The necessity of identifying the costs for commercialization of high-tech products is revealed based on theoretical assumptions of marketing models of innovation diffusion. The results obtained show the objective nature of the avalanche increase of transaction costs choice, caused by a high level of information asymmetry, which occurs in gaps in lifecycle of high technology products adoption. A development and systematization of marketing measures to bridge the gap in life cycle of high technology products adoption are made in accordance with the economic interests of the dominant categories of consumers.

Keywords: high-tech products, marketing models of innovation diffusion, life cycle of innovation of high technology products adoption, gaps in life cycle, early market, main market, marketing events, transaction costs of choice, consumer crowdsourcing, high-tech marketing.

DOI: http://dx.doi.org/10.17721/1728-2667.2015/172-7/1

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