Стратегія інноваційного розвитку підприємств харчової промисловості в умовах посилення ризиків (на прикладі хлібопекарської промисловості)

Introduction. Outlining the strategic vision of alternatives regarding the innovation development of industrial enterprises implies a multifunctional load on marketing and controlling support systems aimed at increasing the effectiveness of managerial influence to ensure the long-term sustainability and competitiveness of enterprises. Marketing and controlling support decision-making in developing the innovation potential of industrial enterprises to ensure their competitiveness in recovering and strengthening the national economy. Aim and tasks. This study aims to develop and substantiate approaches to strategic forecasting regarding the innovation development of industrial enterprises in marketing and controlling support to modernise and accelerate national economy recovery. Results. The study uses an economic and mathematical model to forecast industrial competitiveness by adjusting key innovation potential components. The model reveals that innovation potential depends significantly on prior investments in innovation made in the previous period, which requires sound management decisions regarding the choice of strategic alternatives for innovation development based on marketing and controlling support. An analysis of the forecasted competitiveness of industrial enterprises in 2023-2024 shows that innovative potential has the most significant impact on competitiveness, with R3 parameter equal to 0.5472, which exceeds the value of R2 parameter of 0.1180 for the competitiveness in the previous period. The proposed ADL model with fixed effects for panel data confirms the dependence of industrial competitiveness on innovation. In particular, a conditional increase in innovation potential of 10% leads to a 5.4% increase in the competitiveness of industrial enterprises during the forecast period. Conclusions. Creating a marketing support system for the innovation development of industrial enterprises contributes to the adaptation of industrial enterprises to conditions of rapid technological processes within the industrial paradigm and enhances resilience to external challenges. Controlling makes it possible to optimise processes and increase the efficiency of management decisions to achieve innovation development’s strategic goals and accelerate industrial enterprises’ competitiveness. Analysing strategic alternatives for innovation development based on marketing and controlling enabled the formulation of strategies to increase industrial enterprises’ development innovativeness and effectiveness.

The article summarizes the arguments within the scientific challenge in choosing the innovation and investment strategy of machine-building enterprises. The main objective of the research is to develop a model for choosing the optimal strategy for innovation and investment development of machine-building enterprises, taking into account their level of investment attractiveness in the market and the level of innovative capacity as well. Systematization of theoretical and methodological material on the model of choosing the innovation and investment strategy of machine-building enterprises has given grounds to conclude that further research is required regarding the modeling issues based on the indicators of a sophisticated analysis of the investment attractiveness of the enterprise and determining its level of innovation potential in order to increase the efficiency of the domestic machine-building enterprises. The relevance of solving this problem is that it is the right choice of a particular type of innovation and investment strategy will help machine-building enterprises to improve the efficiency of their operation and to establish competitive positions in the market. The methodical tools of the research on the model of choosing the innovation and investment strategy are the matrix and convolution methods based on the fuzzy-set theory. The objects of the research JV «Spheros-Elektron» LLC, LEONI Wiring Systems UA GmbH and PJSC «Drohobych Truck Crane Plant» were chosen because they reveal peculiarities of the machine-building enterprises' operation in L'viv region. The paper presented the findings of the choice of appropriate innovation and investment strategies, which showed that PJSC «Drohobych Truck Crane Plant» has entered the zone of application of the strategy of innovation changes and is characterized by both low level of investment attractiveness and low level of the innovative potential. JV «Spheros-Elektron» LLC and LEONI Wiring Systems UA GmbH – both have entered the zone of application of the strategy of differentiation, characterized by an average level of investment attractiveness and a satisfactory level of innovation potential. However, according to the first parameter – the level of investment attractiveness of the company on the market, LEONI Wiring Systems UA GmbH has also approached and is close enough to the application of the opportunistic strategy. The research empirically confirms and theoretically proves that in order to remain on the market of PJSC «Drohobych Truck Crane Plant», it is necessary to modernize the products radically. Furthermore, the main tasks of implementing the differentiation strategy for «Spheros-Elektron» and «LEONI» should be: to invest in the activities of research institutions; to conduct consumer preferences analysis; the analysis of its production capacities; installation of new production lines according to the achievements of the technical progress; production output, which is in demand by the population; holding a capable advertising company. The results of the research can be useful for industrial enterprises in general and machine-building enterprises, in particular. Keywords: fuzzy-set theory, innovation and investment strategies, machine-building enterprise, the model for the selection of the strategy, the strategy of innovation development.

