Opportunities and Constraints in Implementing Innovation Marketing in the Urban Passenger Traffic
Purpose: This article is aimed at exploring the possibilities and limitations of using innovation marketing tools in the field of urban passenger traffic. Design/Methodology/Approach: The expansion of urbanization processes, the development of competition in the urban passenger transportation market, an increase in passenger demand for the quality of services provided by municipal and commercial carriers require the introduction of a wide range of innovations. The substantiation of the importance, determination of the possibilities and limitations of the introduction of innovation marketing for the improvement of urban passenger transportation is presented in this article. The methodological basis of the research relies on a systematic approach and factor analysis which provide the comprehensive study of characteristics of the urban passenger transportation market as well as the the identification of opportunities and barriers in the process of implementing the innovation marketing tools. Findings: The study made possible clarifying the sense and features of innovation marketing. The authors characterized the conjuncture of the urban passenger transportation market, identified the positive opportunities and negative factors affecting the introduction of tools of the innovation marketing complex into the activities of organizations in the urban passenger transportation market. Practical implications: In practice, the results will help determining the directions of introducing the innovation marketing tools into the activities of organizations in the urban passenger transportation market. Originality/value: The study has original results clarifying the conditions for introducing innovation marketing into the activities of organizations in the urban passenger transportation market.