THEORETICAL ASPECTS OF THE INNOVATIVE STRATEGY FORMATION FOR THE ENTERPRISES’ DEVELOPMENT UNDER THE DIGITAL TECHNOLOGIES’ ERA

The article is devoted to the theoretical aspects and provisions of the process of forming an in-novative strategy for the development of enterprises in the era of digital technologies. The following main approaches to understanding the concept of "innovation strategy" have been studied and high-lighted. The classification features of the innovation strategy are systematized, within which their types are singled out and their characteristics are provided. It was found that the innovative strategy of the enterprise's development is shaped by such leading factors as the enterprise's competitive posi-tion, the degree of product uniqueness, the level of innovation potential, etc. The main properties of the innovation strategy are formulated, which include: the formation of a portfolio of innovations that meets the strategic goals of the innovative development of enterprises, taking into account the strate-gic space, the correspondence of the portfolio of innovative projects to market needs, the unification of functional development strategies, as well as permanent cooperation between the employees of the enterprise. The process of forming an innovative strategy for the development of the enterprise has been developed and the consequences of its implementation in the conditions of the spread of digital technologies have been outlined. The authors are convinced that in order to form an innovative strategy for the development of the enterprise, it is necessary to form a unique action plan in terms of managing the innovative activities of the enterprise, take into account the state and regional innovation strategy and coordinate these steps both with the strategies for the development of types of activities and with other business entities.The article examines that the rapid transformation of the economic system and the intensity of changes leads, on the one hand, to the appearance of new threats and challenges, and on the other hand, to the newest opportunities in the business environment, which requires the study of new theoretical foundations and conceptual approaches to the formation of an innovative strategy development of the enterprise.