Market introduction of an innovative product in the absence of analogues: strategies and tools

O. V. Kononov ()

Scientific notes of the Russian academy of entrepreneurship, 2026, vol. 25, issue 3

Abstract: A product with no direct analogues enters a market where the product category itself does not yet exist. That situation is the subject of this work. It rests on a structured analytical review and a conceptual synthesis of publications on innovation commercialization, disruptive technologies, patenting, market legitimation, and the reduction of consumer uncertainty. The material is Russian Federation Patent No. 2638314 C2 «Device for Storage of Field Crop or Horticultural Products». The analysis shows that the commercial outcome of an engineering innovation depends on the technological novelty of the product and on whether the company can simultaneously create new user value, remove distrust toward the technology, and ensure the reproducibility of the production solution. Removing a systemic drawback of earlier structures can give rise to an independent market category and change the model of consumer perception. Patenting operates here in two modes at once, legal and market: it confirms the technical viability of the development and lowers barriers to innovation adoption. The result is a model of market introduction in which engineering reconfiguration, patent legitimation, market adaptation, partnership — based scaling, and the formation of a new operational standard follow one another. Commercialization of a product without analogues emerges as the simultaneous development of technology, trust mechanisms, and a new model of market perception.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cvt:journl:y:2026:id:1250

DOI: 10.24182/2073-6258-2026-25-3-20-29

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