INNOVATIVE APPROACHES TO MANAGING THE DEVELOPMENT OF PHARMACEUTICAL COMPANIES IN THE CONTEXT OF GLOBALIZATION

The article explores innovative approaches to managing the development of pharmaceutical companies amid global transformational processes. The focus is placed on the necessity of implementing new managerial practices capable of ensuring adaptability, resilience, and competitiveness of the industry’s enterprises in the global market. Key challenges faced by pharmaceutical companies in the modern context are identified, including intensified competition, technological dynamics, changing regulatory requirements, increasing consumer expectations regarding product quality and delivery speed, and the need to shorten the innovation cycle. In this context, the study analyzes modern innovative approaches to company development management, such as digital transformation of business processes, the implementation of open innovation, the formation of strategic alliances, and the advancement of agile management models. Special attention is given to the role of knowledge management, information integration, cloud technologies, artificial intelligence, and Big Data in enhancing strategic planning and operational activities of pharmaceutical enterprises. The article investigates innovation management tools that can facilitate the rapid commercialization of scientific developments, improve the efficiency of production and logistics, and foster long-term relationships with key stakeholders. A comparative analysis of international experience in innovative management within the pharmaceutical sector is presented, along with opportunities for its adaptation to the Ukrainian context. Practical recommendations are proposed for implementing effective mechanisms of innovative development aimed at improving the effectiveness of managerial decisions, increasing the investment attractiveness of companies, and strengthening their positions in the global pharmaceutical landscape. The research findings have practical significance for enterprise executives, innovation management specialists, analysts, and scholars interested in the transformation of the pharmaceutical business based on an innovation-oriented approach.