MARKETING DOMINANT IN MODELS OF ENTREPRENEURIAL STRUCTURES INNOVATIVE POTENTIAL DEVELOPMENT FOR COMPETITIVE BUSINESS STRATEGY REALIZATION

Abstract

The economic entities competitiveness is determined by their ability to create consumer values. Consumer markets dynamic requires mobility in the competitive strategic choice that means it requires those innovative potential components predominant development that provide enterprises with such mobility. The paper aims to form theoretical bases of business structures innovative potential development to improve their dynamic characteristics and increase the ability to implement competitive business strategies. Innovations theory, competitive advantages resource theory, concepts of strategic management, network structures and marketing relationship have been chosen as the research theoretical basis. Based on the machine-building products dynamic and export structure analysis and the Ukraine industrial enterprises innovative activity results, the assumption that their innovative potential do not correspond to the competitive strategies objectives has been suggested. It has been substantiated that the innovative potential development management should be considered in terms of improving the enterprises adaptive and proactive flexibility and that is provided by the marketing function. Based on the above the model of enterprise competitive business strategy selection considering the possibility of building up innovative capacities through the strategic partnerships development has been designed. The motivational environment impact on the partnerships value has been formalized and the task of marketing relationship in this process have been identified. The research results can be useful for the dynamic characteristics and economic systems competitiveness development.