The Information Support System’s Formation of Marketing Innovative Decisions in Ukrainian Companies

Abstract

Nowadays the main strategic goal of companies can be described as the improvement of the efficiency in order to achieve higher profitability. Under these circumstances, information systems and technologies should be considered as key tools that allow to achieve higher levels of business efficiency and productivity. They allow businesses to create new products and services, as well as brand new business models. Innovations in ICT and management information systems have led to significant changes in managerial methods, processes and vision. The aim of the research is the development and justification of theoretical and methodological foundations of the information support system’s formation for marketing innovative decisions. The comparative and statistical analysis, method of generalization, system and structural analysis, structural and logical modeling, fundamentals of marketing and management, scientific findings devoted to the study of information support of decision-making were used to achieve the goals of the study. As a result, the authors have developed the principles of forming an information support system for marketing innovative decisions in Ukrainian companies. The functions, marketing information system’s structure and its components interactions, sequence and content of stages of MID development and creation, information flows interactions scheme are developed. The research results contribute to the theoretical and practical principles of innovation management in terms of increasing the level of information support for marketing innovative decisions in Ukrainian companies.