Development Of Innovative Potential Research Articles

Strategic development of the innovative potential of industrial enterprises

The purpose of the article is to evaluate theoretical approaches to the study of various scientific and practical approaches of sustainable economic development. The author of the work has the following tasks: to conduct a comparative assessment of various scientists and economists studying theoretical approaches of sustainable strategic development of innovative potential of industrial enterprises; to identify the main directions of the theoretical approaches to its research of both Russian and foreign scientists; to determine the vectors of the strategic development of the innovative potential of companies in the industrial sector; to analyse and classify the methods that scientists use to study the essence and typology of the innovative potential of industrial enterprises within the economic system. Finally, the theoretical approaches to the study of the sustainable development of the innovative potential of enterprises of the regional industrial complex have been evaluated and used, the research results are formulated. The methods and techniques of application of various innovative technologies, ways, etc. are considered and evaluated. At the present stage of sustainable economic development this is of great importance. The results of the conducted research can be applied while formulating directions for the industrial and spatial development of the country’s economic sectors as well as for the strategic development of the innovative potential of industrial enterprises.

Directions for the development of the innovative potential of industrial enterprises

The article provides a comparative assessment of various scientists and economists studying theoretical approaches to sustainable strategic development of innovative potential of industrial enterprises. The conducted research identifies the main directions of the theoretical approaches to its study, both by Russian scientists and foreign ones. In this regard, it is necessary to pay more attention to the processes aimed at ensuring stable economic growth and, perhaps, even be unable to influence them. In the context of transforming global economic relations, the stability of economic systems is a key element of the development and strategic growth of the innovative potential of industrial enterprises. It is needed to introduce and use various theoretical approaches in the process of forming directions for the strategic development of this potential contributing to the effective establishment of the industrial complex. Methodological approaches of scientific research to the conceptual and essential characteristics and categorisation of the innovative potential of industrial enterprises as part of the economic system are also considered and systematised. The obtained results of the conducted research can be used in assessing the theoretical foundations aimed at studying the theoretical directions of industrial and spatial development of the country’s economic sectors and at the strategic development of the innovative potential of industrial enterprises.

INNOVATION AND INVESTMENT PROVISION OF DEVELOPMENT OF AGRARIAN SECTOR OF ECONOMY OF UKRAINE

The article analyzes the problem of investment and innovation provision of the agrarian sector of the economy of Ukraine. Our country has a significant potential for the development of the agricultural sector due to the large areas of agricultural land and favourable natural and climatic conditions. Investments in modern technologies, high-quality seeds and agrochemicals improve and maximize this potential. The key aspects that contribute to the stimulation of investments and innovations in the country’s economy and contribute to the development of a favourable investment climate, the encouragement of innovative ideas, the study of priority areas for investments, the provision of financial support, etc. have been identified. The priority areas of investment support that will allow to ensure the development of innovation potential are highlighted and the main types of the effects from the application of innovations in the agricultural sphere are characterized. The basic components of investment support for the competitive development of the agrarian sector of the economy are defined, which indicate various sources of investment income of private, state, and international capital. The advantages and disadvantages of sources of investment income and ensuring the competitive development of branches of the agrarian sector of the economy are given. The costs of the scientific research and development by types of work and the dynamics of the number of innovatively active enterprises by types of economic activity in Ukraine were analyzed, the share of innovatively active enterprises in the total number was determined. The sources of financing innovative activity of enterprises of the agrarian sector of the economy of Ukraine are characterized. Innovation and investment mechanisms for ensuring socio-economic development, which affect the formation, development and effectiveness of the innovation and investment environment, are considered. The rating of the «Global Innovation Index» and the position of Ukraine in it, as well as the general principles of investment policy, are given. It was determined that innovative and investment support for the development of the agricultural sector of economy of Ukraine is not only relevant, but also an urgent task to ensure a sustainable and successful future.

