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The Strategic Development of Startups in an Innovative Environment
Prokhorova V. V., Chobitok V. I.

Prokhorova, Viktoriia V., and Chobitok, Viktoriia I. (2023) “The Strategic Development of Startups in an Innovative Environment.” Business Inform 9:325–330.
https://doi.org/10.32983/2222-4459-2023-9-325-330

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 4

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UDC 330.658

Abstract:
The aim of the article is a theoretical and methodological substantiation of the scientific and practical process of the strategic development of startups in the innovative environment in the current conditions of economic management. According to the results of the carried out study, it is found that the successful development of the economy of any contemporary country is directly related to the level of innovative development and access to the markets of advanced technologies. The process of generation and implementation of innovations is the basis for successful transformation into a modern knowledge-intensive and dynamically developing market economy. One of the key factors ensuring the effectiveness of this process is the creation of an innovation infrastructure, an important element of which is startups as the most operational and flexible market of participants. It is generally accepted that the evaluation of a startup is a sign of success. This indicates progressive development and attractiveness for involving financial sources. However, unlike the valuation of the State-owned companies, the process for private companies is opaque and often based on assumptions made after the announcement of late investment rounds. This approach does not allow for an objective evaluation of a startup. The shares issued at later stages are more expensive – not only because of the objective success of the company, but also because of specific preferences. The article discusses the advantages of creating startups, identifies trends in increasing innovative development and proposes long-term development of a startup at all life cycles. It is determined that the reorganization of the innovation infrastructure for supporting startups includes solving the current and strategic tasks related, first of all, to investment support for the generation of innovation. Taking into account the complexity of the structural composition of the elements involved in the processes of creation and development of innovative infrastructure to support startups, and the strategic orientedness of the tasks they solve, the development of the organizational structure and economic mechanism of interaction between startups is the basis for the development of innovation infrastructure, contributing to the effective organization of information exchange between the elements of the innovation infrastructure.

Keywords: startup, strategic development, innovation environment, technology marketing, startup life cycle.

Fig.: 4. Tabl.: 2. Bibl.: 10.

Prokhorova Viktoriia V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Chobitok Viktoriia I. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing and Trade Entrepreneurship, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]

List of references in article

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Chobitok, V. I. “Adaptyvno-innovatsiina transformatsiia paradyhmy marketynhu v umovakh tsyfrovoi transparentnosti“ [Adaptive and Innovative Transformation of the Marketing Paradigm in Conditions of Digital Transparency]. In Upravlinnia sotsialno-ekonomichnymy systemamy na osnovi pidvyshchennia efektyvnosti marketynhovykh posluh v umovakh didzhytalizatsii, 250-267. Kharkiv: Vydavnytstvo Ivanchenka I. S., 2023.
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