regatta's products are quite successfully sold in neighboring countries (Azerbaijan, Armenia, Kazakhstan, Ukraine). The constant export of "Red Army" vodka has been established to two US states, where, according to the conclusions of the company's marketers, it enjoys steady demand.
Implementing an innovative strategy, the company combined two strategic approaches: a global marketing strategy for luxury goods and a technological innovation strategy (vodka purification goes through a triple path on four filters, as a result of which “Red Army” is the only vodka in the world that is prepared approximately two weeks).
The fourth trend of modern innovation marketing- transition from maintaining stable and little-changing market positions over a number of years to the constant search for new ones. The real manifestation of this trend can be illustrated by the very dynamic behavior in the markets of the Rostov company Atlantis-Pak, created in the 90s, but already occupying a leading position in Russia and the CIS in sales of polyamide sausage casings. In 2004, Atlantis-Pak took first place in the world in terms of production volumes of these products.
The fifth identified trend seems legitimate formulate as the increasingly expanding conduct of innovative marketing within the Internet space. At the same time, the penetration of these technologies is typical for almost all corporations, enterprises and even small firms. Each market entity considers the use of Internet technologies an indispensable attribute of successful marketing of their company.
Such technologies have led to the emergence of a completely new approach to doing business - e-commerce.
Purchasing goods, services and information from various online suppliers constitutes e-procurement. With the right approach, companies around the world are now saving millions of dollars. E-marketing is developing in the direction of informing customers, improving communications, promoting and selling goods and services via the Internet. “E” is now present in such concepts as e-financing, e-training, e-service. As renowned marketer K. Keller noted, “e” will eventually disappear as virtually all business becomes online.
The end of the 20th and beginning of the 21st centuries were marked by the creation of specialized Internet companies selling new goods and services exclusively via the Internet. Their goals : implementation on the Internet of a full business cycle, focused on making a profit from trading and purchasing activities or from the provision of services. Concept: creation of an interactive website that provides customer service (online orders, catalogs of goods and services, price lists, information, etc.); establishing a supply chain and warehouse system, if necessary; organization of an order delivery system; connection to payment acceptance systems via the Internet.
Similar online stores appeared in the late 90s in Russia. The city of Rostov-on-Don also has these business structures (about 1% of their total number in the total number of those represented), which constantly appear and disappear.
In connection with the activities of such companies, the problem of an e-commerce bubble has arisen. At the end of the 1990s, the capitalization of virtual firms reached astronomical levels. In some cases, it even exceeded the capitalization of companies such as United Airlines and PepsiCo. Virtual firms have been considered a major threat to traditional organizations. This was the case until 2000, when the investment frenzy stopped as abruptly as it began.
Currently, the idea that existed in the 90s about the superpowers of e-commerce and the omnipotence of virtual companies such as Internet providers, commercial websites, search engines, transactional, information and application websites has significantly transformed into the belief that in these companies must have their own good marketing and management, and they themselves can successfully serve both consumer and business markets.
It is in the B2B (business-to-business) sphere, the development of markets for which is another significant trend of the modern market system, that such companies make the most significant progress. Business sites (business-to-business, B 2B) are not only not inferior to, but even ahead of consumer sites in terms of the volume of commercial transactions. With the development of such sites, fundamental changes are taking place in the relationship between suppliers and buyers. Companies use business auctions, banner mechanisms, online product catalogs, barter sites and other online resources.
In Canada, for example, it is through Internet companies that a significant part of the retail loans provided goes through. The effectiveness of joint work of financial institutions with such companies using an electronic signature is due to the fact that retail loans are an ideal product for the Internet: they are standardized, this area is distinguished by the variety of “buyers”, and the volume of transactions is large, which allows you to earn money on a large volume of transactions.
The expansion of Internet technologies has contributed to the formation of the sixth trend in marketing- the emergence and diversification of the network economy, ensuring the acceleration of the development and sales of new products in the markets.
