Strategic Management of Factories in Conditions of Innovation-Marketing Orientation in the Industrial Market

Abstract

In order to maintain competitive positions in the industrial market, an enterprise should use innovative approaches based on constant analysis of the economic environment and forecasting of possible technological changes in it. The purpose of the study is to investigate the problem of strategic management of an innovative marketing orientation enterprise in order to determine its competitive position in the industrial market. The article deals with an example of the practical application of the methodology for constructing innovative development scenarios and describes the results of the application of each step with the help of reframing theory and methods of economic and mathematical modeling. The integral indicators of the state of the external and internal environment of the enterprise are determined, which allows to take into account the uncertainty factor in the selection and development of the strategy. As a result of the research, scenario modeling was proposed to determine the scenarios of enterprise innovative development.