Formation Of Competitive Advantages Research Articles

FORMATION OF THE COMPANY’S DIGITAL COMPETITIVE ADVANTAGES

Digital transformation is reshaping the way business companies compete in the market. It requires companies to actively utilize digital technologies to form competitive advantages. The article covers the main theoretical and practical aspects of the formation of competitive advantages of digital companies in the face of uncertainty and risk. The article explores how companies can utilize digital technologies to create competitive advantages. In the course of the study, the sources of digital competitive advantages of the company in the digital economy system were identified. The sequence of formation of new competitive advantages, consisting of four stages, has been determined. The necessity of creating integrated system for the formation and support of the company's competitive advantages, including a set of constantly implemented innovative, investment, marketing, organizational and managerial, personnel and social events, is underlined. The focus is on information technologies and systems, their development, and the impact on the performance of enterprises. The process of forming digital competitive advantages of enterprise is systematized depending on different approaches to the interpretation of competitiveness. The technology of searching for competitive advantages in the context of digitalization is generalized. It is noted that in all aspects of the Company's activities, changes should be made to increase the number of competitive advantages. The key competitive advantages that companies gain as a result of digital transformation are identified. Therefore, based on the above, today any company, regardless of its size and industry, that wants to remain competitive, must integrate a digital strategy into its corporate strategy.

ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВА ЯК ЧИННИК УДОСКОНАЛЕННЯ ПРОЦЕСУ УПРАВЛІННЯ ЙОГО ЕКОНОМІЧНОЮ БЕЗПЕКОЮ

The article examines the role and significance of the enterprise's competitiveness as an important factor affecting its economic security in the context of its management in the conditions of a full-scale war between russia and Ukraine. It has been established that today there are no or insufficiently effective security mechanisms, which does not contribute to the realization by enterprises, in particular industrial ones, of adequate response, adaptation to external and internal threats and their elimination in order to prevent its destruction as an important element of the socio-economic system. In particular, the essence of competitiveness and indicators of its assessment, changes in the sources of the formation of competitive advantages of economic entities as a result of the transition from a pre-industrial society to an industrial and post-industrial one were considered, and it was concluded that in a post-industrial society the dominant sphere of economic activity is the sphere of services and an important role in the formation and development innovation plays a role in business. The positive and negative features of competition and the functions it performs in modern economic conditions are considered, as a result of which it directly affects the efficiency of production in case of increasing its technical level, ensuring and improving quality and expanding the range of products, and therefore the economic security of the enterprise. Attention is focused on the expediency of developing measures adequate to modern conditions to support and increase the level of competitiveness of both the domestic economy as a whole and individual enterprises. It is emphasized that with the appearance of competitive new products, in addition to competitive advantages, threats and risks arise from the external environment, which determines the existence of a connection between competitiveness and economic security of the enterprise. The economic security of the enterprise is characterized and a number of its functional goals are outlined. A conclusion was made about the expediency of developing and implementing a security mechanism adequate to modern conditions in order to restore the economy of Ukraine in the post-war period.

Competitive advantages of an organization in the context of digital transformation of the economy

The work is devoted to the impact of digitalization on the formation of competitive advantages of domestic railway transport, considering the experience of leading foreign companies in this industry. Among the most significant competitors are vehicles with a powerful network of progressive highways. For the formation of a system of evaluation indicators, a criterion is proposed – an increase in the value of the organization, its expediency is substantiated. The assessment of the digital significance of the competitiveness of Russian railways is proposed to be carried out in terms of the increase in the competitive advantages of each organization, taking into account its weight coefficient. It is proposed to calculate the following indicators: market share, logistics development, the introduction of the Internet, the creation of a digital platform, promising business processes.

