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THE OBJECTIVE MARKETING RISKS AT DEVELOPING AND ENTERING THE INNOVATIVE PRODUCTS TO THE MARKET (Obiektyvni marketynhovi ryzyky pry rozroblenni ta vyvedenni innovatsiinoi produktsii na rynok)
In paper the objective marketing risks which are caused by the influence of macro- and microenvironment factors at developing innovative products and entering them to the market are analyzed and estimated. The consequences of possible risks are estimated and specific methods risk-reduction are offered.