Інноваційне управління виробничо-комерційною діяльністю як чинник забезпечення конкурентоспроможності підприємства за умов тотальної цифровізації

Abstract

The purpose of the article is to study the role of digital technologies in the innovative management of industrial and commercial activities and their impact on increasing the competitiveness of enterprises under the conditions of total digitalization. The relevance of the research topic is justified by the fact that an important tool for forming and achieving a high level of competitiveness of a business entity is precisely the effectiveness of its management system, which today is mostly achieved by using of various innovative technologies. During the research, methods of analysis and synthesis, systematic, comparative and historical analysis were used. The article substantiates the need for a systematic approach to decision-making and analyzes the role of innovations in management. It is emphasized that innovations affect all aspects of the company`s activity, contributing to the improvement of efficiency, productivity and adaptation to changes in the market, and, accordingly, to the increase of competitiveness. Arguments are given in favor of the fact that traditional approaches to management need to be d to ensure the competitiveness of enterprises in a dynamic business environment. The essence of the concepts «innovative management» and «innovative management» is analyzed, the differences between them and their role in modern enterprise management are considered. It is emphasized that innovation management is a broader concept that covers all aspects of the enterprise`s activity, while innovation management focuses on specific innovation processes. A comparative analysis of the concepts «innovation management», «innovation management» and «management innovations» was carried out. Innovative management is proposed to be considered as a complex system of measures aimed at the implementation of new ideas, technologies and management methods to achieve the strategic goals of the enterprise and ensure the appropriate level of competitiveness of the enterprise. Advantages and main principles of innovative management are considered. Digital technologies are analyzed as an integral part of modern management. The main advantages of innovative management based on artificial intelligence, big data analytics, mobile and other digital technologies are characterized. The practical value of the research is revealed in the fact that the authors formulated practical recommendations for enterprises regarding the implementation of innovative management and the use of specific digital technologies in management practice.