Management of Innovative Activity of Enterprises in the System of Ensuring Their Competitiveness

Анотація

The article examines the theoretical, methodological, and applied aspects of managing innovative activity of enterprises in the context of ensuring their competitiveness under conditions of increasing global competition, digital transformation, and dynamic changes in the external environment. Modern scientific approaches to innovation management, including process, resource-based, strategic, marketing, and institutional approaches, are generalized, which made it possible to substantiate the feasibility of their integration into a unified management system. The mechanism of managing innovative activity of an enterprise is revealed, which includes the stages of identifying innovation opportunities, forming an innovation strategy, implementing innovative projects, and evaluating their effectiveness with feedback provision. It is proved that the efficient functioning of such a mechanism contributes to increasing innovation activity, rationalizing resource use, and ensuring consistency of managerial decisions. The main directions of the impact of innovative activity on enterprise competitiveness are identified, including product, technological, managerial, marketing, organizational, and institutional aspects. It is substantiated that systemic implementation of innovations ensures improved enterprise performance, cost reduction, market expansion, and formation of sustainable competitive advantages. Key problems of innovation management are outlined, including insufficient financial support, low innovation culture, fragmentation of innovation processes, and limited access to modern technologies. Directions for improving the efficiency of innovation management are proposed, including diversification of funding sources, development of human capital, integration of innovation into strategic management, and implementation of digital technologies and the conception of open innovation. It is proved that the formation of a holistic system of innovation management is a key prerequisite for ensuring the long-term competitiveness of enterprises and their adaptability to changes in the external environment.

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