Innovation Manifestations of Competition in Contemporary Concept of Marketing

The article describes the innovation and innovative manifestations of competition, and changed nature of competition. Authors include market economic mechanisms in innovative manifestations, political innovation - in innovation manifestations, which promote the development of innovative factors. Manifestations of competition are shown as advantages of enterprises in different markets: global, country and regional. Innovative manifestations of competition take into account its postindustrial nature, i.e., dynamics and nonlinear organizations development, which is important in the sanctions imposed to the Russian Federation. It is shown that just systemic changes, such as privatization and de-monopolization, do not mechanistically determine the actions of the competitive environment, they are not conducive to the development of market-based pricing and development of competitiveness of business entities. The problems of the modern concept of marketing are revealed due to the transformation of competitiveness, namely, significant number of its manifestations (unfair, in particular), the lack of harmonization of macroeconomic, microeconomic and regional innovation activities and innovative nature of it. The signs of nature of competition are identified, such as the co-creator of products, individualization of production, the possibility of using nontraditional resources, and others. Practical use of specific signs of the competition manifestation in the organizations of the Voronezh region, such as common values of consumers and producers, the transformation of the role of the consumer, the spread of the process of convergence and also increase of demand for innovation and creating advantage through intellectual components is considered. DOI: 10.5901/mjss.2015.v6n3s6p5