Year: 2023
Type: article
Abstract: The purpose of the article is to study the features of using marketing tools to form the innovative and safe potential of an enterprise.In the study, to study the features of the use of marketing tools for the formation of an innovative and safe potential of an enterprise, general scientific research methods were used, namely the method of theoretical and comparative analysis, induction and deduction, and the graphical method.It has been proved that the high innovative and safe potential of an enterprise is a very unbalanced concept, since the so-called threshold, maximum level practically does not exist when talking about potential.Here it is necessary to apply the terminology, which, in our opinion, best characterizes the high innovative and safe potential, namely, the required level of aggregate ability to use resources and opportunities of any volume to form safe and innovative conditions for development through the effective use of marketing technologies.It is substantiated that the provision of innovative and safe activities and the formation of appropriate potential is possible only with the proper use of marketing tools.It was found that the main goal of forming the innovative and safe potential of an enterprise should be the possibility of innovative and safe development of this socio-economic system and all its structural elements through the use of marketing tools.The application of marketing tools for the formation of an innovative and safe potential of an enterprise is presented.It has been proven that, given the constant growth of competition, enterprises are forced to constantly search for innovative production mechanisms, and the use of new marketing tools, and on the other hand, all innovations will simply be ineffective without an appropriate level of security.
Authors: Марта Копитко, Тарас Мойса
Institution: Lviv State University of Internal Affairs
Language: Ukrainian
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4386987865