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Innovative Strategies of Transnational Companies and Synergy Effect of Technologisation

Affiliations

  • Marketing Department, Peoples’ Friendship University of Russia, Moscow, Russian Federation
  • Institute of Marketing, State University of Management, Moscow, Russian Federation

Abstract


Objectives: Innovative strategies of transnational corporations as a research subject presented in this paper are aimed at developing the most promising ways to enhance competitive positions of the companies and help them to enter new markets. Methods/Statistical Analysis: The article highlights the main types of TNCs’ strategies for innovative integration that form the synergy effect of technologisation. It manifests itself in the knowledge transfer used by TNCs, with such knowledge produced in a home country of a parent company, and its further commercialization. In addition, the authors offer to consider the kinds of the innovative strategies used by TNCs today in terms of the classification of innovative behaviours of economic entities (violents, patients, explorants, and commutants). Findings: The authors have specified the signs of TNCs’ functioning in the global market of innovations, described with the dynamic, aggressive, and multi-faceted competitive environment. Their actions have the attributes that determine the progressive development of the society. The authors have also disclosed the specifics of their influence on national economies. Applications/Improvements: In contrast to the available definitions, the authors give reasons for the systemic nature of the innovation strategies. The research pays the special attention to the synergy effect of technologisation implemented with two main types of R&D units at TNCs, i.e. Home-Based Exploiting (HBE) and Home-Based Augmenting (HBA). The findings might be used by TNCs to draft strategic concepts for their development.

Keywords

Competition, Innovative Strategies, Market of High-speed Consumer Goods, Technologisation, Transnational Companies.

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