ESSENCE AND CONTENT OF THE MAIN CONCEPTS THAT MAKE UP THE TERMINOLOGY APPARATUS OF MANAGEMENT OF INNOVATIVE DEVELOPMENT OF THE ENTERPRISE

The article defines the essence of the concept of «innovative» and «development». The definitions of the innovative development of the enterprise were studied and their characteristics and signs were highlighted. The content of the concept of «innovative development of the enterprise» received further development, in which, among the known, attention is focused on the need to highlight the key elements and vectors of innovative changes for the formation of competitive advantages and maintaining the balance of relevant innovations in all structural and functional elements of the enterprise, which ensures the effect of synergy and increasing the development potential of the business entity. Innovations can be grouped into three groups: innovation as a process of qualitative changes; innovation as a result; innovation as a tool for creating new opportunities. That is, «innovative» is the one that is related to the process of qualitative changes, characterizes the result of invention and is aimed at creating new opportunities The main characteristics of the concept of «development» include: irreversibility, purposefulness, balance, manageability, progress, synergism, changes in quality. That is, development is a systemic concept that reflects the irreversibility of purposeful change to a qualitative state and balance. The main signs of innovativeness of development are: innovations (innovations), innovative processes, innovative activities and innovative potential (innovative resources). It should be noted that all scientists agree that the main feature of innovative development is innovation itself, as a certain catalyst, the basis of multifactorial changes. Summarizing the above, it can be stated that the innovative development of the enterprise is a compound and complex concept, which determines the expediency of its consideration from the standpoint of the signs of its innovativeness and actual development.

Tourist Destination Management - As A Tool for the Formation of Competitive Advantages of the Region

The article analyzes the tourist destination as an element of the tourist system. Approaches to the definition of a tourist destination are considered. The features of the tourist destination as a tool for the formation of competitive advantages of the region are revealed.

Tourist Destination Management - As A Tool for the Formation of Competitive Advantages of the Region

The article analyzes the tourist destination as an element of the tourist system. Approaches to the definition of a tourist destination are considered. The features of the tourist destination as a tool for the formation of competitive advantages of the region are revealed.

One economy, but different growth regimes: why Germany’s rural east is still lagging

PurposeThis study aims to elucidate the quantitative and qualitative differences in employment development between German districts. Building on ideas from competitive development and resource-based theory, the paper particularly seeks to explain enduring East-West differences between rural regions by two different forms of competitive advantage: cost leadership and quality differentiation.Design/methodology/approachThis study follows a two-step empirical approach: First, an extended shift-share regression is conducted to analyze employment development in Western and Eastern German districts between 2007 and 2016. Second, the competitive share effect and other individual terms of the shift-share model are further examined in additional regressions using regional economic characteristics as exogenous variables.FindingsThe findings suggest that the above-average employment growth of the rural districts in the West is owed to the successful exploitation of experience in manufacturing that has been gathered by firms in the past 100 years or so. While their strategy is largely based on advanced and specialized resources and an innovation-driven differentiation strategy, the relatively weak employment development of Eastern rural districts might be explained by a lack of comparable long-term experiences and the related need to focus on the exploitation of basic and general resources and, accordingly, on the efficiency-based strategy of cost leadership.Originality/valueThis study offers an in-depth empirical analysis of how the competitive share effect, i.e. region-specific resources beyond industry structure, contributes to regional employment development. The analysis reveals that quantitative differences in rural employment development are closely related to qualitatively different levels of input factors and different regimes of competitiveness.

FEATURES OF THE FORMATION OF COMPETITIVE ADVANTAGES OF MOTOR TRANSPORT ENTERPRISES

The article considers the key aspects of the formation of competitive advantages by motor transport enterprises. In particular, the features that determine the success and sustainability of motor transport companies on the market of transport services are investigated. The purpose of the article is to reveal the key factors that, taking into account the specifics of the industry, ensure the formation of competitive advantages by motor transport enterprises. The authors substantiated the basis of the properties of competitive advantages of enterprises (relative efficiency, uniqueness, sustainability) and summarized the system of factors that influence them. The factors are presented with a division into external and internal, as well as depending on the result of the impact - the formation of permanent or temporary advantages. The modern trends in the formation of competitive advantages by road transport enterprises are defined and characterized, which include: an efficient fleet of vehicles, professional staff, efficient logistics, modern information technologies, flexible tariffs and services, the development of partnership relations, marketing and branding, high quality of service, environmental sustainability, innovative activity. The important role of infrastructure, technologies, management efficiency and development strategies in the context of the formation of competitive advantages is indicated. The article provides practical advice for motor transport enterprises on optimizing business processes, adapting to changes in regulation and implementing innovations that contribute to increasing efficiency and strengthening their competitiveness.

