Marketing as a component of enterprise’s innovative activity

Розглянуто основні засади інноваційного розвитку національної економіки України. Здійснено оцінку діяльності вітчизняних підприємств, які впроваджують інноваційні продукти у свою діяльність. Запропоновано шляхи покращення інноваційного розвитку національної економіки України, враховуючи причини незадовільної ситуації у сфері виробництва і реалізації інноваційної продукції.

The article is devoted to the key practical aspects of innovative development managing at preschool educational institution. Special attention was paid to the reforming and modernizing the education system directions in relation to the innovative activities of educational institutions at various levels. The indicators used to assess the readiness the preschool institution for innovative activities have been analysed and summarized. The article analyses in detail the innovative activities development levels of educational institutions from a practical point of view, which include innovations related to the improvement existing elements of the educational process in educational institutions; innovation related to rationalization, innovation related to modernization, innovation as a pedagogical invention, innovation as a pedagogical discovery. An important aspect of the research was the identification the pedagogical innovations types depending on their radicality in the preschool education system. The innovative development activity management at preschool education institution assumes a permanent and allencompassing nature. Therefore, the article highlights the main interdependent directions in which innovative development takes place. In particular, such key aspects of innovative activity as technicaltechnological and organizational-management are analysed in detail and substantiated. In order to create technological innovations, the pedagogical teams of the preschool education institution must constantly lead the development of education unique models and children intellectual development. As a result, new (innovative) pedagogical technologies are formed. Among the main organizational and managerial innovations in the preschool education institution activities, the following can be distinguished: program-target pedagogical management and marketing, development of new algorithms for conducting control activities in the educational institution and the organization of the internal education quality monitoring system. Therefore, the innovative activity of educational institutions today can cover a wide range of areas in pedagogical and managerial activity.

In the article, the components of the organizational and economic mechanism for intensification of industrial enterprises’ innovative development are suggested. The model of creation of the economic mechanism for industrial enterprises’ innovation activity (IA) is improved. It is established that the difference between the economic mechanism (EM) and the organizational mechanism (OM) lies in the fact that the former aims to achieve goals by regulation of financial, production, technological, innovation and marketing activities, management of enterprise’s development, but it does not involve planning, organization, causes, IA strategy development, ownership form determination, implementation of measures to improve enterprise’s resource availability, methods and techniques of IA decisions-making and implementation.

The aim of the article is to study the dynamics of innovations development, to identify the main problems of innovative activities development and to advance proposals for the incentive instruments formation. The main method of research is the systemic and structural approach, which makes it possible to organize the search for solving problems most effectively. Methods of comparative, functional analysis and classification are also used. The theoretical basis of the article is the conceptual provisions and scientific principles developed by domestic and foreign scientists on the innovative development of industrial enterprises, tools for their implementation. However, the problems associated with the development and implementation of an effective mechanism for applying the innovative development of industrial enterprises in the context of the need to intensify the inclusiveness of innovative processes remain unfinished. The importance and significance of these questions determined the choice of the topic of the article, setting of the purpose and objectives of the study. The article analyzes the status and dynamics of innovative activities of domestic enterprises. The main trends and problems of the enterprises’ innovative development in modern conditions of limited financing and reducing the foreign investment resources are revealed. The level of using various types of innovations by industrial enterprises is investigated and the peculiarities of cost sharing for innovative activities are determined. The condition analysis of innovative activities of Ukraine’s industrial enterprises is carried out, namely the ratio of innovative products sold, the ratio of enterprises engaged in innovative activities, the number of new technological processes introduction and the production development of new types of products by industrial enterprises, funding sources of innovative activities. The structural analysis of various instruments efficiency of innovations financing in the domestic market is carried out. Ukraine’s innovation infrastructure should be provided with adequate resources in the context of a modern international methodology to support innovative business, which will help to minimize and close this gap. The available resources and potential should be focused on supporting research, which is one of the foundations of innovation potential, and creating an effective infrastructure that will help to transform research results into a product suitable for commercialization. Programs should be introduced to support academic payouts, start-ups, or other means of commercial use of innovative investments. The exposure-response relationships of innovative development stagnation are revealed and the ways of optimization and elimination of imbalance are provided. The recommendations for improving the innovative activities of industrial enterprises are developed.