Comprehensive analysis of latent reserves of innovative potential development

Comprehensive analysis of latent reserves of innovative potential development

ECONOMIC AND LEGAL ASPECTS OF PROVIDING INNOVATIVE DEVELOPMENT OF THE ECONOMY IN THE CONDITIONS OF INCREASED INFLUENCE OF FACTORS OF A MILITARY NATURE: THE EXPERIENCE OF UKRAINE AND THE COUNTRIES OF CENTRAL AND EASTERN EUROPE

The purpose of the article is to analyze the state of innovative development of the economy of Ukraine and the countries of Central and Eastern Europe and to identify the problems of its provision in the conditions of martial law. The results of the study prove that factors of a military nature have an ambiguous effect on stimulating the innovative development of the country's economy. It has been established that economic evolution through innovation is a prerequisite for strengthening its competitiveness in countering modern challenges and threats. The results of the empirical study made it possible to find out that during the large-scale aggression of Russia on the territory of Ukraine in 2022, a decrease in the level of innovative economic development was also observed in the countries of Central and Eastern Europe. It was established that in 2023, the countries of the analyzed group managed to increase the indicators of innovative activity of business entities and the parameters of the innovative development of the economy. Important problems in ensuring economic progress through innovative activity have been identified: (1) shortcomings of the legislation regulating the innovation sphere; (2) lack of formation of a unified innovation infrastructure; (3) significant tax burden; (4) lack of an effective system of taxation and provision of tax benefits and preferences; (5) lack of effective investment mechanisms in the field of innovation; (6) low level of technological capacity of production facilities; (7) imperfection of the education system; (8) low level of financing of research activities; (9) focus on the export of raw materials and dependence on high-tech imports. In order to ensure sustainable innovative development of the country's economy, it is necessary to create appropriate conditions for the development of innovative potential, activate the creation of cross-border innovation clusters, and strengthen the country's investment attractiveness.

DIRECTIONS FOR THE DEVELOPMENT OF THE INNOVATION POTENTIAL OF ENTERPRISES IN THE CONTEXT OF DIGITAL TRANSFORMATIONS

The article is aimed at reviewing and clarifying the theoretical and methodological aspects of forming the concept of "innovation potential of enterprise". To assess the state of development of the innovative potential of Ukrainian enterprises in the context of digital transformation. To substantiate the feasibility of using a digital transformation strategy to achieve the set goals in the current competitive environment. The level of development of the innovation potential of Ukrainian enterprises was measured over a number of years (2010-2021). Methodology. The article uses economic and abstract and logical research methods in combination with methods of analysis, synthesis and graphical representation. This made it possible to assess the level of development of the innovative potential of Ukrainian enterprises according to the main international rating and macroeconomic indicators. Results. The results of the assessment of the development of Ukraine's innovation potential revealed that the cost of implementing innovative developments in the country's GDP is decreasing every year. It was found that Ukrainian enterprises are slowly diversifying their production towards knowledge-intensive goods and services. This slow state of innovation is reflected in global indices, where Ukraine ranks among lower-middle-income countries. The main reason for this situation is the limited state policy in the field of innovation. It is established that at the state level, the development of innovation potential in the context of digital transformations is formed within the framework of scientific research and high-tech start-ups. Practical implications. In order to increase the innovation activity of enterprises and grow their innovation potential, it is advisable to change the values and guidelines of strategic management. In these conditions, the digital transformation strategy, which is considered as part of the overall communication strategy of the enterprise, becomes relevant for application. In the course of implementing the digital transformation strategy, effective communication interaction between the enterprise and its customers is ensured, and a qualitatively new model of communication processes management is formed and applied, taking into account digital technologies. Value/originality. Research on the development of innovation potential in Ukraine proves the need to use a digital transformation strategy as an effective modern tool for managing an enterprise in the context of digital transformation.

FORESIGHT TRAINING FOR GRADUATE ENGINEERING STUDENTS BASED ON SCIENTIFIC RESEARCH

The purpose of the study is to substantiate the effectiveness of foresight training technology for graduate students of an engineering university based on scientometric research. Its methodological basis consists of constructivist, competence-based, systemic, activity-based and person-oriented approaches. The results of experimental work showed that the effectiveness of foresight training technology for graduate engineering students is an important factor in their successful scientific activity and the development of innovative potential.

