Managing the innovative development of enterprises based on the assessment of startups’ innovation potential: criteria and diagnostic tools

Анотація

Innovation is a fundamental driver of startup formation and development in the context of digital economic transformation and intensifying global competition. The innovative component enables startups to create unique products and services, occupy new market niches, and build sustainable competitive advantages. For startups, innovation encompasses not only technological advancements but also organizational, managerial, and marketing improvements that collectively enhance the effectiveness of the business model. The implementation of advanced technologies and digital solutions contributes to reducing transaction costs, optimizing production and management processes, increasing labor productivity, and improving product quality. A systematic assessment of innovative potential becomes particularly important as a prerequisite for strategic development and successful attraction of investment resources. Innovative potential should be considered as an integrated set of resource, intellectual, technological, organizational, and financial capabilities that determine a startup’s ability to generate, implement, and commercialize innovations effectively. The purpose of this article is to substantiate the theoretical and methodological foundations and to identify key criteria for assessing the innovative potential of startups, as well as to develop diagnostic tools aimed at optimizing their development and strengthening market competitiveness. The study systematizes major approaches to innovative potential assessment, including resource-based, process-oriented, performance-based, and integrated approaches. The application of SWOT analysis of innovative potential and comparative assessment methods between startups is proposed as effective analytical instruments. It is substantiated that a comprehensive evaluation of innovative potential serves as a core element of strategic management, ensuring increased investment attractiveness, enhanced competitiveness, and long-term sustainability of startups in a dynamic and uncertain business environment.

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