THEORETICAL BASIS FOR MARKETING SUPPORT OF ACTIVATING ENTERPRISE INNOVATIVE DEVELOPMENT

Анотація

The article investigates the processes of forming and implementing priorities for the innovative development of modern enterprises. It is determined that in the face of global instability and the intensification of technological transformations, innovative activity emerges not only as a tool for increasing profitability but also as a critical factor for strategic survival. The complex multistage structure of the innovation cycle is highlighted, which is viewed as a continuous logical sequence of transforming scientific knowledge into a market product. The content of each stage is detailed: from basic and applied research forming the intellectual groundwork to experimental design developments, initial adoption, and wide diffusion of innovations. An approach to activating innovative development is proposed, based on the principles of economic unity and coherence among different types of innovations. It is suggested to consider marketing support not as a final stage of sales but as an end-to-end function accompanying the innovation throughout all stages of its life cycle—from identifying hidden consumer needs to forming new market niches. Within the proposed approach, the necessity of synchronizing the pace of updating the technical and technological base with the development of the organizational structure and personnel management system is substantiated. Criteria for selecting priority development areas are proposed, including an assessment of science intensity, expected speed of commercialization, and the innovation's ability to create a synergistic effect for other units of the enterprise. Approaches for determining development activation priorities have been developed, which take into account the non-linear and stochastic nature of innovation processes and are focused on aligning internal resource capabilities with external "windows of technological opportunities," thus preventing the dissipation of capital on secondary projects. The developed provisions allow for the formation of a theoretical basis for selecting tools that will enable enterprises to create flexible strategic plans

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