Marketing as a tool of managing latency innovations

In modern conditions, the problem of identifying factors that contribute to the development and growth of the innovative potential of industrial enterprises is highly relevant. One of these factors is the latency of innovation or the potential for further development and improvement hidden in innovations. The identification and subsequent implementation of ideas and opportunities hidden in innovations can have a significant positive impact on the growth of the innovative potential of an enterprise, and thus on increasing its efficiency and competitiveness, which is a significant issue now. A feature of the functioning of enterprises in the current situation is that consumers are oversaturated with the spectrum of products and services offered. Therefore, the goal of search and latency of innovation is to extract from the hidden innovation potential of such properties and opportunities of innovation that will create new categories or markets. Note that the identification of the latency of innovation should be carried out at different stages of the innovation life cycle. One of the tools that can be used to identify hidden ideas and opportunities for innovation is marketing. The use of various types of marketing will provide an effective search for the latency of innovation, the results of which can be used in the further innovation activities of an industrial enterprise.