Abstract
It is established that the main purpose of innovative activity of trade enterprises is to create a new product (service) and maximize profits from their sale. The factors influencing the development of the innovation process are singled out. The expediency of carrying out innovative activities and developing measures to improve the efficiency of such activities, especially commercial enterprises in conditions of fierce competition. Methods for evaluating the effectiveness of innovative activities of commercial enterprises are studied. It is determined that innovations are mostly associated with significant or radical changes in the work of the enterprise, so there is always a significant risk of losses from the use of innovative solutions or the introduction of innovative products. The causes of uncertainty and the risks caused by the influence of macro- and micro-environmental factors are described. Measures to minimize the risks of innovation activity of trade enterprises are proposed. The expediency of the enterprise’s choice of innovation strategy of its development is substantiated. Proposals have been made to develop innovative activities in order to increase the competitiveness of commercial enterprises.
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