Формування конкурентних переваг як фундаменту міцної конкурентоспроможності підприємств

The purpose of the article is to provide a definition for the «sustainable competitive advantage», outline the different types of advantages and highlight the factors that should be considered when forming such a definition. It is identified that a sustainable competitive advantage is something that a company does better than its competitors for a long period. An advantage can be a company asset, a value, quality, or a characteristic that others find difficult to reproduce. As a result, the advantage factor allows the company to stand out in the market and rise above competitors. Presence of this competition factor helps the company increase sales, increase brand awareness, or make a bigger profit compared to other similar businesses. Several factors affecting an organization’s sustained advantage are allocated, including resource factor, variable cost structure, distribution network, customer service, and intellectual property. The formation of competitive advantages in building a market strategy for the development of a company consists in understanding and successful manipulation with external and internal factors of influence, subject to limited resources and unlimited opportunities. Resources can be combined and developed into abilities, which in turn creates key competencies. Opportunities is a firm’s ability to turn resources into competitive products and processes. They are difficult to document as procedures, and therefore difficult to copy. Intangible resources, as a rule, are the main source of unique strategic opportunities. In turn, capabilities are a more likely source of unique core competencies that create sustainable competitive advantages. The essence of the strategy is to choose actions that differ from competitors – a company can outperform competitors only if it can establish a difference that it will be able to maintain.

Strategic opportunities for the development of digital platforms of industrial companies

Industrial corporations are actively implementing digital technologies, which has an impact on the content of business models. The implementation of the platform approach is the main vector of strategic development of an industrial company. The platform approach changes the processes of industrial business modelling, which have an impact on competitiveness, and forms the leading positions of an industrial company in the market. Digital platforms are becoming the basis for the design of the technological chain, and business processes. The ecosystem nature of digital platforms contributes to the increase of business innovation activity. The functioning of the platforms is aimed at creating new values, implementing the concept of client-centricity, innovative development and the formation of competitive advantages. 36 technological platforms are used in Russia. The technological platform solves ecosystem tasks to ensure the functioning of the information and communication circuit of the digital ecosystem, which determines its strategic orientation.

STRATEGIC MARKETING MANAGEMENT: ESSENCE AND PECULIARITIES

The emergence of strategic marketing was the result of the evolution of the marketing concept. The article is devoted to the analysis of the essence and peculiarities of strategic marketing of companies in the framework of market management. The essence of the «strategic marketing» concept on the basis of scientific approaches analysis concerning its content by foreign and local authors is revealed in this paper. The existing definitions reflect different scientists' vision of its role and content in the modern organization. Most conceptual approaches used a simplified way of interpreting strategic marketing, equating it with the formation of a marketing strategy. The main differences between strategic marketing and marketing strategy were identified. An epistemological analysis of the authors' interpretations of the essence of the definition of "strategic marketing" has allowed identifying the main essential characteristics of it: long-term orientation; dynamic external and internal environment; competitive market; mutual partnership between all market participants; adaptability and flexibility to changing market conditions; marketing strategy is the basis for planning activities. The author's definition of the «strategic marketing» term takes into account: the strategic marketing and strategic management dependence; the role in competitive advantages formation; reaching marketing and financial goals of the organization. Strategic marketing consists of a set of actionable and evaluated phases that together ultimately contributes to the performance of the company: planning, implementation and evaluation phase. The article highlights the variety of methods and tools of strategic marketing management to achieve the goal of each stage successfully. The article discusses the role of strategic marketing as the dominant element responsible for the profitability of the organization.

