FORMULATION OF AN INNOVATION DEVELOPMENT STRATEGY FOR A MOTOR TRANSPORT ENTERPRISE IN AN UNSTABLE MARKET ENVIRONMENT

Abstract

The article delves into the theoretical underpinnings and applied dimensions of developing an innovation development strategy tailored for motor transport enterprises operating within Ukraine's volatile market environment. Given the sector's sensitivity to macroeconomic fluctuations, logistical and infrastructure limitations, and the profound disruptions caused by the full-scale war, a comprehensive analysis of the industry's current state is conducted. The paper highlights key innovation vectors, such as digital transformation, the deployment of advanced managerial methodologies, financial engineering, and workforce upskilling, which collectively enhance enterprise adaptability and long-term viability. To effectively measure and manage the innovation potential of transport companies, the study introduces an index-based evaluation framework that quantifies strategic capacity across technological, organizational, and human resource domains. This is further reinforced through a detailed SWOT analysis, which maps out external threats and opportunities against internal strengths and weaknesses, offering strategic foresight. Moreover, the article outlines a phased approach to implementing innovation strategies, encompassing diagnostic, planning, execution, and monitoring stages. Each stage is substantiated with practical recommendations and risk mitigation techniques. The forecasted impact of this strategic framework is substantiated through a series of analytical projections, indicating improvements in cost efficiency, operational sustainability, and market penetration. Ultimately, the findings underscore the critical role of innovation strategy as not merely a tool for survival but as a core driver of competitive advantage, resilience, and sustainable growth for motor transport enterprises amid rapid environmental changes and ongoing national crises.