In the new conditions of the business world - with increased competition, when supply volumes increase and new types of goods appear - an alliance is not just one of the possible forms of development, but rather a necessity. As Jim Kelly, chief marketing officer of the Coca-Cola Corporation, which has a number of global partnerships, says, "The old adage of 'if you can't beat it, join in' is being replaced by 'join in and you can't beat it.'" Virtually everyone developing new software technologies, telecommunications and biotechnology companies are already being born “global”.
Even giant transnational corporations form alliances. The network economy is developing very actively in the field of trade. The monitoring and pilot surveys carried out by our department allow us to conclude that more than a third of the trade turnover in food products, footwear and fabrics in Rostov-on-Don is provided through the networks of supermarkets and specialized stores of fairly well-known companies that have appeared in recent years. It is there that a significant portion of new products are sold.
This feature of organizing a trading network is also associated with the seventh trend of modern marketing, such as a focus on selling new products or their traditional types and brands, but of significantly better quality, with a greater number of functions.
To increase income, companies are increasingly focusing on new products and entering new markets with them. Innovative developments determine the future of the company; new products that replace old ones or improved versions of products help maintain or increase sales. Some companies prioritize new product development above all else. 3M Company, one of the most innovative companies in the United States, places great emphasis on new products. 3M produces more than 50 thousand types of products, including sandpaper, adhesive tapes, photographic films, and fiber-optic connectors. The company invests over $1 billion in research and development per year. More than 6 thousand scientists work for it worldwide, proposing a great many new ideas every year. In 2005, 3M's revenue was $18 billion. The company has a rule: any employee can spend up to 15% of his working time on his personal projects. Thanks to this, products such as Post-it adhesive notes, corrector tape and proprietary micro-replication technology appeared on the market. In addition to the scientific process itself, the company ensures that developments have commercial potential. For this purpose, already in the early stages of product creation, interaction between scientists and marketers is ensured; more resources are allocated for the most likely “winners”.
Russian, in particular Rostov companies, as far as circumstances allow them in terms of the competitiveness of the products they offer to the markets, also strive to establish themselves with new products or technologies. Thus, from this point of view, the rotary-wing equipment of JSC Rostvertol is quite promising. Cooperation with this company in the field of marketing allowed us to formulate recommendations on the use of certain technologies from international marketing in one of our projects.
Innovations in the products sold are also associated with innovations in marketing itself. Some of them have already been presented in the information presented above: integrated, socially oriented, targeted, network marketing, Internet marketing included in global networks.
Another one from trends in modern innovation marketing related to new technologies - the development of direct marketing. This type of marketing is the use of channels that directly connect the supplier with the consumer in order to reach potential consumers or present them with goods and services without the use of marketing intermediaries. These channels include direct mail (addressed), catalogues, telemarketing, interactive television, websites, mobile devices.
Direct marketing, as an innovative technology that ensures the successful sale of new products, is aimed at obtaining some measurable response, which is usually an order from the consumer. Therefore, direct marketing is also sometimes called direct order marketing. Nowadays, many direct marketers use it as a tool for establishing long-term relationships with customers. They send birthday greetings, various information materials, and small gifts to individual clients. Airlines, hotels and other organizations develop close relationships with customers through so-called frequency rewards and consumer clubs.
Direct marketing is one of the fastest growing ways to serve customers. This is especially true in business markets, where it is becoming increasingly expensive to employ a sales force and therefore direct mail and telemarketing are being used increasingly.
This trend is a reflection of the transition from mass marketing to personal marketing. It is the personalization of marketing that is its most significant feature in the 21st century. The basic principles of such innovation marketing are as follows:
- · Directing the main efforts to serving the most valuable customers.
- · Identification of existing and potential buyers. You shouldn't chase everyone.
- · Differentiation of buyers by: 1) needs for new products and 2) profitability for the company. The firm must spend proportionately more money to serve its most profitable customers (MPCs).
- · Communicate with individual customers to gain additional knowledge about their needs for new products and form stronger relationships.
- · Customization of new products, services and messages for each customer.
