MECHANISM FOR THE DEVELOPMENT OF INNOVATIONS IN THE MARKETING ACTIVITIES OF AN ORGANISATION
Authors:   V.N. Karazin Kharkiv National University, Kudinova Marina , Gliebova Nataliia ,   V.N. Karazin Kharkiv National University, Hryzo Diana ,   V.N. Karazin Kharkiv National University
Published: February 2025

The article is devoted to substantiation of the mechanism of development of innovations in the marketing activity of an organization on the example of small and medium-sized enterprises in Ukraine in the context of full-scale invasion of the russian federation. small and medium-sized enterprises are one of the active participants in the implementation of innovations, including marketing ones. russia's large-scale armed aggression against Ukraine has had a major destructive impact on all spheres of social, political and economic activity of both the state as a whole and individual companies, primarily small and medium-sized ones. the loss of business assets is estimated at USD 11.3 billion and continues to grow. Ukrainian small and medium-sized enterprises must quickly adapt to the changes around them in order to simply survive, preserve their assets and continue their operations. the main feature of micro-enterprises is their ability to quickly adapt to market changes, overcoming existing threats and occupying new, promising market niches. the mechanism of such changes is innovation, which has relatively low resource requirements and does not require a larger volume of production. On the example of a Ukrainian small enterprise the mechanism of introduction of innovations into its marketing activities is studied. the enterprise has conducted and planned the following actions, some of which have already been implemented: analysis of the current state of the enterprise, research of new markets, development of a marketing strategy, creation and testing of new products, planning of entry into new markets, implementation of the strategy. marketing innovations were implemented through the development and implementation of new concepts, products and methods aimed at maximizing revenue, increasing competitiveness, efficiency and customer value of the products it offers. In response to the changes in the market environment caused by the war, it was decided to innovate in the company's marketing activities by changing the market, product and service offered to consumers. before the war, the company was engaged in retail trade, but now it has chosen balloons as a new product and aerial design of premises and events as a service. this is a new, innovative focus for the company, and it was chosen because this business has a low entry threshold, a large number of small orders, and a minimum amount of equipment is required. As a measure of adaptation to the changes in the market environment caused by the impact of the hostilities in Ukraine, to ensure competitiveness in the market, it was decided to use the amazon marketplace as a B2C trading platform and to enter the foreign market with its help. the use of the Amazon marketplace is seen as a promising business model, as it offers a wide range of marketing tools for sellers and guarantees security for buyers. for marketing, the company plans to use the Helium 10 service, a tool for amazon designed to optimize sales and business management on this platform. to create customer value, the company plans to maintain business pages on Instagram and Facebook. these networks were chosen based on a marketing study of the consumer's portrait and preferences.