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Educational Programme
Final Grade
Year of Graduation
Daniil Shcherbakov
Research and Development of Promotion Strategy for the Innovative Product in IT Sector
Electronic Business
(Master’s programme)
Typical strategies of new product launch and standard marketing tools do not provide an equally efficient and predictable result when launching new unique high-tech products. Traditional strategies and marketing tools basically focus on the work on the existing markets where there is no need to explain benefit-giving qualities and product utility to consumer.

The objective of this paper is to develop a strategy for the new high-tech product launch.

The object of research is an innovative product of LLC “Fibrum” - Fibrum Pro mobile virtual reality headset.

Based on the theoretical study of the existing approaches on creation of the product launch strategies, the research yielded the following results:

• Detailed strategy of innovative product launch on the mass market was developed

• Forecast of the future financial performance was made

• Evaluation of the project prospects was made

Carried out analysis of references, covering the measures needed to bring innovative products to the market and their subsequent systematization helped to create a consistent plan of action needed to create an effective strategy for innovative product launch.

The relevance of this research is based on the lack of a unified approach to the formation of promotion strategy of the innovative product on the markets. From the management point of view, analysis of existing practices and relevant sources of information should provide useful information for companies and managers who will be able to get general methodological approach offering an opportunity to create the correct strategy for the new technology product launch.

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