Domestic agricultural enterprises do not have a high level of innovation activity, however, stable and competitive operation of an agricultural enterprise is impossible without its innovative activity. Stabilization of the situation in the agricultural sector with the current level of competition and constant technological variables, the innovative vector of development is the driving component of economic growth. Activation of innovation of domestic agricultural enterprises is one of the important prerequisites for stability and sustainable socio-economic development of the country. Consequently, the effective functioning of the livestock industry is possible only under the conditions of systemic and purposeful innovation aimed at finding a variety of new opportunities provided by the business environment. The innovation process in domestic animal husbandry is clearly aimed at the end result - a certain socio-economic, technical or environmental effects. The efficiency of animal husbandry is determined after the introduction of innovation, calculated by the method of evaluation of investment projects. On the example of Lviv region we analyzed the conditions of innovative activity in animal husbandry, assessed the modern innovative potential of the industry, established the features of its innovation and investment activities. SWOT-analysis is an important component of assessing the position of livestock enterprises in the region. It should be recognized that the innovative activity of livestock enterprises is mainly associated with the final stage of the innovation process – the development of innovations. In 2020, farms of all categories of Lviv region compared to 2019 decreased meat production (sales for slaughter of farm animals in live weight) by 1.6 %, milk – by 4.7 %, eggs – by 0.3 %. cattle on farms of all categories on January 1, 2021 amounted to 144.4 thousand heads (including cows – 86.2 thousand heads), pigs – 346.1 thousand heads, poultry – 10.5 million. heads. Compared to January 1, 2020, the number of poultry increased by 5.7 %, pigs – by 4.1 %, the number of cattle decreased by 8.2 % (including cows – by 8.6 %). Innovative activity of the livestock industry is formed under the influence of the domestic innovation system and has its own specifics, which is caused by the peculiarities of agriculture. Most innovative projects are aimed at introducing innovations that contribute to the intensification of animal husbandry and increase the competitiveness of products. Thus, on the basis of innovative development of animal husbandry it is possible to achieve a significant increase in the competitiveness of agricultural enterprises, which will allow Ukrainian producers to achieve significant results in world markets for agricultural products.

In today’s world of the science and new technologies development all the countries including Ukraine are entrusted with a task of refocusing on the innovative way of evolution. The level of innovativeness of the country depends on the development of enterprises in this regard since exactly the industrial enterprises are able to induce the innovative process and be a multiplier of other economic sectors. Thus it is expedient to re-equip the industry of the state and encourage exactly the high-tech branches thereof. In this regard the goal of this paper is to explore and assess the influence of the criteria of innovative activity of the industrial enterprises on the level of the innovative development thereof. To reach the mentioned goal the criteria of innovative activity of the leading machine building enterprises of Ukraine in Kharkov region are chosen as the object of research. The studied enterprises are innovatively active in Kharkov region according to the criteria of the work thereof. The following criteria of innovative activity of the enterprises are chosen for analysis: the volume of the sold innovative products; the charges for innovation; the research intensity of the innovative products; the share of the studied enterprises in the total volume of the products sold in this region; the quantity of the new technological processes; the quantity of the new innovative kinds of products. The chosen criteria are important for enterprise in relation to the innovative activity and in case of changes have a substantial influence on its development and stability. Methodology. To research the level of innovative development of the machine building enterprises of Ukraine in Kharkov region the author prop: 1) Formation of the matrix of the basic data; 2) Standardization of the basic data; 3) Differentiation of the characteristics on inciters and disincentives; 4) Construction of the etalon; 5) Determination of the distance between the objects and etalon; 6) Calculation of the criteria of the level of development; 7) Preparation of the rating of the enterprises depending on the level of innovative development. Results. According to the results of the conducted taxonomic analysis of the certain machine building enterprises of Kharkov region (Ukraine) the criteria of the level of development of the studied enterprises ranges from 0,524 to 0,878. The obtained result evidences that although the enterprises declare the orientation on the innovative development, actually not all of the studied enterprises are innovatively active at all the criteria. However the rate of the taxonomic criteria of the most of them is inclined to one, that confirms the orientation thereof on the innovative way of development. Value/originality. The data obtained in result of the calculation and analysis encourages the better understanding of the synergies between the criteria of the innovative activity of the enterprises and the level of the innovative development thereof. This allows the enterprises to correct their innovative activity depending on the current situation and take the effective management decisions directed on the way of innovative development in future.

