Маркетингове управління логістичними потоками в інноваційному процесі промислових підприємств

Abstract

Розроблено методологічний підхід до управління на засадах маркетингу логістичними потоками на етапах інноваційного процесу промислового підприємства, з урахуванням рівня інноваційної готовності його суб’єктів, які також є ланками його логістичної системи. Визначено послідовність і зміст відповідних управлінських процедур. Уточнено схему взаємодії логістичних потоків, яка на відміну від існуючих охоплює всі етапи інноваційного процесу, а не лише комерціалізацію інновації. Виконано деталізацію змісту і значення інформаційних, матеріальних і фінансових логістичних потоків на етапах інноваційного процесу, що розширює базу інформаційно-аналітичного забезпечення маркетингового управління логістичними потоками промислового підприємства-інноватора. Ідентифіковано і систематизовано проблеми суб’єктів інноваційного процесу - ланок логістичної системи підприємства-інноватора. Запропоновано підходи до вирішення виділених проблем кожного з типів суб’єктів інноваційного процесу з урахуванням рівня їх інноваційної готовності. Отримані наукові результати розвивають засади маркетингової логістики в інноваційній діяльності промислових підприємств.

In the system of market-oriented management of the innovation process of industrial enterprises, the leading roles are played by the marketing of innovations and logistics, which are organically combined in the concept of marketing logistics. It provides for the management of logistics flows on the basis of marketing, ensuring the coordinated interaction of marketing and logistics at the stages of the innovation process. The fourth industrial revolution initiated an increase in the degree of radicalization of the innovations being created, which requires a change in the usual stereotypes of the activities of the subjects of the innovation process, including link of the logistics system of the innovator enterprise. Accordingly, the problem of marketing management of logistics flows at the stages of the innovation process arises, taking into account the readiness of the subjects of the innovation process for changes. The purpose of the article. The goal is to develop an approach to the marketing management of logistics flows at the stages of the innovation process, taking into account the state of innovation readiness of its subjects, which are links of the logistics system of the industrial enterprise-innovator. Results obtained. The features of marketing and logistics support of the innovation process at an industrial enterprise are determined. Taking them into account, the scheme of interaction of logistics flows at the stages of the innovation process was clarified, in particular, by covering all its stages, and not only the stage of commercialization of the innovation. The presented scheme can be used for the systematic analysis of marketing logistics measures of innovative projects, which are implemented within the framework of various strategic directions of innovative development: catching up, following the leader, ahead. In accordance with the proposed scheme, the content and significance of information, material and financial logistics flows at all stages of a typical innovation process were detailed. This provided an opportunity to expand the base of information and analytical support for marketing management of logistics flows in the innovation process of an industrial enterprise. The problems of the subjects of the innovation process were identified and systematized, including those that are links of the logistics system of the innovator enterprise. Approaches to solving the selected problems are proposed. It was established that the identified problems are related to the innovation readiness of the subjects of the innovation process - the links of the logistics system. The level of innovative readiness determines the time and financial costs of measures to implement approaches to solving identified problems. A methodical approach to determining the level of innovation readiness of subjects of the innovation process is proposed. An approach has been developed to manage logistics flows on the basis of marketing at the stages of the innovation process of an industrial enterprise, taking into account the level of innovation readiness of its subjects (links of the logistics system). The sequence and content of the formalized procedures for making relevant management decisions have been determined. Conclusions. The obtained scientific results, conclusions and recommendations supplement and develop the principles of marketing logistics in the innovative activities of industrial enterprises. In particular, in terms of filling the information and analytical base and improving the approach to marketing management of logistics flows at all stages of the innovation process. Further research. Further research should be aimed at the formation of an organizational and economic management mechanism for marketing and logistical support of projects of forward-looking innovative development of industrial enterprises in the conditions of the post-war recovery of the economy of Ukraine.