MANAGEMENT OF INNOVATIVE ACTIVITY OF ENTERPRISES IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The article is devoted to the study of the theoretical and practical aspects of managing innovative activity in enterprises within the context of digital transformation. The purpose of the article is to substantiate the theoretical and methodological foundations of managing innovative activity of enterprises under digital transformation conditions and to identify factors affecting the efficiency of the innovation process.

The historical development of innovation management theory has been examined, from classical linear models to modern digital models that address the challenges of the Fourth Industrial Revolution. The necessity of integrating digital technologies, including artificial intelligence, the Internet of Things, cloud computing, and big data, into all stages of the innovation cycle is substantiated, which ensures increased flexibility, speed, and scalability of innovative activity. A comparative analysis of innovation management models, “technology-push,” “market-pull,” interactive, open, and digital models has been provided, considering their characteristics, advantages, and limitations. It was found that the digital model, which actively uses digital platforms and ecosystems, is the most effective under conditions of rapid change and high technological dynamics.

The study identified key aspects of digital transformation in innovation management, including the integration of digital tools (ERP, CRM, AI, and big data), the network nature of innovation interactions, the transformation of corporate culture, and the development of new managerial competencies. It is established that successful digital transformation requires a high level of digital maturity of enterprises and investments in digital infrastructure.

The article also presents factors that restrain innovative activity in the digital era, based on the example of Ukraine. Their analysis highlights the complexity of problems hindering the effective implementation of innovation in Ukraine. Insufficient funding for R&D limits the ability to develop new products and technologies, directly affecting an enterprise's competitiveness. The use of outdated technologies reduces product quality and increases operational costs, worsening enterprises’ market positions. Poor digital infrastructure quality creates significant barriers to digital transformation, restraining the development of modern management and production practices. The absence of a clear innovation policy at the company level results in a lack of a systematic approach and demotivates personnel from participating in innovation activities.