Strategic Innovations in Management as a Tool for Reducing Risks in the Marketing Activities of Enterprises

The aim of the article is to develop theoretical and methodological approaches to using strategic management innovations to minimize market risks in the marketing activities of enterprises. The study examines the significance of strategic innovations in risk management, particularly in the sphere of enterprises' marketing activities. The relevance of the topic is highlighted in the context of the modern market, characterized by high dynamics of change, uncertainty, and intensified competition. It is shown that integrating innovative approaches into risk management enhances the competitiveness, resilience, and adaptability of enterprises. The study reveals the problems of insufficient development of methodological approaches to assessing the efficiency of strategic innovations and the mechanisms for their integration into marketing activities. The research finds that strategic innovations are an efficient tool for minimizing risks associated with high competition, changing consumer preferences, and economic instability. The article emphasizes the importance of innovative potential for Ukraine as a key factor in economic security and sovereignty, and presents an analysis of international indicators demonstrating the country's competitive position. Various types of strategic innovations and their impact on the marketing outcomes of enterprises are reviewed. Based on the conducted analysis, theoretical and methodological approaches to assessing the efficiency of strategic innovations have been developed, and key directions for further research have been identified. The study outlines key marketing risks, such as high competition, changes in consumer preferences, and economic instability, and proposes adaptive models for responding to these challenges. The developed approaches enable the efficient integration of innovations to minimize risks and ensure the sustainable development of enterprises under the current conditions of globalization and technological changes.