Dashevska T. Marketing management of the innovative enterprise activity

The dissertation for obtaining the Candidate’s degree in Economy, speciality 08.00.04 – Economy and Company Management (by type of activity). – University of Customs and Finance, Ministry of Education and Science of Ukraine, Dnipro, 2021. The approaches to the generalization of the economical implication of the innovation (object-efficient, process-technocratic) have been examined. The structure of the conceptual and categorical framework of the subject area of the innovations, innovative activity and innovative development of the enterprise has been conducted. The components are determined; the peculiarities of the organization of the innovative enterprise development are established. The key marketing concepts of the organization the mechanism of the innovative enterprise development (social and ethical customer orientation; behavior reflection; balance of the influence, implication; situationality) have been summarized. The practicability of the orientation of the mechanism of innovative development to observance of the marketing principium of the competitive segmentation of the innovation has been justified. The comparative generalization of the characteristics of paradigmatic vision of the managing concepts of the innovative enterprise development has been accomplished. The theoretical thesis related to the realization of the concept the marketing management in the innovative enterprise activity has been established. The characteristic of the types of organizational structures of the managing the innovative enterprise activity has been consolidated. The analysis of the innovative activity dynamic of the indigenous enterprises has been realized. The assessment of the level of implementation the innovations by the industrial Ukrainian enterprises have been given. It has been proved that the most fundamental obstacle for the realization of the innovative activity of the majority of the industrial enterprises has been the high capital capacity of the scientific-research and experimental design assignments. The progress of the usage of the marketing attributes of the activation the innovative activity of the industrial enterprises has been evaluated. The dependence of the volume of producing the added value and other indicators of business activity from the technological level of the enterprise has been submitted. The dynamic of the changes of conditions of the activity diary sub-branch of the food industry enterprise in Ukraine has been evaluated. It has been estimated that the food industry as a part of national economy belongs to the department where the traders have been demonstrating really high rate of the economic growth for a long time even in case of significant increase of the market competition. The contradictory character of the dynamic of the indicators of the sales and distribution activity of the industrial diary enterprises has been noted. It has been estimated that the realization of the marketing approach to the management of the innovative activity make more sense to accomplish on the basement of the implementation of the marketing purposes, competence, infrastructure in the mechanism of the decision- making. The methodological approach due to the valuation of the integrative level of the marketing management into the organizational and economic assurance of the innovative enterprise activity has been exploited. The methodical assurance of the marketing priority setting of the activation of the innovative enterprise activity on the basement of the complex generalization of the characteristics of the factors status that determine the content and the character of the requirements in the sphere of the intensification of the innovative processes has been organized. The technology of the formation the innovative politics of the enterprise due to taking into account the brotherhood of the innovation projects with the complementarity parameter in the functional, marketing and operational spheres has been improved. The status of the formation the organizational assurance of the marketing management system of the innovative activity through the construction of the temporary active innovative committees with the specific mandate in the sphere has been proved. It has been submitted that the incumbency of the innovative committee should be determined by the competitive segmentation of the innovations with the characteristic of the targeting to the changes enterprise competitiveness in the target market or in the resource market. Key words: the innovation, the innovative activity, the innovative development, marketing, marketing management, the mechanism of the innovative development, organizational maintenance, the activation of the innovative development.