Symakov V. Innovative approaches to the management of e-commerce enterprises in the context of globalization

The dissertation presents a new solution of the scientific problem of developing innovative approaches to the management of e-commerce еnterprises in the context of globalization by substantiating the theoretical and methodological principles and providing practical ecommendations for the use of the concept of innovation support strategy. the enterprise and its sustainable functioning due to: anticipation of the continuity of the innovation process and a constantly high level of innovative activity of the enterprise; harmonization of innovative components and ensuring the proportionality of the development of structural components of the enterprise; advanced economic growth, which corresponds to future technological innovations; ensuring the balance of economic and innovative development in accordance with the strategic and current goals and objectives of innovative development, potential and resources of the enterprise; rapid response to external changes. In order to assess the effectiveness of the strategy of innovative development of e-commerce enterprises developed an improved methodology for evaluating the effectiveness of the strategy of innovative development of e-commerce enterprises, which, unlike existing ones, is based on calculating an integrated indicator of evaluating the effectiveness of innovation development strategy; provides for the identification of the level of efficiency on an identification scale, which is the basis, if necessary, for adjusting management decisions, strategies and tactics of managing the innovative development of the enterprise. In order to improve the methodology of evaluating the effectiveness of the strategy of innovative development of e-commerce enterprises, an integrated indicator of evaluating the effectiveness of the strategy of innovative development of e-commerce enterprises was proposed, which is calculated on the basis of the following groups: marketing, economic, organizational and business indicators. The periodization of the process of formation of e-commerce as a modern form of entrepreneurship is carried out, in particular, four stages of evolution of its development are distinguished: formation of e-commerce as a form of innovative entrepreneurship; ensuring the global presence of e-commerce as a form of innovative entrepreneurship; ensuring the reduction and optimization of e-commerce costs as a form of innovative entrepreneurship; increasing competition and the emergence of new innovative solutions in the field of e-commerce as a form of innovative entrepreneurship; increasing the convenience and speed of interaction between seller and buyer in the field of e-commerce as a form of innovative entrepreneurship. Mechanisms for improving the efficiency of e-commerce enterprises management have been developed and substantiated, directions and means of improving innovative approaches in the management of e-commerce enterprises have been identified. The methodology for evaluating the effectiveness of the strategy of innovative development of e-commerce enterprises has been improved. The directions and means of improvement of innovative approaches in management of activity of the enterprises of e-commerce are defined.