BUSINESS INFORM №9-2016

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Section: Management and Marketing
UDC 65.012.12
Tarnavska N. P., Golodniuk O. S.
The Strategic Monitoring of Marketing Innovations in the Model of Innovative Development of Enterprise (p. 257 - 267)
The article is concerned with developing a scientific approach to building a system for strategic monitoring of marketing innovations for receiving strategic information in the preparation of decisions on formation (revision) of the portfolio of such innovations in the process of substantiating new (additional) competitive advantages of enterprise. It has been proved that rapid response to both existing and possible changes in the market for mineral waters in general, as well as to trends of innovation market needs a strategic system for monitoring marketing innovations. It has been displayed that, from the view of the interdisciplinary approach, strategic monitoring aims at establishing favorable for a particular company (or unfavorable) trends of market for mineral waters in Ukraine, as well as external and internal factors environment of developing competitive advantages for the implementation of preventive anti-crisis measures based on the innovative approaches to marketing. As for the conceptual framework for building a system for strategic monitoring, it is proposed to choose the theory of «weak signals». Further research will involve the development (improvement) of methods for the external and internal monitoring of marketing innovations to generate competitive advantages of the enterprise.
Keywords: competitive advantage, marketing innovation, strategic monitoring, innovation process, enterprise, business model, management system
Fig.: 3. Tabl.: 1. Bibl.: 13.

Tarnavska Nataliya P. – Doctor of Sciences (Economics), Professor, Professor, Department of Management Organization and Project Management, Zaporizhzhia State Engineering Academy (226 Sobornyi Ave., Zaporizhzhia, 69006, Ukraine)
Email: [email protected]
Golodniuk Olena S. – Candidate of Sciences (Economics), Lecturer, Department of Management and Public Administration, Ternopil National Economic University (11 Lvіvska Str., Ternopil, 46020, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Tarnavska, Nataliya P., and Golodniuk, Olena S. (2016) “The Strategic Monitoring of Marketing Innovations in the Model of Innovative Development of Enterprise.” Business Inform 9:257–267.

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