ЗНАЧЕННЯ ФІНАНСОВОЇ СТАБІЛЬНОСТІ ДЛЯ ІННОВАЦІЙНОГО РОЗВИТКУ ПІДПРИЄМСТВ В УМОВАХ ЦИФРОВІЗАЦІЇ ЕКОНОМІКИ

It has been established that financial stability plays an important role in the activation of innovative development, improvement of the innovative activity of enterprises. It was determined that in the conditions of digitalization of the economy, an important task for enterprises is research, implementation of innovations that will ensure the formation of competitive advantages and the growth of financial stability. The approaches of scientists to the definition of «financial stability», «innovative development of enterprises» and «digitalization of the economy» were studied. The importance of the financial stability of the enterprise in innovative development has been proven, because the provision of financial resources allows the introduction of software and technologies. The results of the financial and economic activity of the company «ATB-Market» LLC were studied and the type of its financial stability was determined. An assessment of the innovative development of the enterprise was carried out and the prospects of its activity were determined. The peculiarities of the information usage and communication technologies at the enterprises of the country have been considered. It has been substantiated that along with financial stability, the innovation activity of the enterprise is affected by digitalization trends, which allows to stay ahead of competitors. The main problems of «ATB-Market» LLC were identified and ways to improve the financial condition were formed, namely: implementation of cost control mechanisms; optimization of financial assessment and supervision processes; increasing the effectiveness of marketing and advertising; application of long-term financial planning strategy; involvement of financial management specialists; introduction of employee motivation system; expanding the range of goods at low prices. The areas of innovative development activation in the conditions of digitalization of the economy have been formed, namely: introduction of electronic payment systems; the information system improvement; the implementation of AI-based programs; digitization of the logistics system and automation of accounting for the availability of goods, introduction of an electronic system for accounting for the expiration date of goods; introduction of innovative means of partially replacing cashiers with artificial intelligence or creating self-service cash registers; development of a program for automatic price tag changes; implementation of modern software.

Transformation of accounting in the digital economy

The article explores the conceptual issues of the state and prospects of development of the accounting system in the digital economy, a review of regulatory support for the transformation of accounting to the digital environment, the level of introduction of digital technologies into the accounting system was investigated and the main reasons that slow down this process. In modern conditions, business development takes place in difficult conditions of dynamic exogenous environment, which necessitates the use of innovative software products in the field of accounting. Digitalization, as one of the main trends in the development of the national economy, causes a change in approaches to doing business and modifies the communication channels of enterprises with stakeholders. The outlined changes necessitate the modernization of accounting as a collection system, processing and storage of information about the activities of the enterprise. It is determined that the main advantages of digitalization of accounting are the following: save time and increase productivity optimization and improvement of communication efficiency; entering new customer service solutions; simplification of accounting processes; reduction of process accounting cycle; improvement of technical tools in information systems and accounting technologies; formation of competitive advantages due to optimization of the workflow. For the qualitative implementation of digital technologies in the accounting should provide a number of requirements: compliance with the technical and economic requirements for the installation of digital technologies; improvement of professional competence of accounting operations; compliance with the company's development strategy; providing feedback from users of digital information. The article studies the state of digitalization of accounting at domestic enterprises and the main obstacles to the rapid transition to the use of innovative software products. The analysis of expediency of introduction of innovative information technologies, the main advantages and disadvantages are determined. In particular, it is proved that the use of cloud technologies significantly improves the efficiency of business processes, there is a trend towards the expansion of the online accounting market based on cloud technologies, there is also an increase in the supply of accounting programs on virtual services. The main difficulties of digitalization of the accounting system of domestic enterprises there is a need for high-quality logistical and personnel support, modern information technology, reorientation of the general business model. Also, the complexity of the use of software products is due to the lack of proper legislative regulation.

ГЕНЕЗИС РОЗВИТКУ КОНКУРЕНТНОГО ПОТЕНЦІАЛУ ТА КОНКУРЕНТНИХ ПЕРЕВАГ ПІДПРИЄМСТВ

The article examines the approaches of scientists to determining the competitive potential of an enterprise, which is aimed at ensuring and increasing the level of its competitiveness. Competitive potential characterizes the available opportunities of the enterprise regarding its development, including the use of reserves and already existing financial and resource support of the enterprise. The properties and characteristics of the enterprise's competitiveness are determined. The aspects of the formation of competitive advantages of enterprises under the conditions of strengthening integration and globalization processes and the determination of the basic factors of success, in particular of a strategic nature, are analyzed. The factors of competitive advantages in the current and strategic perspective of the enterprise's development are substantiated. According to the nature of the formation, the competitive advantages of the enterprise can be divided into internal and external. The specifics of the information and analytical tools for diagnosing the company's competitive advantages and researching the advantages of competing companies are revealed. The conditions for ensuring and increasing the competitiveness of products and enterprises based on modern trends in the development of competitive potential are given. Competitive potential is a component of an enterprise's potential, with the help of which a business entity can increase its competitive advantages, ensuring at the same time the relationship and mutual influence of all elements of the enterprise's management under the condition of improving the adaptive-innovative and information-analytical tools of the organization of business processes. It has been proven that the priority for each enterprise is to highlight its own conceptual principles for strengthening competitive advantages in a strategic perspective and forming criteria for their evaluation. This will significantly affect the provision of effective management of the competitive potential of the business entity. In the aspect of increasing the competitive potential, it is important to consider and define approaches to the growth of all components of the economic potential of the enterprise, taking into account the specifics of the activity.

