The competitiveness of high-tech products: analysis of appeal factors

In the constantly changing society, companies compete not only by producing the best products, but also by successfully connecting a company and its products with continuously changing requirements and customer preferences. Due to the increasing dynamics of markets, speed and volume of information, as well as complexity of technology, in order to bring successfully competitive goods to the market, the companies have to develop their strategies taking into account a number of factors determining merchandise appeal and the possible means of its reinforcement. Based on the study, the author identifies the most important criteria of merchandise selection and their components, focusing on which companies may successfully bring competitive products to the market.