The Global Role of an Entrepreneur: Product Design or Consumer Development
The author submits for discussion the results of a comparative analysis of two approaches to creating an entrepreneurship model. Product development and consumer development models are considered. It is noted that both approaches in different conditions have proven the right to exist and actively apply. The first approach motivates inventors and engineers to manufacture. The second one motivates entrepreneurs. However, the author concludes that these approaches, despite the presence of many distinctive features, do not contradict each other, but can practically demonstrate the effectiveness of synchronous application, showing an example of effective functioning and development of entrepreneurship. The aim of the study is to conduct a comparative analysis of the product development model and the consumer development model, substantiating the expediency of the synchronous application of these models for the effective functioning and development of entrepreneurship. The objectives are to analyze the features of individual stages of product creation: concept, technology, testing and launch into production; to identify the advantages of the process of creating consumers, compensating for the “weak points” of the process of producing a product; justify the need for both approaches to meet customer needs. The hypothesis is that the likelihood of success in an entrepreneur's activities is directly proportional to efforts to attract consumers of a new product while synchronizing the processes of product creation and consumer development. We used the research methods such as the method of deductive inference, comparative analysis of processes, synchronization of goals and actions to obtain key results. As a result of the research, the conclusion was formulated; the concepts and processes of product development and consumer development do not contradict each other. These are the sides of the continuum. A product can be designed and built in synchronously with the development of consumers.