Marketing and Product Development Interaction in Innovative Startups

The article is devoted to the study of modern marketing concepts related to innovative products. Modern marketing theory for innovative start-ups is underdeveloped. There is no sufficient basic tools in marketing, without which it is difficult for start-ups to know what to do to achieve success for any startup. Nowadays, practice is the main direction of startups development. At the same time, theory generally states and explains the principles based on realized cases. The proposed article analyzes approaches concerning interaction product development and marketing of innovative startup. It is shown that at various stages of start-up preparation and implementation, entrepreneurs need to know in advance what to demand from marketing at current stage and what to be ready for at the next one. At each transition of one stage to another, marketing should be fundamentally rebuilt.