EVALUATION OF INNOVATIVE RISKS IN MARKETING ACTIVITIES AS A TOOL FOR ENSURING STRONG COMPETITIVE POSITIONS OF DOMESTIC ENTERPRISES
Abstract
Pylypenko O.S., Honchar L.V., Yarovyi K.O. EVALUATION OF INNOVATIVE RISKS IN MARKETING ACTIVITIES AS A TOOL FOR ENSURING STRONG COMPETITIVE POSITIONS OF DOMESTIC ENTERPRISES
Purpose. The purpose of the article is an in-depth study of the theoretical aspects of the concept of "marketing innovation risks", their classification and the need for further development of approaches to their evaluation.
Methodology of research. General scientific and special methods were used in the research process, in particular: induction and deduction – at the stage of collecting, systematizing and processing the necessary information; analysis and synthesis – when combining different components of innovative risk; dialectical – when learning about the nature, content and essence of marketing innovation risks of the enterprise; monographic – when studying the scientific experience of the components of marketing innovation risks; abstract and logical – when forming theoretical conclusions.
Findings. A generalization of the theoretical aspects of the concept of "marketing innovation risks", their classification and further development in the conditions of a competitive environment has been carried out. It was found that in the conditions of Ukraine, innovations and marketing are the driving forces of economic development. The expediency of conducting an economic analysis of marketing risks and the factors that determine them, in the direction of strengthening the competitive position of the enterprise through the use of modern economic methods of risk prevention, is substantiated, taking into account that it should be consistent with the tasks and functions of strategic and operational marketing. Methodical advice on forecasting marketing risks, their assessment and the algorithm of actions are provided, which, firstly, take into account the directions of marketing activities (product, price, sales and communication), and secondly, create a synergistic effect from the combined efforts of the management team.
Originality. There was further development of the interpretation of innovative risk in the marketing activity of the enterprise, its classification, the organization of the activities of managers regarding forecasting, prevention and reduction of the impact of innovative marketing risks in the conditions of the competitive environment of the enterprise.
Practical value. Ways to solve the problem of managing the production and sales activities of domestic enterprises regarding the monitoring of external and internal environmental factors that may lead to the emergence of risks in the enterprise's marketing innovation activities are proposed. The implementation of the proposed proposals will solve the issue of strengthening the competitive position of the enterprise due to timely and competent assessment of innovative risks.
Key words: risk, innovations, innovation policy, innovation potential, innovation risk, competitive positions.Keywords
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References
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DOI: https://doi.org/10.37332/2309-1533.2023.3.11
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