EVALUATION EFFICIENCY OF ENTERPRISES’ INNOVATIVE ACTIVITY USING THE CONCEPT OF MARKETING-MIX

Purpose of research. This study is aimed to consider the model for assessing indicators of innovation activity based on the concept of marketing-mix "4P", taking into account the individual characteristics of companies, factors influencing the innovative potential of companies and the process of developing or introducing new products or technologies, and assessing the degree of the Kazakhstan companies transition readiness to the to the knowledge-intensive economy.
Methodology. The study contains descriptive and quantitative methods using a structured research survey to analyze the readiness of the transition to the knowledge-based economy of companies in Kazakhstan based on the opinion of heads of large national companies and representatives of business companies
Originality / value of research. The study shows that micro and small companies influence the assessment of these indicators in Kazakhstan, and state programs of innovation development is needed to include mechanisms for providing feedback to consumers on new products and services and involving marketing in the process of developing or introducing new products or technologies
Findings. According to estimates, more than 37 % of survey respondents consider that all indicators of innovation performance indicators remained at the same level over the past 3 years, however, more than 22 % of respondents believe that there is increased slightly. At the same time, 50 % of the products produced from these studies were fundamentally new to the company, 42 % were fundamentally new to the Republic of Kazakhstan and 8 % were fundamentally new at the global level. It is concluded that the success of developing radically new or significantly improved products or services and the speed the launch of innovative products or services on the market are suitable indicators of innovation.

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