DEVELOPMENT OF INTELLECTUAL CAPITAL AND MANAGEMENT OF INNOVATIVE PROJECTS IN TRADE

Abstract

Introduction. The innovative vector of trade development as a perspective direction of its modernization in the conditions of strengthening of digitalization processes and growth of scale of crisis phenomena is investigated. The concept of "innovation project management" as a promising area of project management is clarified, which allows to generate intellectual added value based on the strengthening of innovation and intellectualization of commercial processes. The growth of the influence of intellectual capital in ensuring the intelligence capacity of innovative projects in trade is proved. The state and dynamics of development of retail trade of Ukraine are analyzed. The tendencies of formation of intellectual property in the part of the submitted applications for certificates for marks for goods and services in Ukraine are estimated. Intellectual reserves have been established to improve the management of innovative projects and revive trade. The subject of the study is the development of intellectual capital and management of innovative projects in trade. The purpose of the study is to substantiate the feasibility of developing intellectual capital in order to improve the management of innovative projects in trade. Method (methodology). In the research a set of general scientific and special methods was used to substantiate the provisions given in the article, in particular: historical-logical - in the study of innovations in trade and development of intellectual capital to improve the management of innovative projects; analysis and synthesis - to assess the state of development of retail trade in Ukraine; comparison and grouping - to systematize the indicators used in the evaluation of intellectual capital in trade; correlation-regression analysis - to predict changes in trade in Ukraine's retail trade and intellectual property; graphic method - for visual presentation of the results of analytical research; abstract-logical - for theoretical generalization and formulation of conclusions. Results. Bottlenecks have been identified in increasing the intelligence intensity of innovative projects in trade. Forecast models of changes in the number of submitted applications for certificates for marks for goods and services in Ukraine have been built; dynamics of the volume of trade turnover in retail trade of Ukraine, the share of the volume of trade turnover of food (non-food) goods in the total volume of trade turnover in retail trade of Ukraine. The expediency of strengthening the intellectual component of innovative projects to increase their efficiency, the use of innovative forms of trade organization and its revival in modern conditions is substantiated. Scope of results. The development of intellectual capital in terms of intensifying the process of obtaining certificates for certificates for marks for goods and services, will update the management of innovative projects, increase their intelligence and competitiveness, which will positively affect the recovery of trade.