Phenomenon/Issue: Companies around the world invest heavily in innovation and technology development strategies to improve their competitiveness. However, Micro, Small and Medium Enterprises (MSMEs) in Malang Regency still face challenges in adopting digital technology and developing innovations to achieve business success. Purpose: This study aims to analyze the influence of innovation development strategies and technological advances on the success of MSME businesses in Malang Regency, with digital marketing literacy as a mediating variable. Novelty: This study provides new insights into the mediation role of digital marketing literacy in the relationship between innovation development strategies, technological advancements, and MSME business success. These findings can make theoretical and practical contributions that are useful for the development of MSMEs in the digital era. Research Methods: This study uses a quantitative approach with a survey method. Data was collected through a questionnaire distributed to MSME owners or managers in Malang Regency. Data analysis uses structural equation modeling (SEM) to test the research hypothesis. Results: The results of the study show that the strategy of developing innovation and technological advances has a positive and significant effect on the success of MSME businesses. In addition, digital marketing literacy has been proven to mediate the relationship between the two variables. Research Contributions: This research makes a theoretical contribution by expanding the understanding of the mediation role of digital marketing literacy in increasing the success of MSME businesses through innovation development strategies and technological advancements.

The article examines the features of the formation of strategic guidelines for the innovative development of industrial enterprises, taking into account the economic and security crisis in Ukraine. It is noted that the implementation of such guidelines is carried out within the framework of the formation of innovative development strategies, which prompted the study of the stages of strategy development and approaches to their formation. The types of innovative strategies that are currently most widely used among enterprises are analyzed. It is substantiated that the choice of strategic guidelines depends on the resource capacity of the enterprise and the factors of influence of the external environment on its functioning. It is argued that, depending on the resource capabilities of the enterprise and its competitive positions, the formation of strategies should take into account the strengths and opportunities to activate innovative development. It is analyzed that in conditions of economic instability and a difficult security situation, industrial enterprises of Ukraine face a number of problems related to the lack of project financing, lack of intellectual and human resources, and the complication of logistical flows, which affects the ability of enterprises to carry out their production activities. The main approaches to managing the development of a strategy for the innovative development of industrial enterprises are studied, with their advantages and disadvantages being highlighted, since it was substantiated that the implementation of strategic guidelines is carried out in the form of enterprise strategies. It is proved that the activation of the innovative development of industrial enterprises in the conditions of digital transformation is not possible without comprehensive state support, since it is the state that forms a favorable climate for attracting investors, developing international cooperation, and expanding the export potential of the industry. It is substantiated that an important direction in the industry aspect is the formation of appropriate effective interaction at all levels (state, regions, local authorities, scientific and educational institutions with enterprises) to establish partnership relations that will contribute to the activation of innovative development of enterprises and the industry.

The aim of the article. The goal is to develop an approach to management (based on the principles of marketing) of the formation and implementation of strategies for ecologically oriented outstripping innovative development of business entities, which would ensure the transition to sustainable economic growth in the direction of the fourth industrial revolution and the transformation of technological systems, as well as the elimination or reduction of environmental threats to the national (including regional and local), as well as international levels caused by hostilities. Analyses results. The main ecological threats caused by military actions on the territory of Ukraine are defined and systematized according to the directions of influence (domestic or international). An approach to determining the priority of their elimination or reduction is proposed. A sequence was formed and the content of the strategic marketing analysis procedures was outlined to determine innovative approaches to the elimination of environmental threats, and in their direction, corresponding innovative developments, in particular: 1) definition of the circle of those interested in the elimination/reduction of environmental threats, their problems caused by these threats, as well as requests for solving problems; 2) identification of the problems of product manufacturers (service providers) who can offer ecologically oriented innovative developments; 3) forecasting trends in the development of STP in the field of product manufacturers (service providers); 4) determination, on the basis of a joint analysis of the results of previous procedures (1-3), of innovative activity areas, and in their direction of specific innovative products (their main technical and economic characteristics), which are intended for the elimination of environmental threats; 5) development of the principles of innovative development strategy based on ecologically oriented innovations. Methodical principles for choosing a strategic approach to ecologically-oriented innovative development of a business entity have been developed, which include taking into account: the adequacy of the level of potentials-subsystems of the potential of innovative development of the business innovative entity for the implementation of greening strategies of innovative development in the post-war period; consumption costs of the ecological innovation and the usual analogue (if available); circles of organizations and/or population groups (society) interested in eliminating/reducing environmental threats and solving the problems caused by them; opportunities for obtaining ecological competitive advantages by interested organizations and consumers of ecological innovation; possibilities of state (regional) or international support for socially significant environmental innovations. A corresponding decision table has been developed. A system of measures for marketing support of the process of creation and implementation of ecological innovations at the stages of their innovation and life cycle has been formed, which allows to reasonably manage both the specific innovation process and plan measures to withdraw the existing innovation from the market and introduce the next one. Conclusions and directions for further research. The obtained results collectively form the basis of the approach to management of the creation and implementation of strategies of ecologically-oriented innovative development in the post-war period. These strategies provide the conditions for the transition to sustainable economic growth in the direction of the fourth industrial revolution and the transformation of technological systems. At the same time, they are focused on the elimination or reduction of environmental threats at the local, regional, national, and international levels caused by military actions. Further research should be aimed at forming the foundations of the organizational and economic management mechanism on the basis of marketing strategies of ecologically-oriented innovative development in the post-war period, which would ensure the transition to sustainable economic growth in line with the concept of innovative advancement in the conditions of technological transformations.