INTRODUCTION. Overcoming the deep socio-economic crisis that characterizes the current state of the economy today is possible only on the basis of radical innovation and investment activity, and above all, the development of science as the main link in innovative development. THE HYPOTHESIS OF THE SCIENTIFIC RESEARCH is to substantiate the ability of agricultural enterprises to innovative and investment development, which is determined by comparing the innovative potential of enterprises with the optimal set of characteristics susceptible to innovations. THE PURPOSE OF THE RESEARCH is to form the prerequisites for the innovative and investment development of agricultural enterprises. THE METHODOLOGY OF THE SCIENTIFIC RESEARCH is to identify factors that hinder the innovative and investment development of agricultural enterprises, their neutralization and directing forces to its development. One of the main methods for research is dialectical, since all innovations are considered as a single whole. As cognitive tools in this study, the concepts of the firm, investment, innovation developed in economic science and managerialism; micro- and macroeconomic approaches; system analysis, economic and mathematical modeling; statistical analysis. Specific methods: analysis and forecasting – when assessing the management system according to various factors of influence on the development of agricultural enterprises – to compare the obtained indicators with the existing system. CONCLUSIONS AND PROSPECTS FOR FURTHER RESEARCH. Important characteristics of agricultural enterprises susceptible to innovations are as follows: the presence of conditions for testing innovations; the possibility of organizational, personnel and financial support for innovation and investment activities; the presence of sales opportunities for promoting a new product to the market and further consolidation on it; access to scientific and technical information and the possibility of its use in innovation processes. The readiness of agricultural enterprises for innovative development is determined by many conditions. First of all, it depends on the chosen strategic direction of innovation activity. The implementation of an innovation strategy of a certain type requires the presence of various resource and organizational support, technical and technological potential, opportunities for the dissemination of innovations, etc. KEYWORDS: agricultural enterprises; innovations; investments; innovative potential; innovations; organizational support; resource support; technical support; technological support; strategic development; strategy.

The article identifies the fundamental problems of innovation as a factor in strengthening the economic security of an enterprise in the context of globalization and integration of the world’s economic space. The factors that have a direct impact on innovation activity both in the country and in the world have been investigated. Clustering of individual countries was carried out and Ukraine’s place among them was determined according to the Global Innovation Index. Using the software packages MS Excel and CurveExpert 5.0, a study of the index of innovative efficiency in Ukraine was carried out; dynamics of financing innovative activities in Ukraine, as well as the impact of the level of capital investment on the volume of financing innovative activities. It is proposed to assess the level of economic security of an enterprise based on indicators of its innovative development. The features of interpreting the concept of “innovative activity of enterprises” have been investigated. The sequence and interconnection of such categories as innovative potential, innovative activity, and innovative activity are analyzed. The structure of the process of innovation activity has been investigated. The rhombus of innovative activity is analyzed, which is formed from the following elements: receptivity to new things – provision of resources – communication and organization of the innovation process – a measure of competence. In the study of the specifics of the management of innovative-active enterprises, the analysis of the features and comparison of the differences between innovation activity and other types of economic activity was carried out. The structure of the process of managing innovatively active enterprises has been developed, taking into account aspects of the safety of activities. The prospect of further research identified a thorough analysis of the features of the management process of innovatively active enterprises, considering the impact of global risks and threats. The principal purpose of the article is to study the essence and main characteristics of innovatively active enterprises in the study's context of the security aspect.

