UNCONVENTIONAL INSTRUMENTS OF ORGANISATIONS’ DEVELOPMENT AND INTRODUCTION OF INNOVATIVE PRODUCTS INTO THE MARKET

The research topicality is caused by the fact that, under current economic conditions, bringing innovative products to market is becoming a serious challenge for commercial organizations. High competition, fast-changing audience needs, lack of resources are the tangible obstacles to the effective development of an innovation project. Besides, traditional business models are not working effectively under conditions of uncertainty. Rigid methods of business processes management, obsolete equipment and inefficiency of the staff, neglect of communication with the audience and other factors can lead to stagnation, loss of market position and even bankruptcy. So, today the number of unprofitable organizations in the Russian Federation and Kursk region is a quarter of the total number of operating commercial companies. The reason can be due to the pecularities of the Russian economy which has its own distinctive features inherited from the planned economic model of the twentieth century, and supplemented with management principles, peculiar to the Western market economic models. In this case, in our opinion, unconventional instruments of innovation development based on the creative approach to the generation and implementation of breakthrough ideas will have a positive impact on the effectiveness of an innovative organization under uncertainty conditions in competitive markets. The effectiveness of visual communication is also an important component of the successful introduction of an innovative product into the market. Correct communication with the core of target audience is intended to be the foundation for building a clear system of branding and corporate culture in the innovation ecosystem of an organization. This acquires special relevance in the light of the dynamic development of information technologies that today are indispensable tools of interaction both with consumers and with the staff and partners. The aim of the study is the analysis of theoretical propositions of innovation management, principles of creative destruction, the construction of effective visual communication in the framework of formation of innovative ecosystem of an organization and systematization of creative tools and approaches that contribute to the successful development and implementation of innovations. The study made use of theoretical and empirical methods, in particular: review of the literature, comparative, logical, and systematic analysis of innovation introduction tools, as well as factors indicating the importance of following the path of innovative development. The study has found that under conditions of uncertainty for successful bringing of innovative products to market and staying effective in the long term period, commercial organisations need to pay considerable attention to the construction of an efficient system of visual communication that will be the foundation for the formation of a unified system of branding and corporate culture.