Zasadność analizy rynku i kierunków jego rozwoju w działalności badawczo-rozwojowej z perspektywy rachunkowości
The Validity of the Market Analysis and Trends of Its Development in R & D From an Accounting Perspective

Summary/Abstract: Purpose – the aims of article are to present the costs of research and development activities on the example of the enterprise located in the north-eastern Poland and to discuss research and development activi-ties as one of the areas of integration of the information coming from the accounting system and marketing. Design/Methodology/Approach – in the paper, the following methods are used: the case study method, the analysis of subject literature as well as the analysis of selected regulations of balance sheet law. Findings – while making decisions regarding the research and development activities, the researched enterprise took into consideration the possibility of using their results in practice and the possibility of separating the costs of re-search activities from the costs of development activities for the aims of managing an innovative project, their inclusion in the account books and financial reporting as well as for the needs of preparing the documentation necessary for gaining external sources of financing. The analyzed company justified moving from the research stage to that of development with the results of the conducted market analysis and the prospects of the market development in terms of the demand for a new product as well as estimating on this basis the future revenues of sale, expenditures on marketing activities, determining the relation between the level of expenditures and planned revenues, and profits. The conducted market analysis shows that in the future, development activities will generate economic benefits. It also indicates that there is a possibility of activating the costs of develop-ment works in the balance sheet both in the course of their realization and after finishing them. Originali-ty/Value – the paper sheds light on the problem of the integration of the knowledge on accountancy with the knowledge on marketing in the area of research and development activities. The relations are important both from the point of view of theory and the point of view of economic practice. Product innovations tend to be created due to the market demand and they are sensitive to market factors. Marketing shows information, which has to be taken into consideration in the accountancy information system. Thus, accountancy offers and insight into the nature of assets, which it describes, and more comprehensive knowledge on how the reported results is conjugated to the marketing information. In the economic practice, this method allows for an ade-quate presentation of financial information included in the financial report.

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