The purpose of the article is to develop a new methodological approach to the analysis of innovative activity of enterprises of the agro-industrial complex in order to ensure their sustainable economic development, taking into account the factors of economic growth. Research methods. The scientific provisions on planning innovation activities and analysis of innovative processes (the essence and content of innovation activity of enterprises are justified), modeling and organization of innovation activity, forecasting its results in economic systems (modern trends in the development of methods for analyzing and assessing innovation activity of enterprises in the system activity), as well as general scientific methods of cognition: systemic (formulated the problems of assessing the innovative activity of enterprises from the standpoint of ensuring their sustainable development and determining potential ways to solve them), complex (analysis of the parameters of the innovative activity of domestic enterprises), abstract-logical (the influence of environmental factors on the innovative activity of the enterprise is analyzed), functional and structural-level research methods (the relationship of internal factors of the enterprise's innovative activity is considered), methods of analysis and synthesis (the relationship of the internal factors of the enterprise's innovative activity is analyzed), evolutionary and historical approaches (the relationship of the factors of the enterprise's innovative activity with the parameters of its sustainable development is considered). Research results. The methodological foundations of the innovative activity of agro-industrial complex enterprises have been theoretically substantiated as the degree of intensity of their actions on the creation and development (practical implementation) of innovations in the context of rapidly changing external conditions and tough market competition. Despite the high cost of mistakes in the innovative development of agricultural enterprises, the analysis of the innovative activity of an enterprise is an important tool for ensuring their sustainable economic development. Scientific novelty. The elements of scientific novelty lie in the theoretical substantiation and experimental confirmation of a new methodological approach to the analysis of the innovative activity of agricultural enterprises in order to ensure their sustainable economic development. This makes it possible to determine the tools for intensifying the activities of enterprises through building up and productive use of intellectual potential. The concept of “innovative activity of enterprises” is clarified and it is shown that this is one of the main characteristics of their innovative activity. The composition of the parameters of innovative activity of enterprises has been improved and a set of factors stimulating and restraining the innovative activity of agricultural enterprises has been determined. On the basis of the conducted analytical studies, the interrelation and power of the mutual influence of factors of innovative activity of enterprises, as well as the relationship of these factors with the parameters of sustainable economic development, were revealed. Practical significance of the article lies in the possibility of using its provisions and conclusions when analysing the relationship of internal factors of innovative activity of an enterprise, as well as when analysing the relationship between factors of innovative activity of agricultural enterprises with an assessment of the sustainability of their market development. The proposed set of methodological recommendations makes it possible to assess the innovative activity of an enterprise in the interests of its sustainable economic development. Tabl.: 2. Refs.: 22.

Subject. The article addresses innovation, financial and economic activities of enterprises of the metallurgical industry of the Russian Federation. Objectives. The purpose is to identify the specific features of innovative activities of metallurgical enterprises in Russia and the impact on financial results to substantiate the advantages of innovation, determine trends and future developments. Methods. We employ general scientific and special methods of scientific cognition, such as systems and comparative analysis, functional and structural analysis. Results. The analysis of innovative activities of Russian metallurgical enterprises revealed the specific features of innovations, identified pain problems of their implementation. The study investigated the influence of innovation activity on financial results of companies, defined the existing shortcomings of innovative development of the metals industry of the Russian Federation. Conclusions. The analysis unveiled a gap with global companies. To minimize the gap, it is advisable to set and implement new goals of the metallurgical industry aimed at the R&D development, the introduction and commercialization of innovations. The main factor in the sustainable development of metal industry in Russia should be an increase in innovation activity, effective interaction of industry enterprises with research and development organizations.

The empirical literature provides strong evidence supporting the relation of various innovation activities, including business innovation. The literature, however, continues to be limited in the context of developing countries, especially considering different types of business innovations. The aim of the present research is to fill the gap in the literature concerning the impact of research and development (R&D) cooperation and various types of investments in innovation for the creation of sustainable business innovation in small- and medium-sized enterprises (SMEs). Particular emphasis in this study is placed on the differences in types of business innovations. The research is based on cross-sectional data (n = 406) collected by the CATI (Computer-Assisted Telephone Interview) method in a Polish peripheral region (Subcarpathian Voivodeship). To examine the relation between different innovation activities and the creation of business innovation, logistic regression was employed. The results show that the outputs of both R&D cooperation and investments are highly dependent on the innovation type. The outcomes suggest that R&D cooperation might be a driver of the implementation of development activities and organizational innovation, while the expenditures on machinery and equipment lead to a greater probability for the implementation of process innovation and development activities. We also found that expenditures on marketing activities and investments in the implementation of new solutions may have an impact on business innovation implementation.

On a global scale, Russia’s competitive advantages remain linked with extractive and low value-added industries despite numerous attempts of the government to make the national economy more innovative. The paper focuses on the problem of the Russian economy’s transi tion to innovative development and overcoming its resource dependency. Methodologically, the paper relies on the concepts of an enclave dual economy and fragmented (dual) innovation sys tems. The object of the study is coal mining regions, which are clustered based on the analysis of investment and innovation activity. Statistical methods of data analysis (calculation of descrip tive statistics) as well as cluster analysis methods (hierarchical method and k-means method) are used for processing the initial information. The researchers form the indicators characteris ing investment and innovative activity in the selected regions. Investment indicators include the ones reflecting the total share of investment in fixed capital by economic activities related to extractive and manufacturing industries. To assess innovation activity the authors calculated the total share of expenses of the organisations of extractive and manufacturing industries on technological innovations. The results of hierarchical analysis in a group of investment activity indicators allow identifying four clusters of regions. Based on the innovation activity indica tors, regions form three clusters. The research findings demonstrate that most of coal mining regions feature low or medium level of investment activity in the extractive and manufacturing industries; medium level of innovation activity in extractive industries and medium or low level of innovation activity in manufacturing industries. The results of the study can be one of the foundations for the regional policy targeting the transition to innovation economy.