"Innovative
trends in education"
Innovation is innovation. Constant invention and search allow
to say that education has always been an innovative field, and the emergence
information technologies in education have opened up a number of different
innovative directions. What kind of pedagogical innovations in
education is the most popular today?
It is a mistake to believe that innovation in school is only a matter of principle.
new and large-scale changes in the education system such as the introduction
Unified State Exam, electronic diary, etc. Modifications of standard pedagogical
techniques and methods to improve students' performance in mastering
a certain material can also be called innovation. These innovations
in education can be developed by the teacher himself and applied only
within a specific class, and may be approved by the school leadership
for use by the entire teaching staff.
You can consider the types of innovations in more detail by classifying them:
1. By novelty:
absolutely new, created for the first time (discoveries);
containing already known elements (consisting of combined blocks,
which themselves have long been known, but are ineffective).
2. By educational objects:
school renewal;
training and education;
socialization of students;
maintaining the health of students.
3. Types of innovations in education can also be classified according to
the scale of their implementation:
in a specific school, team, neighborhood;
throughout the country, region;
use only by the author of the innovation.
4. By authorship of innovations:
the result of collective creativity;
individual project.
5. By sources of innovation:
external order;
own idea.
Now many people have heard such concepts as “interactive technologies and
methods", "innovations", "multimedia educational materials" and many
other. The words at first glance are complex and unknown, but on the other hand
have a similar meaning. But the thing is that modern school at this
stage of education must meet certain requirements. This is in
mainly concerns the provision of computers in classrooms,
projectors, that is, information resources.
There are various pedagogical innovations in school education, and
each institution uses its most “established” or
traditional innovative technologies in education.
Gaming technologies are the most applicable in education, since
are used not only in all lessons in elementary, but also in high school.
Personally oriented learning creates conditions for
self-determination of schoolchildren in choosing a future profession, for better
elective courses are conducted.
All lessons use health-saving technologies, the meaning
which is to eliminate the negative impact on
student health related to the process of educational work.
Design research technology or other productive
training includes active learning, that is, research methods,
collection, summarizing the results by the student. Used in lessons
computer science, foreign language, technology and others.
Block modular technology is focused on various types
independent, feasible work of the student, for example, making
visual aids, writing creative work, doing exercises.
This technology teaches the child to search for information on his own, study and receive
knowledge in a new form.
Innovative processes in education have their advantages:
Firstly, they awaken students’ motivation for cognitive
activities, especially design.
Secondly, it is noted that the use of such training creates more
a comfortable psychological climate for the student, in particular, removes
tension when communicating with the teacher.
Thirdly, a creative space is open for the child, thanks to
which increases the number of high-quality and interesting works.
Fourthly, informatization stimulates not only students, but also
attracts teachers to a greater extent due to increased
productivity of his labor and culture. It should be noted that all
technologies are closely related to each other and the teacher can combine them into
your teaching method.
Thus, modern educational technologies in school can
increase the efficiency of the learning process, develop a full-fledged,
comprehensively developed personality and solve other problems facing
educational institution in our society.
Innovation is the result of investing an intelligent solution in the development and acquisition of new knowledge. Pedagogical innovation, unlike innovation in other areas, considers human education, and not other processes - material, technical, economic, etc.
innovation
innovative educational systems
innovations in the education system
classification of innovations
national educational models
1. Bespalko V.P. Pedagogy and progressive teaching technologies. – M., 1995.
2. Bordovskaya N.V., Rean A.A. Pedagogy. – St. Petersburg: Peter, 2000.
3. Erofeeva, N.I. Project management in education // Public education. – 2002. – No. 5. – P. 96.
4. Kamensky A.K. Regulatory and legal framework for public and state school management // School Director. – 2006. – No. 3. – P. 93.
5. Petrovsky N.V. Education in the context of modern education // Pedagogy. – 1996. – No. 1.
6. http://human.snauka.ru/2012/01/567.
In modern society, education is of great importance, so the search for promising directions for its development becomes especially relevant. Taking into account the transition to a global information society and the formation of knowledge, we can speak about the correspondence of education to the socio-economic needs of the present and future only if its modernization is based not only and not so much on organizational innovations, but on changes in essence - in content and technologies of personnel training and preparation of scientific research.
