СУТНІСТЬ ПОНЯТТЯ СТРАТЕГІЇ В УПРАВЛІННІ ІННОВАЦІЙНИМИ ПРОЦЕСАМИ НА ПІДПРИЄМСТВАХ У РИНКОВОМУ СЕРЕДОВИЩІ

The implementation of technological progress achievements, positive effects of automation and trends of industry 4.0 at the applied level is impossible without the search for innovations suitable for increasing the level of efficiency of enterprises in the process of their strategic development. The purpose of the study is to generalize the characteristics of the content essence of the concept of strategy in the management of innovation processes at enterprises in a market environment in order to formalize an information resource for the management of enterprises that are at the stage of developing their own strategies for the innovative development of business entities. In the study methods of synthesis, analysis, systematization, generalization are used. Classical approaches and scientific schools of strategic and innovative management were analysed, the importance of the synergistic connection between these areas of management activity at the theoretical, methodological and applied levels was proven. The evolution of the theory of strategic management is traced from the identification of strategy with a plan formed on the basis of the analysis of the external environment of the enterprise to its understanding as a set of possibilities for using unique internal resources and external circumstances of the business entity's activities. It is proposed to understand the enterprise's strategy as a set of pre-planned actions based on the results of management decisions aimed at increasing economic power and expanding the boundaries of its influence on the market, or at achieving any other effect desired by the stakeholders of the business entity, and which are capable of providing it with long-term competitive advantages based on the use of available internal resources and competencies in the existing external conditions of business functioning. It is established that the goal of the enterprise's innovative strategy in a market environment should be leadership in the market or in its individual segments, reducing the cost of products, works or services, automating production or financial and economic processes, updating the enterprise's material fund or transferring business activities to a digital format.