SPECIAL ECONOMIC ZONES MECHANISMS AND THEIR ROLE IN THE ECONOMIC DEVELOPMENT OF CENTRAL AND EASTERN EUROPE COUNTRIES (CASE OF POLAND)

Special Economic Zones (SEZs) are widely used in most developing countries and in many developed countries. The main goal of this study is to identify mechanisms of SEZs functioning and their role in the economic development of the countries of Central and Eastern Europe (based on the examples of Poland). As a result of the study presented in the article, the conclusions can be drawn that in the countries of Central and Eastern Europe SEZs are successfully used both as a tool of investment and industrial policy, and through the mechanisms of functioning of SEZs, the interests of private investors and national goals of economic development of the countries are actually merged. The formation of SEZs in Central and Eastern European countries is aimed at industrial development, in particular export production, involvement of advanced technologies and domestic R&D, development of innovative potential of the countries, employment generation, etc. SEZs in Poland serves as an effective tool for the investment policy and are actually part of a competitive package of measures that are used to attract foreign investors along with other forms of promotion of foreign investment. In the history of economic development of SEZs, especially in Central and Eastern Europe, a wealth of experience has been accumulated in attracting foreign investment, and its analysis and use can be useful in justifying the methods and organization of state investment policy in transition countries, including Ukraine.

РОЗВИТОК ІННОВАЦІЙНОГО ПОТЕНЦІАЛУ АВІАПІДПРИЄМСТВ НА ЗАСАДАХ МАРКЕТИНГОВОГО УПРАВЛІННЯ

The article is devoted to highlighting issues of the innovative potential of aviation enterprises and determining the place of marketing in ensuring its functioning. In the process of research, it was established that there are currently a number of views on the potential of the aviation enterprise: resourcebased, effective and combined, the latter, in the opinion of the author, most fully describes its essence. The structural elements of the innovative potential of the aviation enterprise have been determined. The goals of innovative and marketing activity are established, which are determined by orientation to the needs of the consumer, however, if innovative activity is characterized by the development of renewal processes of the aviation enterprise, then marketing acts as a tool for achieving the goals of innovative activity and the basis for the development of its innovative potential. It has been proven that the place of marketing in ensuring the development of innovative potential can be twofold. If marketing precedes sales, then its participation in ensuring the innovation process is reduced to supporting sales efforts, and therefore, it does not cause any impact on the innovation process. In another case, when marketing research precedes innovation activity, it exerts an active influence on the innovation process. The article presents the components of marketing support for the development of the innovative potential of the aviation enterprise, among which the following are highlighted: functions, principles, plan and conditions for the implementation of the task. Particular attention is paid to the types of marketing strategies for ensuring innovative activity and developing innovative potential. Depending on the inclination to R&D, financial support, market niche, management goals, the entire set of strategies is divided into evolutionary and revolutionary, with the allocation of a place for marketing activity in each of them. The result of the conducted research was the author's interpretation of the mechanism of marketing support for the development of the innovative potential of the aviation enterprise, where the principles of its marketing management are implemented in the general contour of innovative activity.

РИНКОВІ АСПЕКТИ РОЗВИТКУ ІННОВАЦІЙНОГО ПОТЕНЦІАЛУ АВІАПІДПРИЄМСТВА В УМОВАХ ЦИФРОВОЇ ЕКОНОМІКИ

The article analyzes the market aspects of the development of innovative potential an aviation enterprise in the digital economy. It is determined that digital transformation opens up wide opportunities of aviation enterprise for increasing the level of productivity in all spheres, actively promotes the development of digital infrastructure and serves as one of the key factors in the development of innovative potential. The forecast changes of the share of the digital economy in the GDP of Ukraine are analyzed. The ways of activating the innovative potential of airline enterprises in the context of applying the provisions of the digital economy are determined. Which includes: ensuring optimization and automation of regulation of economic processes in aviation enterprise; creation of a base for improving the efficiency of scientific and innovative activities and the level of innovative development; ensuring an increase in the level of competitiveness of the environment; increasing the resistance of economic agents to cyclical fluctuations by mitigating the impact of destructive global trends; activation of attraction to the system-forming spheres of economic activity of investment capital, including foreign; enhancing the processes of attracting investment capital for the implementation of regional development programs. The peculiarities of development of the innovative potential of airline enterprises in the context of digitalisation, taking into account the possibilities of digital marketing, are substantiated. The article analyses the determinants of development of innovation potential in the digital economy, which combine various key factors that determine the success of digital innovations in the aviation industry. It is determined that new directions in digital marketing play a significant role in the development of innovative development strategies, which allows airline enterprises to stay ahead of competitors, improve customer impressions and stimulate growth. Digital marketing allows you to personalize communications with the audience, using data and analytics to better understand consumer behavior, and the use of artificial intelligence technologies and big data analysis helps enterprises and organizations not only effectively advertise their products, but also adapt them to changes in consumer preferences. It is substantiated that enterprises that actively integrate digital solutions into their strategy have a unique opportunity to define and change standards in their industry, ensuring stable innovative development in the context of digital transformation.

