On the one hand, engineering marketing is a new and groundbreaking paradigm in marketing evolution in national practice, which helps to integrate design and engineering competencies with market mindset. On the other hand, the study course “Engineering Marketing” is intended for development of a new knowledge type, new cross-disciplinary style as a symbiosis of scientific thought and market ideology providing a way to create a market-minded generation of engineers capable of developing technology entrepreneurship taking into account scientific and technological progress. The concept of engineering marketing toolkit is developed by the authors in the form of engineering marketing mix formula (EMM = f (nP)) considering its evolutionary changes and engineering marketing business model is presented including corresponding impact effects of engineering solutions on the target market using the psycho heuristic programming method. In the digital economy such a tool in the engineering marketing mix as processing acquires particular importance assuming the use of information technologies and systems, including engineering software, at all stages of engineering activity. Furthermore, it is easier to transform the existing infrastructure of an industrial enterprise into digital one with the help of special IoT platform using the relevant engineering software.
The article is dedicated to the consideration of hacking growth theory in the context of technological breakthrough of Russian agricultural machinery industry with the use of engineering marketing approach. Taking into account the results of analysis of Russian agricultural machinery dynamics in recent years, the prospects and opportunities for overcoming current problems (in particular, insufficient competitiveness and technological gap) are discussed on the basis of investigation of existing approaches to technology business development. The solution is suggested which consists in creating interdisciplinary growth teams capable of developing and implementing relevant innovative solutions, as well as providing rapid spread of changes. The issues of internal transformation necessary for the adjustment of Russian enterprises to the changing external environment in the context of knowledge-based economy development are considered in the paper.
The development of the organic food market in Russia on the example of the Southern Federal District is examined in the article. The purpose of this study is to identify factors and barriers to the development of the organic food market, considering contemporary economic conditions of Russia. To meet this objective, a survey of representatives of agricultural organizations of the Southern Federal District was conducted, as a result of which internal and external barriers to the transition of agricultural organizations to an organic food production model along with the factors contributing to this transition were identified, and the distribution channels and promotion tools used by the companies were discussed. The analysis made it possible to develop main recommendations aimed at overcoming barriers to the development of the Russian organic food market, which are mentioned in the article.
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АннотацияВ статье представлена концепция технологического и инновационного предпринимательства. Используя термины теории управления, структуру взаимодействия специалиста, техники и технологий, которые можно реализовать в виде системы с обратной связью. Авторы подчёркивают роль и востребованность профессиональных инженеров с рыночным мышлением. В статье предлагается поводить системный анализ проектирования нововведений с учётом внешней среды, методами теории управления.
Ключевые словаПредпринимательство, управляющие воздействия, проект, элементы формирования нового товара, создание нового продукта, проектирование нововведений.
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AbstractThe article presents the concept of technological and innovative entrepreneurship. Using the terms of control theory, the interaction structure of a specialist, techniques and technologies that can be implemented as a feedback system. The authors emphasize the role and relevance of professional engineers with market thinking. The article proposes to conduct a systematic analysis of the design of innovations taking into account the external environment, methods of control theory.
KeywordsEntrepreneurship, managing impacts, project, elements of the formation of a new product, the creation of a new product, the design of innovations.
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