A big breakthrough in the innovative development of the education system was the creation in Astana of a prestigious world-class higher education institution - “Nazarbayev University”, which will provide a qualitative breakthrough in the training of domestic engineering and scientific personnel and the formation of a modern research infrastructure.
Innovation means innovation, newness. The main indicator of innovation is the progressive beginning in the development of a school or university in comparison with established traditions and mass practice. Therefore, innovation in the education system is associated with making changes (table).
Innovations in the education system
Currently, our country is undergoing significant changes in national education policy. This is due to the transition to the position of personality-oriented pedagogy. One of the tasks of a modern school is to reveal the potential of all participants in the pedagogical process, providing them with opportunities to demonstrate creative abilities. Solving these problems is impossible without implementing the variability of educational processes, and therefore various innovative types and types of educational institutions appear that require deep scientific and practical understanding.
Innovations, or innovations, are characteristic of any professional human activity and therefore naturally become the subject of study, analysis and implementation. Innovations do not arise by themselves; they are the result of scientific research, advanced pedagogical experience of individual teachers and entire teams. This process cannot be spontaneous; it needs management.
The concept of “innovation” translated from Latin means “renewal, innovation or change.” This concept first appeared in research in the 19th century and meant the introduction of certain elements of one culture into another. At the beginning of the 20th century, a new field of knowledge arose, innovation - the science of innovation, within which the patterns of technical innovations in the field of material production began to be studied. Pedagogical innovation processes have become the subject of special study in the West since about the 50s and in the last twenty years in our country.
In Kazakhstan, the implementation of new approaches to the development of higher education is in line with the transformation of traditional universities into universities of an innovative type. The strategy for their development is based on the implementation of the concept of the university as an educational, scientific and innovative complex. In this case, on the one hand, they prepare a new generation of specialists for the intellectual labor market, and on the other hand, they become full-fledged subjects of the market economy as developers and suppliers of intellectual property, products and services with a new quality, demanded by consumers.
An innovative university requires the mandatory integration of scientific, educational and innovative activities. Innovative activities in the field of education are, first of all, improving the quality of education, and, consequently, increasing the competitiveness of a university in the market of educational services. The quality of education is no longer a national, but a global problem. All countries are asking themselves how to ensure the quality of education in the context of the availability of educational services and rapidly changing situations in the labor and education markets. In UNESCO's policy document, the quality of higher education is put forward as the “common denominator” of higher education reforms.
The following conditions can be identified to ensure the quality of education:
1. High professional level of the teaching staff.
2. Educational technologies used that rationally combine established classical teaching methods with innovative ones.
3. Scientific research at the university, its impact on the quality of education.
4. Resource support for the university.
5. The presence of an autonomous structure that manages the quality of education.
It is impossible to transfer the education system to an innovative path of development without introducing innovations in the training of highly qualified personnel of the new generation, in demand by modern society in a developing economy. The university should train personnel taking into account the priority areas of development of science and education based on a competency-based approach, multi-level education, variability and continuity of educational programs, integration of science and the educational process (education through the inclusion of students in the search for new knowledge and implementation of the results of scientific activities), the use of modern educational technologies, including information and communication technologies, new forms of organizing the educational process and internationally recognized principles for ensuring and assessing the quality of education.
It is necessary to further deepen the fundamental scientific foundations of training specialists that contribute to the development of basic professional competencies; to form relevant competencies determined by the priority directions of development of the educational system and the processes of Kazakhstan’s entry into a single educational space; to create a modern information environment of the university as a technological base that ensures the university’s transition to an innovative development mode and creates conditions for a qualitative renewal of the educational system, to update the educational environment of the university to enhance motivation for activities in the professional field and general cultural training of graduates.
