IMPLEMENTATION OF THE INNOVATION DEVELOPMENT STRATEGY FOR ENTERPRISE FUNCTIONAL UNITS THROUGH THE APPLICATION OF COMBINED EFFICIENCY ASSESSMENT METHODS

The article is devoted to the study of approaches to the implementation of an innovative development strategy for the functional units of an enterprise in a highly competitive environment. The author analyzes the essence of strategic innovative development as a systemic approach to the creation, implementation, and commercialization of new ideas, technologies, and processes. The article analyzes the main challenges of implementing innovations, including resource constraints, organizational inertia, cultural barriers, and specific issues of functional units such as functional limitations and priority conflicts. It examines the transformation of functional units from specialized centers of expertise to centers of innovation activity, requiring hybrid management structures that combine traditional hierarchies with project teams and matrix organizations. The paradoxical impact of innovations on short-term performance is explored, particularly relating to learning curve effects and the dual workload of employees who must simultaneously maintain current operations while implementing new approaches. A combined performance evaluation system is proposed, consisting of three levels: basic (operational excellence), developmental (innovation and growth), and integrative (strategic alignment). The proposed system is based on principles of dual focus, adaptability, contextual relevance, and motivational alignment. Critical success factors for implementing the system include top management support, employee involvement in development processes, and gradual implementation approaches, while key risks encompass system complexity, goal conflicts, and misinterpretation of results, each requiring specific mitigation strategies. The author emphasizes the importance of a balanced approach to performance management, combining support for current operational activities with active implementation of innovative initiatives through dynamic redistribution of weight among system components and use of protective mechanisms to ensure stability of critical processes.