THE IMPACT OF DIGITAL TECHNOLOGY ON THE ARTS

The article analyzes the relationship between digital technologies and art. In the course of the analytical review, the transformations of the artistic environment in the context of interactivity, visualization of perception and evaluation of works of art under the influence of the digital paradigm are considered. The scale, complexity, and diversity of digital technologies make it difficult to assess the entire digital transformation deployment process in a uniform way. The question of the artist’s interaction with modern technologies is raised, as well as the aspect of the convergence of art with scientific and engineering fields. In the context of contemporary art, innovative technologies of virtual reality, artificial intelligence and their impact on the processes of artistic creativity, starting from the creation of works, are considered. Digital technologies are the knowledge, skills, technological and technical solutions for the creation, processing, transmission and use of digital data, as well as the systems and procedures for their practical implementation. The impact of digital technologies on traditional types of art, on culture, on people, shapes their activities in the context of active digitalization, by means of which the creative process is enriched, causes reflection on the essence and goals of art in the modern space, such as emphasizes its potential for innovative development, as well as warns against possible challenges and contradictions that accompany this process of evolution. Finally, the introduction of digital technologies into the visual arts not only democratizes the creative process, but also opens up new aesthetic and conceptual horizons for it. Hence, the study of the impact of digital technologies on art remains relevant today, suggesting its further analysis in the context of the constantly evolving its technological landscape.

Моделювання впливу факторів цифровізації на економічний розвиток країн світу

The article determines that digitalization as a trend in the development of the global economy manifests itself to different degrees, although the place of each country in the world community depends on the degree of impact of digitalization on the national economic and social environment. Studies of the impact of digitalization on the development of countries’ economies are extremely relevant, as digital technologies are becoming a central element of modern economic development, affecting the productivity, efficiency and competitiveness of countries at the global level. The aim of the article is to build a model of the impact of digitalization factors on the economic development of the countries of the world using the cognitive approach. For this purpose, an appropriate methodical approach has been proposed and its approbation has been carried out. The world ranking indices for assessing the level of digitalization were used as indicators of digitalization, and the indicators of the development of the economies of the world countries were used the indicators characterizing GDP, gross value added, employment, production and trade in goods and services of ICT and computer communications. The World Bank’s World Development Indicators were used as a statistical information base. On the basis of the developed methodical approach, a cognitive model of the impact of digitalization factors on the economic development of the world countries has been built, the ties between the factors have been analyzed and conclusions have been drawn about the interdependencies between them. It is determined that an effective strategy for managing digitalization processes to increase the development of the country’s economy should include the development of innovative potential through the support of research and innovative start-ups, the expansion of digital infrastructure, especially in the field of telecommunications and mobile connectivity, increasing readiness for the introduction of new technologies through educational programs and training of qualified personnel, and the development of e-governance to ensure broad access to digital public services. Such measures will contribute to increasing productivity and growth of added value in production and services, which will lead to GDP growth, ensuring sustainable economic growth and quality of life of the country’s population.

Development of innovative potential of agriculture in the southern regions of the Kyrgyz Republic

Agriculture has a huge impact on the economic indicators of development of the Kyrgyz Republic, but faces several difficulties, the most serious of which are population growth, land degradation, poor financing of the industry, which significantly affects the insufficient volume of products produced and affects the development of the regions. The work examines the possibilities of implementing agrarian-economic policy on a scientific basis, examines indicators and current development tasks in theoretical and practical aspects, in areas such as the creation of innovative competitive industries. The main research method used was data from official statistical information of the Kyrgyz Republic on economic indicators, the direction of exports by type of agricultural products. The criteria for the production specialization of the southern regions are highlighted; it is clear that the economic potential of the regions is far from being fully used and has prospects for innovative development. The study used methods of economic-statistical and legal analysis, the theory of the regional economic system, and gave the level and structural analysis of the development of territories. As a further improvement of the agrarian and economic development of the regions and based on the results of the study, some problematic fragments of regional policy were identified and directions for improving agricultural development were recommended.

