The article deals with the new methodology of a choice and comparison of investment attractiveness of the innovation and pseudo-innovation products, which use the modern marketing approaches to positioning. The authors point out that by means of the offered instrument investors can identify those innovation and pseudo-innovation products which use appropriate positioning methods for their group and therefore they potentially bring more success. The article substantiates that this technique allows identifying such strategic areas of advance of different innovation and pseudo-innovation products, investing in which can guarantee more than average profit. The offered instruments allow investors to compare the potential directions of investments in innovation sector of economy and allow reducing the level of investment risks.
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