WAYS TO UPDATE THE MODEL OF THE STRATEGY FOR MANAGEMENT OF INNOVATION PROCESSES AT UKRAINIAN ENTERPRISES IN THE MARKET ENVIRONMENT

Abstract

Changing trends in market transformations associated with changes in demand and supply for goods, services, etc., necessitate updating the model of innovation process management strategies at domestic enterprises. The purpose of the study was to find ways, approaches and methods for updating models of innovation process management strategies at Ukrainian enterprises in a market environment in order to increase their suitability for use under the influence of war risks and general economic uncertainty. To achieve this goal, the methods of content analysis of scientific literature, synthesis, deduction and induction methods, comparison and analogy methods were used. It was established that the first element that requires updating in modern innovation process management strategies are the strategic guidelines that enterprises strive to achieve. It is assumed that, unlike the strategy of innovative development of the enterprise, which aims to implement technological innovations through the prism of achieving the long-term goals of the business entity, the strategy of management of innovation processes should focus not on future changes and the introduction of updates in the future, but on the effective use of innovative approaches and practices already integrated in the enterprise, assessing the level of their effectiveness and finding opportunities to increase it. It is established that the list of elements of the strategy of management of innovation processes can be as follows: strategic guidelines and goals of the enterprise, a description of the organization of the innovation process, the structure and mechanisms of management of the innovation process with the distribution of specific tasks, such as decision-making, motivation, monitoring, control, risk management, information about the ecosystem of the enterprise in which the implementation of the innovation strategy will take place. Ways are proposed to update the model of the strategy for managing innovation processes at Ukrainian enterprises in a market environment, such as using the capabilities of digitalization and artificial intelligence in searching and processing information resources, human-centeredness in HR management and when working with clients, balancing the interests of stakeholders with the strategic goals of the enterprise, using a project approach in management, constant analysis of the market and customer needs, prioritizing the use of own resources to meet the needs for innovative changes, digital transformation of business processes, and risk-oriented management.