KEY FACTORS OF INNOVATIVE BEHAVIOR OF THE ENTERPRISE IN THE CONTEXT OF INTERNATIONAL ECONOMIC RELATIONS

In the context of globalization and the current level of development of international economic relations, the issues of innovative development of enterprises are becoming more relevant. Technological changes occur rapidly, enterprises must constantly adapt to new conditions, and innovations ensure the use of opportunities provided by international markets. Understanding the factors influencing innovative activity and behavior allows you to effectively plan strategies, minimize the risks of enterprises and maximize the benefits of international economic relations. In order to make informed management decisions that contribute to long-term success, competitiveness and sustainable development of enterprises in the context of international competition, it is necessary to study the factors of innovative behavior of enterprises in the context of international economic relations. Based on the results of the analysis, groups of external (economic, political and legal, social, international) and internal (personnel, financial, organizational, marketing, production and technological) factors were formed. Expert assessment of the positive and negative manifestation of the influence of internal factors and analysis of the opportunities and threats of the external environment ensured the formation of TOWS strategies (SO (Maxi-Maxi), WO (Mini-Maxi), ST (Maxi-Mini), WT (Mini-Mini)) of innovative behavior of the enterprise in the context of international relations.