THE INFLUENCE OF INNOVATIVE MANAGEMENT ON THE COMPETITIVENESS OF ENTERPRISES IN THE MODERN WORLD

Abstract

The introduction of innovations is an indispensable condition for the successful operation of modern enterprises, however, the effectiveness of this process depends on proper management, which actualizes the issue of the development of the concept of innovation management. The purpose of the work is to assess the impact of innovative management on the competitiveness of enterprises through the definition of its goals and directions, as well as the study of positive implementation experience. The following methods were used: analysis and synthesis - in the process of identifying the influence of individual areas of innovative management on the competitiveness of enterprises, its goals in various areas of the company's activity, as well as to provide characteristics of innovative management strategies; the case study method - to analyze the positive experience of well-known international companies. The article revealed the impact of individual areas of innovative management (socio-economic, technical, social, management areas, etc.) on the competitiveness of enterprises. The goals of implementing innovative management are characterized depending on the company's field of activity (profit maximization, activity optimization, cost reduction, etc.). The strategies of innovative development are characterized: by an offensive strategy, defensive strategy, imitative strategy, dependent strategy, traditional strategy, "opportunity" strategy, mixed strategy, and "blue ocean" strategy. Examples of the successful experience of international companies that have introduced a holistic information system into their operations (LG Electronics and Whirlpool) are given. Obstacles to the implementation of innovative management in the activities of Ukrainian enterprises were noted: insufficient level of development of innovative culture, impossibility of access to information about effective innovations, insufficient qualification of personnel, tendency to preserve traditional approaches, etc. The practical value of the research lies in the identification of key directions, goals, and strategies of innovative management, which can act as a guide for managers in the course of choosing approaches to its implementation at the enterprise.