Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Features of bringing innovations to the market in the food industry: the case of long-shelf-life food products

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УДК: 339.13.024:664

DOI: https://doi.org/10.36887/2524-0455-2025-6-15

Volikov Volodymyr,
Candidate of Science in Economics Lead Engineer,
Institute for Single Crystals Of National Academy of Sciences Of Ukraine,
https://orcid.org/0000-0002-4107-6277
Shevchenko Yevhenii,
individual entrepreneur,
https://orcid.org/0009-0002-2883-865Х

Published: 27.11.25

The purpose of the article is to identify and systematize the key features of marketing an innovative product — a «method of preparing a long-shelf-life culinary dish» — protected by the Ukrainian utility model patent No. 157870. The article analyzes general approaches to planning the market entry of an innovative product in the food industry; examines the specifics of the domestic food market under martial law conditions; and determines the role and influence of patent protection on the commercialization process. The main features of promoting innovations in the food industry have been identified, including: (1) the regulatory environment; (2) target market segmentation; (3) innovative positioning; (4) marketing and informational instruments; (5) pricing policy and demand stimulation; (6) the role of intellectual property; and (7) long-term strategic development. The sequence of implementation stages, developed based on the analysis of scientific sources, is substantiated as follows: (1) market analysis; (2) development of a financing strategy; (3) integration of state support mechanisms; (4) production and quality control; (5) marketing and promotion; (6) development of distribution networks; and (7) sustainable development and continuous innovation. It is noted that the effectiveness of introducing new food products to the market is determined by a combination of factors, including recipe uniqueness, improved taste, safety, environmental sustainability, and the efficiency of the marketing strategy. For the promotion of the patent method of preparing a long-shelf-life culinary dish, the following tools are proposed: (1) direct sales to corporate clients; (2) e-commerce; and (3) participation in trade exhibitions and tasting events. The study emphasizes that information support for food producers plays a crucial role in innovation promotion — particularly access to data on market demand, entry procedures, regulatory frameworks, standards, consumption trends, convenience, and ecological aspects. It is highlighted that applying diverse business models — including B2B, B2C, and D2C — ensures maximum coverage of potential clients and enables a prompt assessment of market response.

Keywords: innovations, innovation activity, marketing, enterprise economics, business processes, patent, long-shelf-life food products, food security.

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Volikov V. , Shevchenko Y. Features of bringing innovations to the market in the food industry: the case of long-shelf-life food products. Actual problems of innovative economy and law. 2025. №6. 63-68 pp. https://doi.org/10.36887/2524-0455-2025-6-15

Quote article, MLA style

Volikov V. , Shevchenko Y. Features of bringing innovations to the market in the food industry: the case of long-shelf-life food products. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2025-6-15