ESSENCE AND CLASSIFICATION OF STRATEGIES OF INNOVATIVE SECURITY-ORIENTED DEVELOPMENT OF ENTERPRISES

The article analyzes the existing combinations of the categories "strategy" and "innovative safety-oriented development", formed the content and essence of this definition and improved its classification. In the process of summarizing the results of the analysis of combinations of the categories "strategy" and "innovative safety-oriented development", a number of conclusions were obtained: in the context of strategic management of innovative safety-oriented development, it is more appropriate to use the phrase "strategy of innovative safety-oriented development"; it is possible to single out three basic views on the essence of the strategy of innovative security-oriented development; the main structural elements of the process of strategic management of innovative safety-oriented development include the potential of innovative development, the innovation process, and strategic analysis. On the basis of the obtained conclusions, the author's approach to the definition of "strategy of innovative safetyoriented development" is proposed and its classification is developed.

РОЛЬ ПРОГРАМНОГО ЗАБЕЗПЕЧЕННЯ З УПРАВЛІННЯ ПЕРСОНАЛОМ У РОЗВИТКУ HIGH PERFORMANCE WORK SYSTEMS

The article is devoted to the study of the role of new information technologies in the development of High performance work systems (HPWS), in particular, at Ukrainian enterprises. The objective grounds for the emergence of the concept are considered on the basis of the analysis of literature sources, and the benefits that an enterprise receives are identified. The article highlights the variability of the content of the concept of "high performance work systems" depending on the criteria of staff involvement or commitment. The views of scientists on the structural elements of HPWS are considered. The factors that impede the development of the concept in the business environment are investigated: imperfect distribution of powers and responsibilities, low level of leadership qualities of the manager, unsuccessful mechanism of remuneration of employees. The research focuses on the priorities for staff development in the short term. The global challenges that contributed to the development of the HPWS model in the context of achieving competitive advantages by enterprises are characterized: the tendency of human resource shortage, low labor productivity growth, changes in business strategy, and the rapid pace of digitalization of various sectors of the economy. The expediency of using automated HR management systems as a soft power of HPWS implementation is considered. Some indicators characterizing the potential of innovative development of Ukraine in the context of informatization are analyzed. The expansion of functionality in automated HRM systems from accounting functions to functions of productivity assessment and development of professional competencies of personnel, improvement of the motivation system is traced. The functional capabilities of the most popular HRM systems in Ukraine, both domestic and foreign, are analyzed in the context of the HPWS concept. It is proved that the most common modern HRM systems contain the main elements of HPWS. The disadvantages of HPWS, the overcoming of which is not related to the use of human resource management software, are revealed. Conclusions about the important role of information technology in the development of HPWS, in particular for domestic enterprises, are made.

Інноваційна державна політика в агропромисловому комплексі України як чинник забезпечення продоволь-чої безпеки

Ensuring food security is the primary strategy of the state agricultural policy of Ukraine because, despite the crisis phenomenon provoked by the armed aggression of the Russian Federation, the country's agro-industrial complex remains one of the drivers of support for the national economy of Ukraine and acts as a guarantor of food security for many countries of the world. The methodological basis of the research was modern general and unique methods of scientific knowledge, inductive and deductive, analysis, synthesis and generalization, and forecasting. Economic, social, political, and technological factors are identified among the factors contributing to or hindering the implementation of innovative state policy during the study. It has been established that to increase the efficiency of innovative activity in Ukraine, it is necessary to develop a national innovation strategy and action plan that will determine the priorities, goals, indicators, and mechanisms of innovation policy in the agro-industrial complex to ensure food security and increase the competitiveness of agricultural products on world markets. A mandatory condition for its implementation is the provision of adequate financing, tax, and other incentives for implementing innovative projects by subjects of agricultural production. Ukraine has significant potential for innovative development of the agro-industrial complex to ensure food security. At the same time, this is hindered by several problems related to insufficient funding and insufficient institutional support for innovative activities, low interaction and cooperation between the research, educational, business, and government sectors, lack of commercialization and technology transfer, insufficient market and demand orientation, low competitiveness and internationalization of innovative Ukrainian products and services, etc. Therefore, to increase the efficiency of innovative activity, it is necessary to develop a national innovation strategy and an action plan that will determine priorities, goals, indicators, and mechanisms of innovation policy and provide adequate financing, tax, and other incentives for innovative projects and subjects of innovative activity in the agro-industrial complex to ensure food security. Keywords: innovative policy, food security, armed aggression, agriculture, agro-industrial complex, export, strategy.