This article deals with the theoretical foundations and conceptual thesis of forming a strategy for innovative development of the machine-building industry enterprises. Various approaches of national and foreign authors to the definition of “innovative development” and “mechanism” are presented and analyzed. To identify the priorities of engineering enterprise innovative development, this research describes the main stages of forming a strategy for innovative development of the machine-building industry enterprises, taking into account regional innovation opportunities, which is based on a subjective and objective assessment of the state of innovative activity of industrial enterprises as well as identifying factors that stimulate and hinder the innovation process.

On the basis of the research conducted, the article defines the features of economic development, the practical application of innovations and the main factors of influence; researched the essence and trends of Industry 4.0 on a globally, analyzed and identified the main directions of implementation of the Industry 4.0 achievements into enterprises operation, as well as ways to create added value; the development stages of a strategy for innovative development of enterprises proposed by domestic and foreign scientists are reviewed, the development stages of an innovative development strategy in the context of Industry 4.0 are established.

The relevance of the investigated problem is as follows. The presence of competitive advantages in Ukrainian industrial enterprises will be a prerequisite for their survival and recovery at the current stages of the development of the domestic economy. This will be especially relevant in the war and post-war periods. The article aims to study the specifics of the problems and prospects of forming the competitiveness of domestic industrial enterprises and the impact on its level of the personnel management system. The article includes several methods that form the research methodology. The dynamics of domestic business development have been studied. During the war, part of it stopped or partially limited its activities. The levels at which the level of competitiveness of domestic industrial enterprises is formed under dynamic business conditions are analyzed. The article examines micro-level factors affecting the competitiveness of an industrial enterprise, its level. The following factors were analyzed: the production potential of an industrial enterprise, resource potential, technological potential, innovation potential, personnel potential, marketing potential, sales potential, indicators of the efficiency level in using available company resources, etc. Establishing a clear relationship between the level of quality of the workforce (personnel) and the level of competitiveness of specialists will contribute to the formulation of priorities for the development and further implementation of the industrial enterprise's development strategy. Peculiarities of the relationship between the stages of personnel development and increasing the level of competitiveness of the enterprise under highly dynamic business conditions are highlighted. The competitive advantages of industrial enterprises determine the advantages of their personnel in comparison with others. Components for increasing the level of efficiency of its management to increase the level of competitiveness are proposed.

