TRANSFORMATION PROCESSES OF THE MACROENVIRONMENT AND THEIR IMPACT ON THE IMPLEMENTATION OF MARKETING INNOVATIONS: ANALYSIS OF THE AVAILABLE POTENTIAL

Abstract

The article analyzes the transformation processes of the macroenvironment of Ukraine and their impact on the prerequisites for the implementation of marketing innovations in the practice of enterprises as a tool for strengthening economic security. The main macroeconomic trends in the formation of solvent demand and business investment activity with the potential renewal of marketing strategies in conditions of high turbulence are established. Nominal and real GDP are studied. It is substantiated that the growth of GDP per capita leads to an increase in the potential of marketing innovations. At the same time, the growth of nominal GDP reflects not only economic activity in the country, but also the level of inflation and devaluation, and the decline in 2014 and 2022 is associated, primarily, with the beginning of the war and a full-scale invasion.

High sensitivity of investments to crisis periods has been revealed, which significantly slows down the dynamics of innovative activity of enterprises. It has been proven that in conditions of macroeconomic instability, marketing innovations evolve from a means of stimulating sales to a preventive mechanism for early detection of changes and timely adjustment of the strategy in the economic security system. The “innovation paradox” of Ukraine is summarized: a combination of a high level of human capital and digital competencies with institutional weakness and insufficient funding for scientific research and development. The marketing component remains underdeveloped, especially in traditional industries with large investments and a long operating cycle, which includes the construction sector. However, the dynamics of processes in modern markets require a prompt response of manufacturers to current needs. The feasibility of developing a model for selecting marketing tools in accordance with the realities of the macroenvironment and the needs of the enterprise is substantiated.