PRIORITY AREAS OF ANALYSIS OF THE EXTERNAL ENVIRONMENT OF A COMPANY-INNOVATOR DEPENDING ON A TYPE OF INTRODUCED INNOVATIONS

When making a decision about introduction of the innovative product into the market it is necessary to take into account the situation in the sector market because the uniqueness of an innovation does not guarantee commercial success of an innovative product, because insufficient consideration of factors of the external environment can negate all efforts of its promotion into the market. An effective tool for reducing the risk of uncertainty is a preliminary analysis of the external environment which is carried out by a company-innovator when making decisions concerning commercialization of innovations and introduction of the innovative product into the market. In the article a method has been worked out and suggested aimed at setting priorities and specific methods of the external environment analysis of a company-innovator, which is interested in the commercialization of innovations of various types. The results of this work are the developed model of innovation and the suggested technique of methods selection of the sector market analysis (taking into consideration the type of implemented innovations) which can be used in preparing data about the external environment of a company- innovator state for the purposes of making decisions aimed at introduction of innovative product into the market (innovation implementation).