Agriculture and the agrarian complex are really important for the development of the economy of Ukraine. Access to international markets and provision of competitive products open up new opportunities for development and attraction of investments in the agricultural sector of the country. In order to successfully enter the European market and use modern innovative technologies in production, the following aspects are necessary: innovative technologies, product quality, marketing and strategy. Strengthening the state and expanding the export of agricultural products to international markets require the introduction of innovations and improvement of product quality. This creates opportunities for the development of the agricultural sector, attracting investments and contributes to the overall economic growth of Ukraine. The article is devoted to the study of the choice of strategy for the development of small business enterprises under the conditions of European integration. The development of agricultural enterprises in the context of global integration processes and entry into European and world markets requires the implementation of modern methods of strategic development. One of the key tools for achieving success is developing a development strategy. The enterprise development strategy in the agricultural sector must take into account internal and external factors, as well as the goals and objectives of the enterprise. Some aspects that can be included in an agricultural enterprise development strategy include: marketing strategy, investment strategy, human capital development. These aspects will help the agricultural enterprise to effectively adapt to the challenges and opportunities of global integration processes and achieve success in international markets. Development strategies in agribusiness are the interaction of external and internal elements in conditions of environmental instability for the long term in order to implement the set tasks. The success of entrepreneurial activity in agribusiness is largely determined by its strategy. The presence of a single conceptual approach in agribusiness, as a complex economic system, is important in making the necessary decision. The implementation of strategic goals should ensure the survival of the enterprise for a long period of time, the effectiveness and efficiency of activities. It should be taken into account that the strategy in agriculture is difficult to adjust due to the presence of features inherent in this field: dependence on natural and climatic conditions, seasonality. the development and implementation of an innovative development strategy is an important factor for small agricultural enterprises in order to increase their profitability and profitability, expand their market presence and strengthen their competitive positions. Innovation can become a key tool for achieving success in the conditions of growing competition and integration into the European economic space.

The article is aimed at determining and studying methodological approaches to assessing the level of readiness of enterprises of the baking industry of Ukraine for innovative development. The article allocates strategic target guidelines in the system of managing the innovation potential of enterprises of the baking industry, also provides a classification of strategic directions of innovative development depending on the stages of the innovation process and the goals of innovation activity to increase income and establish relationships with customers. Within the terms of the study, a general SWOT analysis of the level of readiness for innovation of enterprises in the baking industry was carried out, which showed that currently the baking industry is characterized by significant risks and threats. By establishing relationships between the strengths and weaknesses of the baking industry and external opportunities and threats, it is possible to develop and substantiate a system of measures necessary for the formation of a strategy for the innovative development of the baking industry. A matrix for assessing the level of readiness of the baking industry enterprise for the formation and implementation of the strategy of innovative development is proposed, and a description of the basic provisions for the preparation of the strategy of innovative development is provided. The scenario approach is proposed to be considered in four vectors: perspective (P – Prospect), ability (A – Ability), relevance (R – Relevance), innovation (I – Innovation). The author also proposes an algorithm of readiness for the implementation of innovations at the enterprises of the baking industry of Ukraine.

The article is dedicated to consideration of theoretical and applied aspects of the main balance factors of construction business successful innovation and investment development. The analysis of scholars’ works enabled presenting the components of a construction enterprise innovation and investment development, in particular process, resource and potential. Considering the relationship between innovation potential and development, the author's definition is suggested, where construction business innovative development is an activity based on constant search and use of new methods, technologies and areas of enterprise potential realization in changing external and internal market of construction products and the adopted competitive strategy of activity and business development. Analysis of the problems associated with conservatism and slowness in introduction and dissemination of new technologies in the construction industry is performed. Despite the fact that energy-efficient technologies are being actively introduced in the industry, “smart homes” are being built etc., analytical report of the Global Innovation Index states that the share of R&D expenditures in construction is only 2.9%. One of the reasons for such a low rate is that a significant part of new technological developments implemented in construction, originate from other industries, namely metallurgy, forestry and woodworking, chemical industries and others. It is established that innovation inertia of Ukrainian construction companies is determined by buildings and structures prolonged operation, during which the faults of the used technology may be revealed as well as builders’ high responsibility for the result, since construction products must be safe for people’s lives. In order to implement the strategy of construction company innovative development, it is suggested to create the success factors of innovation and investment development, which are balanced and to some extent interdependent. Adequate assessment these factors impact will enable choosing the right direction of construction business innovation and investment development and construction industry in general under pandemic and growing economic selfishness.

