INFLUENCE OF INNOVATION STRATEGIES ON THE FINANCIAL STABILITY AND COMPETITIVENESS OF THE ENTERPRISE

The pace of innovation development in the modern world requires timely adaptation of enterprises to changing conditions. The organisation should not only develop innovation policy, but also be able to respond to external challenges that affect the financial stability and competitiveness of the company. In this article on the example of the company ‘Yandex’ the dynamics of financial indicators and their relationship with the share of expenditures on innovation activities were identified using the comparative method. Two regression models (linear and logarithmic) have been developed for quantitative assessment of interrelationships, which allowed to reveal statistically significant influence of innovation activity on profitability and market share. The practical significance of the work is confirmed by the possibility of using the results obtained in the formation of corporate modernisation and crisis management programmes.