UkrainianProfessional Education

Abstract

In current conditions of globalization and fierce competition the introduction of innovations becomes a key factor in the success and sustainable development of enterprises. An innovative strategy allows companies systematically approach the renewal of products, processes, technologies and business models. The general innovation strategy consists of a consequent step to ensure effective innovative activity of the enterprise, considering the general strategy in conditions of limited resources and the influence of the external environment. Innovative strategies that a company can develop are based on strategic alternatives: constrained growth or growth. In general, the innovation strategy has a lot common with the general strategy of the company and includes either strengthening the position of the company in the selected market segment of a certain industry or active diversification of activities. The main difference between the general strategies and innovative strategies is that the innovative strategy necessarily includes an element of innovation. The primary task in the process of forming an innovation strategy is to define the goals and tasks of innovation activity. It is important for each enterprise to form an individual strategy that depends on the level of product innovation and the type of introduced innovation. While systematizing the existing approaches for the implementation stages of innovation strategy, the following steps were identified in the study: formation of goals and tasks of innovation activity; analysis of the internal and external environment; development of innovative strategy of the enterprise; long-term innovative forecasting based on roadmapping; determination of the necessary resources for innovative activity of enterprise; control over the implementation of the innovation strategy and adjustments if necessary; determination innovative strategy’s impact for the economic development of the enterprise. The steps of forming a strategic roadmap are compatible with the corresponding stages of the strategy and are closely intertwined, which makes their integration into the stages of creating an innovative strategy justified to avoid actions duplication. The unicity and advantage of a strategy map is the use of a timestructured (and often graphical) base for developing, presenting and communicating strategic plans considering technologies’ evolution, products and markets. One of the most important advantages of this approach is communication via functional and organizational connections

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