The article considers the need for industrial enterprises to increase their own competitiveness, as well as the formation of certain competitive advantages. The author identifies the main groups of indicators used in the management of the competitiveness of an industrial enterprise. The classification of methods for managing the competitiveness of an industrial enterprise is given. The factors of increasing the competitiveness of an industrial enterprise are determined. An algorithm for managing the competitiveness of an industrial enterprise has been developed, which includes the following steps: determining strategic goals; identification and analysis of factors affecting the competitiveness of the enterprise; assessment of the influence of factors on the level of competitiveness for each management object; a grouping of methods and measures to increase competitiveness; development and implementation of the organizational and economic mechanism to increase the competitiveness of the enterprise; assessment of results and analysis of the effectiveness of the proposed activities; managerial decision making. The author’s interpretation of the concept of «organizational and economic mechanism» is justified with the aim of increasing the efficiency of competitive stability of an industrial enterprise. The author notes the fact that conducting business to increase profits ignores the criteria for increasing the cost of equity, which are necessary for the further development of an industrial enterprise in a competitive environment. Based on the analysis of scientific literature and taking into account the specifics of the industrial enterprise, a three-component structure of the organizational and economic mechanism for managing its increased competitiveness is modeled.

In the article the problems associated with the definition of the role of investment and innovation as a key factor in ensuring the competitiveness of the industrial enterprises. Various scientific definitions of the concept of "competitiveness of the enterprise" are analysed, on this basis the classification of factors of innovative providing of competitiveness of the enterprise is outlined. Theoretical bases of the essence of innovative activity are investigated, approaches to definition of the concept «innovation» and «development» are analysed. Insufficient use of innovative factor of competitiveness by domestic industrial enterprises is revealed. It is noted that sustainable economic development in the long term is primarily due to the introduction of foreign experience of innovative activities of highly developed countries, the action of factors aimed at supporting the development of advanced achievements of domestic technology and science, technology. Factors of ensuring the competiveness of the economic entity by stimulation of process of introduction of results of innovative activity in its economic practice are investigated. The list of the most important problems in the sphere of innovative activity in Ukraine is formulated. It is proved that the ability of an industrial enterprise to actively innovate increases its chances in competition and creates significant multifaceted advantages. A set of recommendations for improving the innovation activity of economic entities and the mechanism of state influence on the growth of innovative capacity of the enterprise are offered. According to the results of the study of external and internal conditions of activation of innovative activity, the substantive essence of the indicator of innovative competitiveness is revealed, which characterizes the efficiency of the industrial enterprise utilization of the existing innovative potential and the development of the innovation system in which it operates.

The article provides insights into the role of exhibitions in managing innovative development of enterprises in various industries, with or without consideration of risks posed by the COVID crisis. Based on the results of previous research, the findings reveal that the process of innovation development management should involve management decisions made both on each of its structural elements separately and overall. An emphasis is put that the choice of company innovative development strategy and its market promotion strategy for products / services affect the significance and relevance of company exhibition participation as well as the need to plan the exhibition participation costs. The results of the survey of managers and executives in various sectors of the economy who participated in exhibitions during 2019-2020 demonstrate that these costs might also depend on the exhibition objectives and the formats perceived by managers within the overall plan of company innovative development management. The study discusses the major exhibition participation goals in the framework of implementing alternative strategies of enterprise innovative development along with providing evidence that exhibition participation is of the highest priority in case of implementing a novel strategy, and the lowest – in case of using a retro-innovation strategy. The case studies from the selected companies of consumer goods industries presented the goals and a brief description of the specifics of their participation in exhibitions in the process of managing their innovative development. The conclusion has verified that the exhibition participation priorities in the process of enterprise innovative development management vary significantly subject to industry affiliation and the selected strategy for innovative development as well as may result from various restrictions imposed by a pandemic, in particular. Apart from the above, the findings have identified the risks of exhibition activities during the COVID period and outlined anticipated trends of change in business decisions as to exhibition participation. It is argued that online exhibitions have proved a good alternative to traditional exhibitions activities, however they challenge the application of advanced digital technologies. The results of this study can be used to enhance enterprise innovative development management practices.

Современный мир экономики характеризуется высокой конкуренцией, а также стремительным развитием технологий и инноваций. В таких условиях важность конкурентоспособности промышленных предприятий возрастает. В этой статье проведен обзор определений «конкурентоспособность предприятия», представленных в научной и специализированной литературе, представлена авторская дефиниция понятию, рассмотрены основные факторы, влияющие на конкурентоспособность промышленного предприятия в современных условиях. The modern world of economics is characterized by high competition, as well as the rapid development of technology and innovation. In such conditions, the importance of the competitiveness of industrial enterprises increases. This article reviews the definitions of "competitiveness of an enterprise" presented in scientific and specialized literature, presents the author's definition of the concept, considers the main factors affecting the competitiveness of an industrial enterprise in modern conditions.