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Strategic Innovations in Management as a Tool for Reducing Risks in the Marketing Activities of Enterprises
Mosiichuk I. V., Poita I. O., Kalinichenko O. O.

Mosiichuk, Iryna V., Poita, Iryna O., and Kalinichenko, Olena O. (2025) “Strategic Innovations in Management as a Tool for Reducing Risks in the Marketing Activities of Enterprises.” Business Inform 1:449–455.
https://doi.org/10.32983/2222-4459-2025-1-449-455

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 3

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UDC 331.341.1:338.24:339.138

Abstract:
The aim of the article is to develop theoretical and methodological approaches to using strategic management innovations to minimize market risks in the marketing activities of enterprises. The study examines the significance of strategic innovations in risk management, particularly in the sphere of enterprises' marketing activities. The relevance of the topic is highlighted in the context of the modern market, characterized by high dynamics of change, uncertainty, and intensified competition. It is shown that integrating innovative approaches into risk management enhances the competitiveness, resilience, and adaptability of enterprises. The study reveals the problems of insufficient development of methodological approaches to assessing the efficiency of strategic innovations and the mechanisms for their integration into marketing activities. The research finds that strategic innovations are an efficient tool for minimizing risks associated with high competition, changing consumer preferences, and economic instability. The article emphasizes the importance of innovative potential for Ukraine as a key factor in economic security and sovereignty, and presents an analysis of international indicators demonstrating the country's competitive position. Various types of strategic innovations and their impact on the marketing outcomes of enterprises are reviewed. Based on the conducted analysis, theoretical and methodological approaches to assessing the efficiency of strategic innovations have been developed, and key directions for further research have been identified. The study outlines key marketing risks, such as high competition, changes in consumer preferences, and economic instability, and proposes adaptive models for responding to these challenges. The developed approaches enable the efficient integration of innovations to minimize risks and ensure the sustainable development of enterprises under the current conditions of globalization and technological changes.

Keywords: strategic innovations, market risks, marketing, enterprise, risk reduction, innovations, management.

Fig.: 2. Tabl.: 2. Bibl.: 8.

Mosiichuk Iryna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics, Management, Marketing and Hotel and Restaurant Business, Zhytomyr Ivan Franko State University (40 Velyka Berdychіvska Str., Zhytomyr, 10008, Ukraine)
Email: [email protected]
Poita Iryna O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics, Management, Marketing and Hotel and Restaurant Business, Zhytomyr Ivan Franko State University (40 Velyka Berdychіvska Str., Zhytomyr, 10008, Ukraine)
Email: [email protected]
Kalinichenko Olena O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics, Management, Marketing and Hotel and Restaurant Business, Zhytomyr Ivan Franko State University (40 Velyka Berdychіvska Str., Zhytomyr, 10008, Ukraine)
Email: [email protected]

List of references in article

“Ukraine ranking in the Global Innovation Index 2024“. https://www.wipo.int/gii-ranking/en/ukraine
“Hlobalnyi innovatsiinyi indeks 2024: yak Ukraina zberihaie innovatsiinyi potentsial v umovakh viiny“ [Global Innovation Index 2024: How Ukraine Maintains Innovation Potential in Wartime]. https://ukrpatent.org/uk/news/main/hlobalnyj-innovatsijnyj-indeks-24-01102024
Karpenko, L., and Chornenka, L. “Identyfikatsiia ta upravlinnia ryzykamy v marketynhovii diialnosti“ [Identification and Management of Risks in Marketing Activities]. Ekonomichnyi prostir, no. 180 (2022): 54-57. DOI: https://prostir.pdaba.dp.ua/index.php/journal/article/view/1112
Kovpaka, A., Mosiichuk, I., and Klimova, I. “Instrumenty innovatsiinoho marketynhu v systemi upravlinnia pidpryiemstvom“ [Innovative Marketing Tools in the Enterprise Management System]. Ekonomika. Upravlinnia. Innovatsii. Seriia : Ekonomichni nauky. 2021. http://eui.zu.edu.ua/article/view/246280
Lobunets, T. V., Medynska, T. I., and Reikin, V. S. “Analiz ryzykiv innovatsiinykh proiektiv v ukrainskomu menedzhmenti ta marketynhu: stratehichni aspekty“ [Risk Analysis of Innovative Projects in Ukrainian Management and Marketing: Strategic Aspects]. Akademichni vizii. 2024. https://academy-vision.org/index.php/av/article/view/897
“Metodolohichni polozhennia derzhavnoho statystychnoho sposterezhennia "Innovatsiina diialnist pidpryiemstv"“ [Methodological Provisions of the State Statistical Observation "Innovative Activity of Enterprises"]. Derzhavna sluzhba statystyky Ukrainy. https://www.ukrstat.gov.ua/norm_doc/2024/253/253.pdf
Poita, I. et al. “Rol stratehii v upravlinni marketynhovoiu diialnistiu pidpryiemstva“ [The Role of Strategies in Managing the Marketing Activities of an Enterprise]. Ekonomika. Upravlinnia. Innovatsii. Seriia : Ekonomichni nauky. 2022. http://eui.zu.edu.ua/issue/view/16082
[Legal Act of Ukraine] (2019). https://zakon.rada.gov.ua/laws/show/526-2019-р#n12

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