SCIENTIFIC AND METHODOLOGICAL APPROACH TO DETERMINING THE OPTIMAL COMBINATION OF TOOLS FOR IMPLEMENTING AN INNOVATION PROMOTION STRATEGY

Abstract

The article presents the results of research on the innovation promotion strategy toolkit. In the enterprise management system, the optimal combination of innovation promotion strategy tools is aimed at creating, supporting and developing competitive relations in the market environment through a correctly defined and effectively functioning marketing interaction system. It is proven that the integration of the innovation promotion strategy into the management system directs enterprises to long-term promising functioning in a changing market environment, thus, the management system is oriented towards the use of certain promotion tools that should be used within the boundaries of an effectively functioning enterprise management system. Consideration of the application of the innovation promotion strategy toolkit at the enterprise through the prism of a process approach to management can be implemented through the analysis of consistently performed management functions. It is substantiated that determining the optimal combination of innovation promotion strategy tools in the enterprise management system will provide an opportunity to solve the following tasks: to organize marketing intelligence information, to create and develop databases in the field of marketing; implement a methodical and regular analysis of the requirements and requests of the key interaction subjects; formulate strategic, tactical and functional goals; trace the life cycle of effective goods or services, which will provide enterprises with additional competitive advantages, will allow them to serve the target interaction subjects better than competitors; choose and implement in practice strategies for promoting innovations; make sound management decisions in terms of the priority of the subjects of relations.