Theoretical fundamentals of innovation potential management in the conditions of using the marketing paradigm

Abstract

Methods. The methodological basis of the research is the scientific principles of the marketing paradigm and their application in the theory of innovative enterprise development. The results of the research are based on general scientific and special methods. In particular, the methods of generalization and comparison were used to formalize the theoretical provisions on the interpretation of the essence of the innovative potential of enterprises; methods of analysis and synthesis – to formalize the internal and external factors that influence the marketing systems to ensure the development of innovation potential, methods of graphical representation and visualization of results – to build a dimensional architecture of marketing support for the development of innovation potential. Results. The article summarizes the scientific interpretation of the essence of the innovative potential of the enterprise by formalizing the following approaches: resource, effective, functional and integrated one. The application of a functional approach reveals the conditions for the use of marketing tools to manage the development of innovation potential. Innovation potential in the context of the marketing paradigm is seen as a set of resources, tools and technologies, market opportunities for effective innovation, ensuring a competitive position in the innovation market environment, innovation through market communications and consumer value innovation. The research and structuring of marketing tools for the development of innovation potential is fulfilled, which allowed to build a spatial architecture of the factor influence of internal and external environment of the enterprise on the formation, development and implementation of innovation potential and its elements. The structuring of innovation potential by elements allowed to recognize its types and the internal focus of activation on the development of certain components. Novelty. Approaches to the interpretation of innovation potential and the specifics of the marketing paradigm are generalized. A dimensional model of building the architectonics of the system analysis of the factor influence of marketing support on the development of the innovative potential of the enterprise is formed. Practical value. The conducted research allowed to formalize the directions and targets of application of marketing support of innovative potential. This formalized the sequence of managing the development of innovative potential of the enterprise.