Retrospective analysis of innovative activity of business entities in the conditions of transformation

Objective. To conduct a theoretical analysis of the categories “innovation” and “innovative activity”. To prove, from the standpoint of historical dialectics, that innovation is an endogenous source of economic growth. Methods. The study used a systematic approach, retrospective analysis, abstract-logical analysis, grouping, comparison, factor analysis. Results. In the current conditions of instability of the world economy, the issue of its further development, including from a technological point of view, is relevant. In historical retrospect, the emergence of technological innovations on the market had a positive impact on the process considered in the study. The recognition of innovation as an endogenous source of economic growth is due to the nature of the post-industrial economic structure, characterized by the decline in the role of traditional factors of production in the formation of competitive advantages of individual producers, as well as the formation of a qualitatively new type of progressive macroeconomic dynamics. In these conditions, the innovative activity of business entities becomes particularly relevant. The article considers various approaches of scientists and representatives of various economic schools to the definition of the concepts of “innovation” and “innovative activity”. Conclusion. Based on a retrospective analysis of a number of scientific papers devoted to innovation, it is concluded that in order to ensure the successful and dynamic development of an enterprise producing high-tech products, it is necessary first of all to widely apply various methods of innovation management, which should include simultaneous and coordinated use of technological, scientific, personnel, commercial and other policies that provide a systematic solution to the problems of innovative development.

АТРАКТОРИ ЯК ОДИН З НАПРЯМІВ ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ РЕГІОНУ

The level of competitiveness of regions depends on the influence of a large number of factors, which can be external and internal, independent and interdependent, random and traditional, significant and insignificant, global and local, etc. Some factors can be predicted, while others are unpredictable. Thus, in managing the competitiveness of a region, it is extremely important to study the factors which, based on the results of analysis, minimize the negative impact of the external environment and use positive trends. The purpose of the article is to substantiate the use of attractors to ensure the competitive advantages of a region. The subject of the study is the factors that influence the competitiveness of the region. The object of research is the processes of strategic management of the region. Research methods: logical analysis, generalization, systematization. The article examines the problem of the impact of numerous factors on the development and level of competitiveness of regions, and outlines the factors influencing the competitiveness of a region by areas (economic, socio-cultural, environmental, political, administrative, scientific and technical, demographic, infrastructure, natural and geographical, etc.). It is noted that all factors have a complex effect and, under the influence of certain combinations of factors, a chain reaction and an enhanced synergistic effect may occur. Given that the same factors can have different effects under different conditions, it is important to form such subsystems of factors, such attractors that will "work" to improve the system. It is proposed to use attractors in the formation of competitive advantages of the region. It is proposed to understand attractors as a set of factors that affects other elements of the system, spreading its features/characteristics to them. Taking into account the attractors in the strategic management of the region will ensure the necessary level of their development and competitiveness. The results of this study can be used as a basis for further research on the specification of attractors for specific regions of Ukraine.

The use of network intralogistics and fulfillment for the functioning of transport and warehouse complexes

This article examines the peculiarities of the functioning of transport and warehouse complexes, taking into account the changes and challenges that arose as a result of both the spread of the Covid -19 pandemic and the conditions of martial law. The key factors on which the formation of competitive advantages of transport and warehouse complexes in unstable economic systems depends are revealed. The reasons for the existence of the controversy regarding the interpretation of the concept of intralogistics and fulfillment network in modern challenges and they have been established that network intralogistics is a system concept, where many complex algorithms and components are interconnected and closely interact, and thus, based on practically oriented technical principles - the technological part of intralogistics should be properly integrated with fulfillment processes, which include a system algorithm of actions from the very beginning of receiving an order from the buyer until the purchase is received, that is, the sphere of relations, in which strategic system principles and their implementation with a system concept of interconnection: logistics and service acquire key importance.