Kazakhstani education, unfortunately, does not fully reflect the needs of modern society. The forms of organizing the acquisition and updating of knowledge have remained virtually unchanged: a system of centralized planning for the admission of students and graduation of specialists; volumes of financing; “course” education system (translation from “course” to “course”. The mentality of the bulk of teaching staff was formed by the previous socio-economic system. The laws of a market economy, including the formation of the labor market, did not lead to adequate changes in the place and role of universities, especially specialized ones: growth Many universities graduate in the same specialties; there is a fragmentation of specialties; lack of an applied nature of education, etc. Most employers are not satisfied with the quality of specialists produced by higher educational institutions. Educational programs do not always meet the expectations of employers and do not meet the needs of the economy .
World experience indicates that the main mechanism for building a “knowledge economy” is the creation of a national innovation system that provides institutional conditions for conducting and commercializing the results of fundamental and applied research work. The national innovation system is a set of interconnected organizations and structures engaged in the creation and commercial implementation of scientific knowledge and technologies within national borders. An approximate structure of national innovation is shown in the figure.
Innovation infrastructure
The institutional environment, determined by national traditions, political and cultural characteristics of the state, is represented by a complex of legal, financial, and social institutions that ensure innovative processes. The forms and nature of the national innovation system are most influenced by government regulation, the size of the country and the characteristics of historical development, the provision of natural resources, and the dominant forms of entrepreneurial activity.
The strategic goals facing the Kazakh education system in new economic and socio-cultural conditions are closely related to the problems of the development of Kazakh society, including ensuring sustainable socio-economic development and a high quality of life for the people, strengthening a democratic rule of law and developing civil society, staffing a market economy, integrating into the world economy. The result of our innovative activities should be an updated system of training, retraining and advanced training of specialists.
In the course of the creation, development and dissemination of innovations in the field of education, a new, modern educational system is being formed - a global system of open, flexible, individualized, knowledge-creating, continuous education of a person throughout his life. This system represents a unity:
New educational technologies - technological innovations;
New economic mechanisms in the field of education - economic innovation;
New methods and techniques of teaching and learning - pedagogical innovations;
New organizational structures and institutional forms in the field of education - organizational innovation.
Bibliographic link
Myrzakhanova I.A., Usein G.A., Sadykova A.E. INNOVATION TRENDS IN HIGH SCHOOL // Advances in modern natural science. – 2013. – No. 6. – P. 137-139;URL: http://natural-sciences.ru/ru/article/view?id=32522 (access date: 04/06/2019). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"
(This work was supported by a grantNo. B-14/13 for graduate students and young scientific and pedagogical workers of BSTU named after. V.G. Shukhov as part of the implementation of the activities of the Strategic Development Program of BSTU named after. V.G. Shukhov for 2012-2016)
Today everyone and everywhere is talking about innovation, the need to transition to an innovative economy, and the lack of alternatives to the innovative path of development. However, the Russian experience illustrates innovation inactivity rather than activity. This leads to logical questions that relate not to the national level, but to the level of enterprises (micro-level): why does an enterprise need innovation? And, if he needs them, then why, in practice, innovative activity shows very modest results. What can demotivate a business? Or maybe he just pursues other goals?
INNOVATION: SUN OR LOST?
Studies of the impact of innovation on the resulting performance indicators of enterprises and firms have been carried out repeatedly. For example, Stocking A.A. as a result of systematization and analysis of data in various countries (France, Germany, Norway, Italy, Canada, Finland and Russia), presented by summaries of surveys of many enterprises, revealed the ambiguous impact of innovation on the economic results of enterprises. In particular, the impact of innovation on productivity, increasing market share, obtaining monopoly power and increasing competitiveness was determined as positive, and on profitability and increasing profitability as ambiguous. As a rule, such a conclusion is typical for many researchers who analyze the above-described dependence in the short term. In the long term, only the positive impact of innovation is noted.
A logical question arises: why are enterprises in some countries inferior in innovative activity to the business sector of others? Are explanations of the need for innovative development, international recognition of the lack of alternatives to this path and the positive economic effects of their implementation not powerful arguments for their universal generation?
