Marketing Aspects of Innovation Activity in the Aircraft Industry

In the context of intense competition in the global civil aircraft market, aircraft manufacturers exhibit a high degree of innovative activity. Development of more efficient powerplants, navigation systems, radio electronics, and aviation materials facilitates creation of high-tech modern aircraft. Successful commercialization of innovations requires active marketing support for the development, production, and market promotion of modern civil aircraft. The problem of commercialization of innovations has been discussed in numerous research publications, which note the key role of marketing in promoting new and modified goods and services. However, the issues of marketing of innovations in such a knowledge-intensive and high-tech industry as aeronautical engineering have not received due attention in theoretical studies and research publications. The objective of the article is to identify the features and promising opportunities of marketing management of the implementation and commercial development of innovative products and technical and technological solutions in civil aeronautical engineering.