ОПТИМІЗАЦІЯ УПРАВЛІННЯ БІЗНЕС-ПРОЦЕСАМИ У АГАРНИХ ПІДПРИЄМСТВАХ ЛЬВІВЩИНИ

At the current stage, the world economy is actively undergoing digitization of economic processes and penetration of information technologies in all spheres of activity. The market dictates new requirements for the formation of competitive advantages of enterprises and effective concepts of their operation. The relevance of issues related to the peculiarities of managing business processes of agribusiness enterprises in the conditions of digitalization is of particular importance. There was a need to organize the activities of enterprises taking into account the peculiarities of the transition to new principles of the digital economy, forecasting possible related problems, as well as developing solutions and proposals to minimize negative consequences and improve the financial results of enterprises. The article analyzes the dynamics of production of agricultural products in Lviv region by categories of farms. It was established that agricultural production in the region increased by 32.0% during the research period, including at the expense of enterprises - by 1.8 times. Enterprises have significantly increased the production of sugar beets, sunflowers, soybeans, potatoes, fruits and berries. But despite the achieved results, in order to ensure long-term competitive advantages, agricultural enterprises need to pay special attention to improving the management of business processes by creating business models in accordance with the set strategic goals. The authors proposed an algorithm for assessing the effectiveness of business process management of agribusiness enterprises for diagnosing economic activity, forming the necessary strategies for its improvement based on the introduction of innovative technologies. The authors of the article emphasize that the digital transformation of the security of agribusiness enterprises is a market necessity in the era of the information society, and the speed of implementation of digital tools and the use of an integrated approach in the development of a digital strategy of business structures are the key to the success of modern business. And only those enterprises that implement digital innovations can gain a significant competitive advantage in the near term. It has been proven that the complex digitization of business processes in agribusiness, rather than the fragmentary use of digital tools, allows to achieve systematicity in the process of digital transformation and is able to ensure a synergistic effect.

ГЛОБАЛЬНІ ТРЕНДИ ІННОВАЦІЙНОГО РОЗВИТКУ ТЕЛЕКОМУНІКАЦІЙНИХ ПІДПРИЄМСТВ

The functioning of a competitive national economy in conditions of global transformations and a turbulent economic environment is made possible by the use of innovations and active innovative activities in all branches of the national economy. The telecommunications industry is characterized by special importance and influence in terms of the formation of vectors of economic activity in the country and the priorities of innovative technological achievements. Ensuring the improvement of the level of competitiveness of telecommunications enterprises on the basis of innovative activity and development, taking into account global trends in the functioning of the world economic space, is becoming important. The article presents the role and significance of innovations and innovative activity in the formation of a competitive national economy and presents the features of the innovative activity of telecommunications enterprises. The economic content of innovations, innovative process, innovative development of enterprises and their role in the activity of telecommunications enterprises under the conditions of increasing global transformations and world economic turbulence are revealed. The specific properties of the innovative development of telecommunications enterprises in the context of the evolution of the intellectual component of social reproduction have been revealed. Indicators of global indices of innovative development of Ukraine were analyzed. Proposed globalization trends of innovative development of telecommunications enterprises in the context of increasing the level of their competitiveness on the basis of innovation. Challenges and threats inherent in the modern world economy require the transformation and improvement of technical, technological, informational processes and business models used in the telecommunications market, as well as contribute to new technological and technical inventions, increasing the level of intellectualization and knowledge-intensive production processes. The functioning of domestic telecommunications enterprises is under the influence of increasing competitiveness in the global telecommunications market and the existing financial, economic and political turbulence in the world. Therefore, ensuring the formation of competitive advantages of telecommunications enterprises on the basis of innovative development, taking into account global trends inherent in the global economic space, becomes important.

НАУКОВІ ЗАСАДИ УПРАВЛІННЯ |ІННОВАЦІЙНО-АКТИВНОЮ СТРУКТУРОЮ

The article examines the key aspects of managing innovative assets in the modern economic environment and their influence on the formation of the management system of innovatively oriented enterprises. It was determined that currently the intensive technological and informational and digital development of society requires not only the creation of new ideas, products and technologies, but also the effective management of their implementation in practice. The theoretical foundations of innovation management and the principles of ensuring the effectiveness of such management are considered. The role of innovations in the development of the economy is analyzed, taking into account their importance as key sources of the formation of competitive advantages of a business entity. The specific features of the functioning of the innovation-active structure, in particular its aspects such as innovation potential, ability to technological changes and adaptation to the dynamic market environment, were studied. The importance and significance of practical aspects of innovation management in the conditions of dynamic changes in the market environment are proven.