Even G. Stevens and J. Burley, in their work “3000 Raw Ideas = 1 Commercial Success” in 1997, confirmed the existence of a certain pattern of innovation success (see Fig. 1). Initially, from 3000 creative ideas (Raw Ideas) - their formation occurs within the framework of the 1st stage of the innovation process - 300 conceptual ideas (Ideas Submitted) are formed for conducting experiments or filing a patent application (this is how the 2nd stage is completed). In turn, of the latter, approximately 125 are sent for obtaining a patent and feasibility study (this is already the 3rd stage). Of the 125 pilot projects, about 9 are transformed into development projects requiring a detailed economic assessment of the project at the 4th stage. Of the latter, only 4 become innovative projects of the company as a result of trial research and production of a trial batch (5th stage). Only 1.7 projects are commercially implemented through the production and sale of an innovative product at the 6th stage. As a result, 1 project brings commercial success (7th stage). Based on the above, the possibility of commercial success of the results of the innovation process is minimal and equal to 0.33%. The article indicated that this pattern remained stable for 40 years (i.e., from 1957-1997).
Source: Greg Stevens and James Burley, 3,000 Raw Ideas = 1 Commercial Success, Research Technology Management, 40(3), May-June 1997, 16-27.
Rice. 1. Formula of G. Stevens and J. Burley “3000 raw ideas - 1 commercial success”
As it turned out, a similar pattern has been preserved up to the present day, but with minor changes - simplifications (a total of 5 stages have been identified). Today, the formula of G. Stevens and J. Burley looks like this: “3000 raw ideas (1st stage) – 100 tested ideas (2nd stage) – 10 ideas in development (3rd stage) – 2 launched projects (4th stage) 1st stage) = 1 commercially successful idea (5th stage)” or more simply “out of 10 innovative projects, 1 project is implemented.” Having become familiar with such information, the average entrepreneur is unlikely to prefer such a risky campaign (innovation project) to the implementation of an investment project. But, nevertheless, enterprises from various countries, realizing that without innovation it is impossible to significantly increase competitive advantages over foreign competitors, are actively generating and implementing innovations. But does everything depend only on the awareness of enterprises and the desire to succeed in innovation? To some extent, perhaps. But in this article we will consider the innovative environment in which enterprises operate and how comfortable conditions it can provide for them to implement innovative projects. The role of such an environment is the innovation system of the state or the national innovation system. The classic diagram of the innovation process is shown in Fig.
AHEAD OF THE WHOLE PLANET...
Naturally, the formation of national innovation systems, taking into account the peculiarities of the historical, cultural, social development of states, introduces changes into the quantitative characteristics of the standard scheme of the innovation process. Thus, if we look at the annual reports published over the past five years (including the current one) by the leading international business school INSEAD and the UN specialized agency World Intellectual Property Organization (WIPO), we can see that the last three years Switzerland and Sweden remain unchanged leaders.