The subject of the research is the current state of the fuel and energy complex (FEC) that ensures generation of a significant part of the budget and the innovative development of the economy.The purpose of the research was to establish priority directions for the development of the FEC sectors based on a comprehensive analysis of their innovative and investment activities. The dynamics of investment in the fuel and energy sector are considered. It is noted that large-scale modernization of the fuel and energy complex requires substantial investment and support from the government. The results of the government programs of corporate innovative development are analyzed. The results of the research identified innovative development priorities in the power, oil, gas and coal sectors of the fuel and energy complex. The most promising areas of innovative development in the oil and gas sector are the technologies of enhanced oil recovery; the development of hard-to-recover oil reserves; the production of liquefied natural gas and its transportation. In the power sector, the prospective areas are activities aimed at improving the performance reliability of the national energy systems and the introduction of digital technologies. Based on the research findings, it is concluded that the innovation activities in the fuel and energy complex primarily include the development of new technologies, modernization of the FEC technical base; adoption of state-of-the-art methods of coal mining and oil recovery; creating favorable economic conditions for industrial extraction of hard-to-recover reserves; transition to carbon-free fuel sources and energy carriers that can reduce energy consumption and cost as well as reducing the negative FEC impact on the environment.

The regional innovation ecosystem is an important force to stimulate the innovation vitality by regions. Yet, gaps in previous research limit our understanding of how regional innovation ecosystems contribute to the innovative development of regions. Therefore, this study constructs the regional innovation ecosystem analysis framework from five aspects: innovation actors, government, innovation carrier, innovation resource and innovation environment. Based on the data of 30 provinces in China, we employ the fuzzy set qualitative comparative analysis (fs QCA) to explore causal configurations of innovation ecosystem elements that drive regional innovation development. The results show that (1) regional heterogeneity existed in these configurations. Four types of configurations can drive high regional innovation including the ‘Innovation actors -Government-Carriers-Resources’ type; ‘Innovation actors -Government-Carriers-Personnel-environment’ type; ‘Knowledge innovation actors-government-carriers-resources-environment’ type; and ‘Technology innovation actors-government-carriers-resources-environment’ type. (2) In the three configurations that lead to low regional innovation, the lack of multiple ecosystem elements is the main reason for low regional innovation. (3) Substitutive relationships exist between innovation actors and the innovation environment.

The article highlighted the problems of professional training of tourism managers and their acquisition of relevant competencies during the studies at a higher education institution. In the current conditions of rapidly changing circumstances and the rapidly developing world, it’s worth paying attention to the training of future managers of tourism, in particular the formation of their relevant competencies that can ensure successful activity in the modern tourism industry. The opinions of scientists engaged in research and study of the concept of "competence" and "competency" are analyzed, certain competencies and competences for specialists in the field of tourism are considered. The importance of supplementing competencies with an innovative component for further training of future tourism managers is determined. The innovation and investment component is characterized as the presence of special training in the field of Internet marketing and management theory – the ability to apply economic methods and models to optimize innovative solutions. Innovative training is primarily a competence in the direction of innovative development of the enterprise, firm, institution, organization, which involves knowledge of the creation and implementation of innovation processes, theoretical and practical aspects of innovation, and their impact on enterprise development at different levels. The main competencies have been supplemented with innovative components for the successful preparation of the future manager for innovation and investment activities in tourism which includes competence in the field of innovative specialization of the enterprise, which provides knowledge of technology of innovation processes, psychological and pedagogical training to understand the specifics of teams and groups, solving various problems in production and service teams. The main competencies for the manager of the tourism expert who will carry out innovative activity are defined: moral and psychological competence, pedagogical competence, professional and business competence. Also, the pedagogical conditions of preparation of the future manager for acquisition of the corresponding competences are accordingly considered.