Managing technological innovation: organizational and administrative strategies for digital marketing

This article is written on the technological innovation governance as part of the organizational and managerial strategies for digital marketing. The objective of the research is to identify the most important issues in the process of implementing innovations in the company and to propose efficient methods for controlling technological operations and changes. The article addresses the following challenges: the difficulty of implanting new technologies in the old structure of the organization, resistance to changes at the personnel level, the priority of ensuring the integration of innovations in the strategic development of the company. Attention is also drawn to the necessity of best investment for implementation of creative solutions, and to the requirement of any time technology market changes. Solutions to the problem include establishing adaptive strategic management programs to new technologies, creating innovative cultures in institutions, and training workers in the change readiness development of workers. Also, the implementation of digital platforms and tools to track and manage the innovation processes plays a key role. The method of investigation comprises data analysis methods, econometric models or mathematical formulas in order to study the effect of technological innovations upon organizational activities and the effectiveness of the latter. The novelty of this work is represented by the system approach toward innovation management development that based on the combination of various management and organizational methods. The key findings of the paper clarified agree that for any well-established technologies strategy should be dependent on flexibility, employee training and the cultivation of an innovating setting.