Table 1
Values of the Global Innovation Index of Leading Countries
for 2008-2013
| No. | The Global Innovation Index 2008-2009 | The Global Innovation Index 2009-2010 | The Global Innovation Index 2011 Accelerating Growth and Development | The Global Innovation Index 2012 Stronger Innovation Linkages for Global Growth |
The Global Innovation Index 2013 The Local Dynamics of Innovation |
| 1 | USA | Iceland | Switzerland | Switzerland | Switzerland |
| 2 | Germany | Sweden | Sweden | Sweden | Sweden |
| 3 | Sweden | Hong Kong | Singapore | Singapore | Great Britain |
| 4 | Great Britain | Switzerland | Hong Kong | Finland | Netherlands |
| 5 | Singapore | Denmark | Finland | Great Britain | USA |
| 6 | South Korea | Finland | Denmark | Netherlands | Finland |
| 7 | Switzerland | Singapore | USA | Denmark | Hong Kong |
| 8 | Germany | Netherlands | Canada | Hong Kong | Singapore |
| 9 | Japan | New Zealand | Netherlands | Ireland | Germany |
| 10 | Netherlands | Norway | Great Britain | USA | Ireland |
| …
68. Russia |
…
64. Russia |
…
56. Russia |
…
51. Russia |
…
62. Russia |
Source: Materials from Annual ReportsINSEADAndWIPOfor the period 2008-2013. Access mode: http:// www. global innovation index. org/ content. aspx? page= past- reports
The models of innovation systems in Switzerland and Sweden are different from each other, but at the same time they have allowed these countries to remain among the most innovative for a number of years. Today, the Swiss innovation system is presented as follows: it is a set of developed centers of innovative development operating in the cantons, between which there is strong competition to attract start-ups in the field of medicine and biotechnology, in the development of environmentally friendly energy production technologies. 2/3 of total R&D spending in Switzerland comes from the business sector rather than the government. This is also typical for Sweden, where scientific developments are also carried out in the private sector, but within the framework of large multinational corporations (75% of all expenses). A major role in the innovation system belongs to the Royal Swedish Academy of Sciences (it awards Nobel Prizes through the Nobel Committee, thereby determining the vector of development of science in the world). This justifies the emphasis of the knowledge generation block on fundamental sciences and its financing by the state. Applied research is provided through grants and joint projects with large transnational companies. Specially created agencies (there are already more than 600 of them) are involved in the implementation of innovation policy on the ground.
Let us turn to the innovation system of Singapore, which actively invests in human capital and education (especially post-higher education). For a long time, the innovative development of the country's economy was reduced to borrowing advanced technologies, but currently Singapore is focused on generating innovations, which explains the interest in academic research: it implements programs focused on “importing brains” and searching for gifted youth (grants, subsidies, awards, competitions, fairs, scholarships). Singapore's innovation infrastructure, represented by numerous seed funding funds and government agencies, and associations of research institutions into two national scientific clusters (ICT and biomedical), has also been adapted to fulfill these tasks. The state plays a large role in the development of the innovation system (maintaining five-year planning, coordinating the actions of participants in the innovation process, significant financial support). Business, in turn, dictates innovation.
Despite the differences in the formation of NIS (in the first two cases, the historical origin of NIS, in the third, artificial creation), common features for the national innovation systems of these countries are active investment in education (in human capital) and active participation of the private sector in financing R&D. This pattern is also typical for other innovatively developed countries. Thus, in the UK, about 2/3 of R&D funding is provided by business, in Finland – more than 70%. In general, this is typical for all countries whose firms successfully compete in international markets (they are interested in innovation as a tool for increasing competitiveness).
INNOVATION ACTIVITY: EUROSTAT AND ROSSTAT
The online version of the Eurostat Yearbook 2012 (dated January 2013) published the results of a study of the innovative activity of enterprises in EU member countries for the period 2008-2010. The following statistics are provided: the highest shares of innovatively active enterprises during this period of time were found in Germany (79.3% of all enterprises), Luxembourg (68.1%) and Belgium (60.9%). It is also noted that more than half of the total number of enterprises in the EU are characterized as innovative. The lowest values were found in Bulgaria, Poland and Latvia (27.1%, 28.1% and 29.9% respectively). If we compare these values with the values of innovative activity of Russian organizations published by Goskomstat for the same period, then the maximum innovative activity (according to the Goskomstat methodology - the proportion of organizations carrying out technological, marketing and organizational innovations in the reporting year) was noted in 2010 and amounted to 9 ,5%. Within the country, the variation from subject to subject of the Russian Federation ranged from 0.8% (in the Chechen Republic) to 34.3% (in the Magadan region). In 2011, there was an increase in the share of innovatively active enterprises in Russia as a whole to 10.4%.
Let us dwell in more detail on innovation statistics by type of innovation. According to the Eurostat methodology, there are three categories of innovators:
1) innovative enterprises mastering only product and/or process innovations;
2) innovative enterprises that carry out only organizational and/or marketing innovations;
3) enterprises developed in both of these directions.
