Holovchuk Y. The management of the innovative potential of the enterprise on the basis of marketing interaction.

Scientific views on the role of informatization in setting of informative economics. It gave us an opportunity to point out the key emphasis in the economic behavior of the modern enterprises in the context of forms and ways of increasing the competitive advantages, position among them innovative and marketing factors and define their place in the structure of innovative potential. On the basis of gnoseological analysis of the definitions "innovation", "innovative potential" and "innovative development" dialectical unity and intercorrelation of the categories "the potential of the innovation" and "innovative potential" was proved from the point of view of providing the development of the enterprise; it was the basis of the hypothesis about the appropriateness of the forming (development) of the innovative potential of the industrial enterprise in the context of its capacity to maximize the potential of the innovations and suitability of the usage of these resources and technologies of the marketing interaction. The analysis of the context and results of the innovative activity of the native industrial enterprises was made, on the basis of which, the conclusion about worsening of their capacity to create and introduce to the market products, which, would provide their firm positive dynamic. The expert evaluation of the correspondence of the components of the innovative potential of the group of the machinery enterprises of the Podillia region to competitive strategies was made. It was singled out that there is insufficiently high level of the respect of the marketing-informative component, which negatively influence the capacity of the enterprise to distinguish marketing changes and develop adequate actions for supporting constant dynamic of the development. It all confirmed the appropriateness of the improving of the management of the innovative potential of the enterprise on the basis of marketing interactions. Scientific-methodological basis of the management of the innovative potential of the enterprise in the context of competitive strategies on the basis of marketing interaction were formed taking into account the distinguished motivating and informative components of the marketing interaction in the processes of forming and realization of the innovative potential of the enterprise. The demand to the informative supporting of the marketing interaction were distinguished and new opportunities of increasing of innovative potential of the enterprise due to strategic partnership were observed. Scientific-methodological approaches to distinguishing the tasks of marketing interaction were worked out, they were systematized according to functional-structural elements of the innovative potential of the enterprise. This gives us a chance to choose the technologies of the marketing (external and internal) for developing those structural elements of the innovative potential, which provide the gaining of key competences for forming competitive advantages of the enterprise according to the chosen competitive strategy. New scientific-methodological approaches to motivating providing of the management of innovative potential of the enterprise were improved from the point of view of its separate structural components due to distinguishing of dominating motivators of the groups of strategic influence in the processes of forming and realizing of the innovative potential. The influence of motivating environment on the value of the partnership relations in the context of increasing of the innovative potential of all the participants of the partnership was formalized.