Information, communication and marketing technologies of the innovative activities of enterprises

Oksana Polinkevych

E-Forum Working Papers, 2023, vol. 13, issue 3, 56-62

Abstract: The processes of sustainable development in Ukraine are ensured by the fact that the economy is open to the outside world. Accordingly, opportunities for the use of information, communication and marketing technologies in the innovative activities of enterprises are expanding. The main goal of the research is to determine the information, communication and marketing technologies of innovative activity of enterprises. The systematization of literary sources and approaches to solving this problem showed that the issues of information, communication and marketing technologies of innovative activity of enterprises are little studied and were considered as separate elements, and not in a single synthesis. The urgency of solving this scientific problem lies in the fact that the use of information, communication and marketing technologies in the activities of enterprises is capable of increasing the innovative activity of enterprises. The study of the problem was carried out in the following logical sequence: first, the factors contributing to the development of information and communication and marketing technologies were analyzed, then the directions for the use of information and communication technologies in production, management and logistics were outlined, and innovative marketing technologies were determined. The following approaches and methods served as the methodological tools of the research: systematic approach, logical generalization and comparison - for grouping marketing innovative technologies, methods of analysis and synthesis - for evaluating directions of use of information and communication technologies in production, management and logistics. Information, communication and marketing technologies were chosen as the object of research, and the innovative activity of enterprises was chosen as the subject. The article establishes that the areas of use of information and communication technologies in production, management and logistics are: search and analysis of technological innovations, analysis of the novelty of a single identified innovation, priority of project activities in the implementation of innovations, search for potential business partners, competitive intelligence, formation of the audience of consumers and promotion of innovations, determination of the information and educational environment for the development of the intellectual component of innovation potential. The main marketing innovative technologies are: InDoor TV, X3D video, JustTouch, Ground FXt, Free Format Projection, "Video-in-Print". It has been established that the use of information, communication and marketing technologies for the innovative activity of enterprises has advantages: increased efficiency in the search and analysis of ideas for the creation of new products and services; accelerated response of the enterprise to changes in the conditions of innovative activity; innovations can be implemented at the lowest level of management; ensuring a synergistic effect through a continuous flow of new ideas and the presence of business partners; reduction of personnel time expenditure due to improvement of their professionalism; independence from geographical location, due to which the team for the implementation of an innovative project can include partners from different places; using the advantages of e-commerce; modeling the results of innovative activities using artificial intelligence and neural networks. At the same time, the comprehensive use of information, communication and marketing technologies for the innovative activity of enterprises has limitations, in particular: the development of innovative infrastructure requires significant financial resources and highly qualified personnel, which is complicated by the war in Ukraine and pandemics and crises; cyber attacks require an increase in the level of information security at the enterprise; unwillingness of the company's management to introduce innovations at lower levels; limitations in the use of artificial intelligence due to a lack of specialists. The results of the study can be useful in terms of developing a methodology for increasing the innovative activity of enterprises

Keywords: marketing technologies; information and communication technologies; entrepreneurship; trade; innovative activity; management; logistics (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cuc:eforum:v:13:y:2023:i:3:p:56-62

DOI: 10.36910/6775-2308-8559-2023-3-7

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