Substantiation of making competitive innovative decisions to improve company sales potential management considering risks

Анотація

Introduction. Due to intensification of competition in the market space of a modern company, the timely use of innovative tools for managing its sales potential provides the company with the opportunity to adjust or create the up-to-date models of market behavior of the key target consumers, counterparties and competitors, and, as a result, to create (predict) realistic conditions for preventing negative consequences of emergency risks. This results from high dynamics of transformation of the modern market business environment, its selectivity and heterogeneity, which makes the company management solve a whole set of urgent tasks to substantiate competitive innovative decisions aimed at improving sales potential management. Purpose. Improvement of theoretical and methodological approaches to the innovation aspect in substantiating competitive decisions in sales potential management considering risks. Methods. The theory of managerial decision making under conditions of uncertainty is used involving the systemic and integrated approaches to substantiating competitive innovative decisions aimed at improvement of sales potential management at an agricultural company considering risks. Results. The article highlights the topical problem of rational substantiation for making competitive innovative decisions aimed at improving sales potential management at a company under conditions of uncertainty. Theoretical and methodical approaches to economic substantiation of strategic managerial decisions to ensure the maximum possible level of using the company’s sales potential considering risks are proposed. The criteria for managerial decision making under conditions of uncertainty for individual components of the integrated indicators of assessment and substantiation of possible managerial decision-making alternatives regarding key aspects of sales potential management considering risks are determined. The practical use of the proposed theoretical and methodological approaches is demonstrated by an example of economic activities of agricultural companies.

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