Sharko V. Marketing and Logistics Support of the Competitive Strategy of the Innovative Development of the Enterprise.

The dissertation research is devoted to the development of theoretical and conceptual basis and scientific and applied fundamentals for the formation and realization of competitive strategy of innovative development on the basis of marketing and logistics supplying. It is identified the advantages and disadvantages of methods of strategic analysis of innovation activity of industrial enterprises. It is formulated the basic requirements to formation of the modern concept of innovative development of the enterprises on the basis of evolutionary development of concepts of strategic management with taking into account strategic planning, control and regulation. It is specified the stages of development of competitive strategy and the factors influencing each of the stages: technological, production, realization, marketing, professional, organizational and managerial, image-building. It is defined management technologies of development of competitive strategy of innovative development of the industrial enterprise. Groups of indicators of competitiveness of enterprises are defined. It is established the interrelation of the elements of the structure of the competitive strategy and the strategy of innovative development of enterprises. It is put forward the concept of marketing and logistics support of the enterprise, which is based on the laws of evolutionary development, regularities of functioning, system approach, taking into account the factor of resilience (viability), development and realization of the offered directions capable to bring the enterprise to innovative level. It is assessed the level of innovation and investment attractiveness and marketing and logistics support of some enterprises of Vinnytsia and Khmelnytskyi regions. It is developed the scale of intervals of observance of normative characteristics on the basis of the defined high, satisfactory and low levels of innovative development and it is suggested the priority directions of innovative development of the given enterprises. It is determined and systematized the list of endogenous and exogenous factors that influence the level of innovative development of machine-building enterprises. It is systematized tools of management of innovative development of the industrial enterprises. It is offered the competitive model of innovative development of the machine-building enterprise. It is analyzed and generalized the criteria of selection of competitive strategy of innovative development. It is developed system of factor assessments of the level of innovative development of enterprises, it is typed marketing and logistics technologies according to novelty. It is developed the structural interaction of functional blocks in the mechanism of marketing and logistical support of innovative development of the machine-building enterprise. It is built structurally logical model of the mechanism of marketing and logistics support of competitive strategy of innovative development of machine-building enterprise, which includes principles, functions, methods, tools, levers, marketing and logistic technologies of increasing of the level of innovative development of the enterprise. It is determined the list of indicators of the level of innovative development and included to the developed system of monitoring of innovative development of the enterprises.