Gryshchenko O. The justification of marketing innovative decisions on the industrial enterprises

Research object: marketing processes to ensure the development, adoption and implementation of innovative decisions on the industrial enterprises. Research aim: development of theoretical and methodological bases to justify marketing innovative decisions in industrial enterprises. Research methods and techniques: comparative and statistical analysis; system, structural and logical analysis, graphical analysis, economic and mathematical analysis. Theoretical and practical results: results are the practical developments that improve the efficiency of innovative activities of enterprises through the introduction of marketing innovative decisions. Novelty: the scientific and methodical approach to the phase-iterative selection of marketing innovative decisions based on the system analysis and comprehensive diagnosis of problem areas of management is proposed; the scientific and methodical approach to the implementation of the diagnosis and investigation of the problems' essence that arise in the enterprise, which uses a multidimensional approach to the enterprise environment analysis is improved; the innovative decisions classification by featured: technological parameters, the novelty degree, depth of changes, the scope of use, the impacts on the company, the source of funding, success rate, the novelty scale is improved; the definition of "marketing innovative solution" considering decisions' features in the areas of marketing and innovation is received further development; the scientific and methodical approach to the separation process stages of development, adoption and implementation of marketing innovative decisions is received further development; the scientific and methodical approach to determining the marketing information system structure, which allows to identify the information needs on the process of development, adoption and implementation of marketing innovative decisions is received further development. Level of implementation: scientific, methodical and practical results are implemented in the activity: "Sumskii mashinostroitelnyi zavod" Ltd., "PO "Energomashkomplekt" Ltd., "NPO "Naftogasova tekhnika" Ltd., in the educational process of Sumy State University. Field (industry) use: economy and management of enterprises.