Goal-Oriented Management in Innovations' Promotion with a Website

摘要

The present day's efficient management in innovations' promotion is based on development and implementation of information and communication technologies and systems that include a website. Strengthening the role of marketing in driving innovation contribute to the processes occurring in the world economy, which determine the development of innovative economy, among which are increasing the speed of propagation of innovation and development capabilities of innovative imitation by the development of information technology, network economy and the emergence of additional technical capabilities allowing to include all participants into the innovation process. The article summarizes the steps for assessing effectiveness and efficiency in fulfilling the goals of innovations' marketing, and also includes a developed approach for evaluating the potential of marketing components. This approach allows assessing chances of achieving the goals of innovations' promotion and promotion risks as the difference between the goal's reference value and the value of the innovations' marketing potential. Organization's ability to innovate depends on the availability of all the necessary resources, but in network economy information and communication get prime importance. So, in the article we also assess potential of a website as a tool for promotion of innovations, giving example for a particular IT company.