Improvement of marketing tools for ensuring the development of the innovative potential of aviation enterprises

The aim of the article. The purpose of the study is to improve the marketing toolkit for ensuring the development of the innovative potential of aviation enterprises. The results of the analyses. It has been established that traditional marketing is no longer sufficient to target the modern consumer, as his needs and requests are changeable, flexible, shaped by the influence of the global competitive environment in the air transportation market. Analysis of consumer behavior and permanent communication between airlines and customers is an indispensable attribute of marketing activities. The improvement of marketing tools for ensuring the development of the innovative potential of airlines emphasizes the need to increase the volume of initial marketing data for the formation of innovative policies, the collection, processing and interpretation of which is impossible without digital marketing tools based on artificial intelligence and machine learning in real time. Adaptation of products and services of air carriers to new market demands in conditions of quite strong competition requires the introduction of progressive marketing tools and technologies, which includes Growth-Hacking. At the stages of development of an innovative offer, Growth-Hacking is aimed at conducting experiments to find the correspondence between new market value and consumer needs. At this transition of a product innovation from concept to marketing and sales, Growth-Hacking tools intersect with adaptive marketing tools in targeting the airline's efforts to attract customers by meeting their needs. If adaptive marketing at this stage operates with general tools for assessing the target audience, strengthening customer relationships, developing a competitive advantage strategy, then Growth-Hacking is aimed at experimental conversion testing through chatbot tools, gamification, conducting usability tests with customers, customer surveys, analysis of customer reviews, use of heat maps. Collecting data and feedback from real customers at this stage helps inform experimentation to find an innovative solution. The creation of a comprehensive system of marketing tools to ensure the development of innovative potential is of crucial importance for the airline's competitiveness, allowing to offer customers more innovative and improved products and services relevant to their needs. Conclusions and direction for further research. The marketing toolkit for ensuring the development of the innovative potential of airlines has been improved, which is proposed to be formed on the basis of the synthesis of digital marketing, adaptive marketing and Growth-Hacking-marketing. The proposed approach covers all stages of the innovation process with marketing tools, starting from the generation of an innovative idea to the implementation of innovative products and services of airlines, therefore its implementation into a functional model of the development of innovative potential is rational. The advantage of the author's vision is the scientifically based marketing tools proposal of the relevance of the innovative idea to the needs and requests of consumers (adaptive marketing based on big data), its quick and cost-effective implementation (Growth-Hacking approach). With the perspective of further research, it is expedient to determine the justification of approaches to the strategic focus of the marketing concept on the development of the innovative potential of aviation enterprises.

FUNCTIONAL MODEL OF THE MANAGEMENT SYSTEM FOR THE DEVELOPMENT OF INNOVATIVE POTENTIAL OF AIRLINE COMPANIES ON THE BASIS OF MARKETING CONCEPT

