Вплив життєвого циклу товару промислового підприємства на формування його інноваційної стратегії

Abstract

The article deals with strategic directions of entrepreneurial strategies development in accordance with the product life cycle concept. The approaches of scientists before the formation of stages of the enterprise goods life cycle are considered. On the basis of the analysis of scientific researches the basic characteristics of marketing depending on a stage of life cycle of the goods are generalized. It is found out that at different stages of the life cycle of goods the enterprise makes managerial decisions concerning the main directions of its activity. The directions of the enterprise activity are generalized in accordance with the stages of the product life cycle on such criteria as key strategy, management system, technical development, production, personnel, economics and finance, marketing. The strategic policy of the enterprise in accordance with the product life cycle is studied and generalized. It has been proved that the innovative orientation of the company's activity, which is characterized by innovation, production and marketing potential, is decisive in the development of the company's strategy. The article contains an ABC analysis of the industrial enterprise's activity and draws conclusions about the use of the enterprise's commodity resources. Based on this analysis and the degree to which the enterprise is ready to innovate at different stages of the TLI, conclusions were drawn on the strategic behavior options of the enterprise.