АНАЛІЗ ВПЛИВУ ІННОВАЦІЙНОЇ ДІЯЛЬНОСТІ НА КОНКУРЕНТОСПРОМОЖНІСТЬ ПІДПРИЄМСТВ

Abstract

The article is dedicated to the impact of innovative activities on the competitiveness of enterprises. The relevance of the topic is driven by the rapid global growth of the role of advanced technologies in shaping and changing consumer habits significantly influencing the success of B2C (business-to-consumer) companies and determining their market positions and prospects. Understanding the relationship between innovative activities and the long-term sustainability and competitiveness of enterprises requires defining optimal innovative solutions, approaches to their implementation, and shaping a culture of managing the innovation process. The absence of clear development strategies can lead to falling behind current trends, weakening competitiveness and loss of market positions. The research is based on the analysis of regulatory, market, and internal factors influencing the innovative activities of enterprises and their ability to engage in effective competitive struggle, which is reflected in their marketing and financial results. The analysis of innovative activities of enterprises reveals approaches to implementing innovative solutions and their impact on the quality of enterprise management and customer satisfaction. In the course of the study was conducted the analysis of the concepts of innovation and competitiveness. Also was examined the role of innovation in the modern business environment, their interconnection with the competitiveness of enterprises and the necessary prerequisites for organizing and implementing innovative activities by enterprises. The research results confirm that innovation is a key factor in achieving and maintaining the competitive advantage of enterprises, while innovation is not limited to new product development – internal transformations are another priority area of the competition for market leadership. Successful innovative activity is impossible without creating conditions for its management by state and international regulators that ensure the necessary educational and scientific level, developed infrastructure and institutions, free access to capital and transparent business environment.