The article is devoted to the improvement of management of the development of the innovation potential of airlines, which ensures their competitiveness in the global market. The solution to the problems caused by the need to update systems and processes in response to rapid changes in market conditions and the emergence of new technologies is seen as possible through marketing concepts and their tools, which are an integral part of the model of managing the development of innovation potential. The aim of the study is to improve the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts. Methodology. The suggested scientific approach to the formation of a model for the development of the innovation potential of an airline company is based on a study of marketing concepts, which are enclosed in the framework of A. Osterwalder and I. Pinier, based on the phased configuration of the innovation process and taking into account the coverage of functional blocks of innovation development, value proposition formation and implementation of innovations by modern marketing tools of airline companies, integrating the possibilities of developing innovation potential with the needs of the air transportation sector market. As a result of the research, it is proved that the conceptual basis of the functional model for the development of the innovation potential of an airline enterprise is within the holistic concept of marketing, and digital marketing has a conceptual impact on almost all stages of the functional model and is manifested in certain digital marketing tools, contributing to reducing complexity and increasing predictability in the processes of managing the consumption of innovations, prices for innovative products and services, monitoring consumer behavior, partnerships, etc. In addition, the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts is based on the target benchmarks of the sustainable development strategy (macro-marketing concept), the development of value propositions (service dominance theory) and the imperatives of increasing competitiveness and financial success (competitive advantage theory). The practical significance of the results lies in the contribution to the understanding of the use of marketing mechanisms in the process of innovation and emphasizing the need to change the traditional paradigm of airlines' functioning, directing it towards innovative development and achieving competitiveness with a focus on customer needs. Value/originality. The improved scientific approach actually creates a comprehensive theoretical and organizational basis for marketing of innovations of airline companies and will contribute to the effective implementation of marketing support for the development of innovation potential.

DEVELOPMENT OF THE ENTERPRISE POTENTIAL IN CIRCULAR ECONOMY CONDITIONS

The purpose of the study is the formation of a modern conceptual approach to the management of anticipatory development of the innovative potential of enterprises in the conditions of transformations. The theoretical and methodological basis of the study was made up of the following methods: comparison and systematization - to determine the components of the development of the potential of enterprises in the coordination of the economic interests of the participants; deductions - to highlight individual elements of the circular economy as a prerequisite for the development of innovative potential; analysis and synthesis - to substantiate the scientific approach to determining the strategic directions of development of the potential of enterprises. Modern economic processes determine the need to influence the activities of all business entities, in particular, in terms of strategy and tactics. The problem of planning and forecasting the development of the company's potential is aimed at strengthening existing competitive advantages provided by the circular economy. The article substantiates the need to ensure the systemic nature of the development of the company's potential, which will allow for the activation of adaptation changes processes. Prospective directions for the modernization and renewal of the production and commercial process have been determined as a result of the improvement of organizational support for the development of potential for the implementation of innovation. The components of the development of the company's potential in the conditions of the circular economy are substantiated, which include: the economic interests of the participants, the effectiveness of the activity, measures to improve the components. There is a well-founded need to form and implement measures to update the components of the company's potential in their organic combination, to create the basis for an effective "vision" of the company's own development and opportunities for adequate assessment of the weak and strong sides of the company's potential. Proposed and substantiated strategic directions for the development of the company's potential in the conditions of the circular economy. The obtained research results allow enterprises to use the advantages of the circular economy, improve their activities in competitive market segments and maintain competitive advantages based on the development of their potential, taking into account the economic interests of the participants.

ИННОВАЦИОННЫЙ ПОТЕНЦИАЛ СУБЪЕКТОВ ХОЗЯЙСТВЕННОЙ ДЕЯТЕЛЬНОСТИ В УСЛОВИЯХ ЦИФРОВОЙ ТРАНСФОРМАЦИИ

The object of research in the article is the process of digital transformation. The subject of the research is the innovative potential in the context of digital transformations. The purpose of this study is to determine the components of the innovative potential of business entities in the context of digital transformation. As a result of the study, it was substantiated that the development of innovative potential in the context of digital transformation is possible by applying a strategy for developing innovative potential in the context of digital transformation. The main stages of the strategy for developing the innovative potential of economic entities in the context of digital transformation include defi ning the goal, the necessary choice of digital tools to achieve the basic principles, and, of course, obtaining the result itself, taking into account the interaction of the components of the innovative potential of economic entities. The importance of determining the goals of digital transformation for the development of innovative potential, the achievement of which will be facilitated by digital tools that will lead to the formation of the basic principles of digital transformation and ensure the achievement of results through the implementation of the innovative potential of business entities, as well as the interaction of the components of innovative potential in the context of digital transformation with taking into account the innovative activity of business entities. Among the main digital components of innovative development, the following are highlighted: the digitalization of society, the digitalization of business processes and management systems. The results and conclusions of this study can be used in managing the digital transformation of economic activity.