From Fig. 2 shows that the proportional ratios of innovative enterprises of the three types differ from country to country. But in the EU as a whole, the distribution of innovative enterprises into three categories is as follows: 23% of innovative enterprises master product and/or process innovations, 26.4% of enterprises master marketing and/or organizational innovations, and slightly more than half (50.6%) implement innovations both types.
Source: Innovation Statistic // Eurostat Yearbook online (Data from January 2013). – Date Views 07/07/2013http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/
Rice. 2. Proportions of innovative enterprises by type of innovation in the EU-27 countries (except Greece) for the period 2008-2010.
The Community Innovation Survey discovered the following pattern: in those countries (EU members) in which there is high innovative activity of enterprises, the share of enterprises of the 3) type is also high. In Germany, Luxembourg and Belgium the share of such enterprises is noticeably higher (58.7%, 61.5% and 55.4% of the total number of innovative enterprises, respectively). And in countries with low innovative activity, there is a proportionally smaller number of enterprises of the 3) type: in Romania, only 32.3% of innovative enterprises master innovations of both categories, in Latvia - 34.5%, in Poland - 33.3% and in Bulgaria – 29.5%.
In turn, according to the methodology of the State Statistics Committee of Russia, innovatively active enterprises are divided into four categories:
1) organizations carrying out technological innovations;
2) organizations carrying out marketing innovations;
3) organizations carrying out organizational innovations;
4) organizations implementing environmental innovations.
In table 2 shows the share of these organizations from the total number.
table 2
The share of organizations carrying out technological, marketing and organizational innovations separately for the period 2009-2011, in% of the total number of enterprises studied
| 2009 | 2010 | 2011 | |
| Technological innovation | 7,7 | 7,9 | 8,9 |
| Marketing Innovation | 2,1 | 2,2 | 2,3 |
| Organizational innovation | 3,2 | 3,2 | 3,3 |
| Environmental Innovation | 1,5 | 4,7 | 5,7 |
| * Compiled by the author based on data from the State Statistics Committee of the Russian Federation. Access mode: http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/science_and_innovations/science/# | |||
From the table 2 shows that the majority of innovatively active enterprises are technological ones. It should be noted that there has been a significant increase in innovative enterprises mastering environmental innovations. As part of the study of the innovative activity of Russian enterprises (as a result of the bias towards technological innovations), we will focus on the EU experience in mastering product and/or process innovations (we are talking about enterprises of the first type according to Eurostat).
Among Type 1 enterprises in the EU, more than ¼ of innovators (25.5%) actively collaborate in the field of innovation: collaboration between enterprises, suppliers, commercial laboratories, universities and public research institutes. The remaining 74.5% rely only on their own resources. The highest level of innovative cooperation was found in Cyprus (62.3%), Austria (51.0%), Slovenia, Lithuania and Hungary (44.7%, 43.3%, 43.2%, respectively). The lowest level of innovative cooperation was indicated in Italy (12.1%), Great Britain (13.7%), Malta (18.5%), Spain (22.3%) and Bulgaria (22.4%).
In addition, the Innovation Survey Commission examined the relationship between the size of enterprises carrying out product and/or process innovations and their number. It was found that small, medium and large enterprises behave differently: the larger the enterprise, the faster and easier it is to engage in innovative cooperation. This pattern applies to all EU member countries, with the exception of Latvia, Luxembourg and Iceland, where medium-sized enterprises (according to the Eurostat methodology, these include enterprises with employees from 50 to 249 people) cooperate less than small ones (10-49 people). .) .
On Russian practice. The question of including large Russian businesses in innovative cooperation remains open. Based on the results of the research communication project of the rating agency “Expert RA”, it was concluded that the least interested participant in innovation processes is large business. The corporate sector finances only 20% of R&D costs, and the share of R&D costs in the revenue of domestic corporations is 4-6 times lower than that of foreign competitors. The total amount of expenses of all large businesses is more than 2 times less than the expenses of the Volkswagen Corporation on research and development. Also in the collection of analytical materials “Expert Innovations” it is noted that most of the projects implemented by large businesses are aimed at strengthening competitive advantages over foreign competitors.