ASSESSMENT OF THE IMPACT OF THE MARKET SPACE ON THE EFFICIENCY OF THE DEVELOPMENT OF INNOVATIVE POTENTIAL IN THE AVIATION SECTOR OF THE GLOBAL ECONOMY
Abstract
The article is devoted to the improvement and implementation of the toolkit for assessing the impact of the market space on the effectiveness of the development of innovative potential in the aviation sector. The toolkit proposed by the author is based on the formation of a three-dimensional model of airline benchmarking by the positioning method: according to the levels of implemented marketing support for the development of innovative potential, internal reserves for the development of innovative potential, and the level of competitive position and communication in the development of innovative potential. The application of tools of marketing analysis, scoring, rating and cluster analysis enables the formation of a comprehensive vision of strategic and tactical initiatives in marketing support for the development of the innovative potential of airlines. The results of the implementation of the proposed approach to the assessment of the impact of the market space on the effectiveness of the development of innovative potential in the aviation sector show that airlines should strive to introduce innovations into their business models, as this is how competitiveness in the air transportation market is achieved by providing unique value for consumers, for example designated reference air carriers (Cathay Pacific Airways, Delta Air Lines, Emirates, Singapore Airlines). The three-dimensional map of the benchmarking of the marketing support of the innovative potential of airlines using the positioning method demonstrates the significant influence of the market of innovative technologies and consumers (by markers of marketing concepts) on the competitiveness of airlines. Identification and assessment of system elements of marketing support for the development of the innovative potential of indicators based on the use of quantitative methods, cluster analysis and benchmarking methods enables a clear understanding of the need to apply digital marketing, communication and collaboration with developers of digital technologies in services and maintenance, distribution channels, environmental innovations in business models.
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