MANAGERIAL AND FINANCIAL ASPECTS OF INNOVATIVE ACTIVITIES OF INTERNATIONAL COMPANIES: CASE ANALYSIS OF APPLE, GOOGLE, SAMSUNG, AND TESLA

B a c k g r o u n d . The relevance of this study lies in the analysis of innovations as a key factor for competitiveness under globalization, the examination of modern approaches to organizing innovation activities, and the specific features of implementing innovation strategies in leading transnational corporations. The aim of the study is to offer both a theoretical foundation and a practical analysis of the specific aspects of innovation management in international companies. The object of the study is the processes of managing innovation activities in international companies, while the subject of the study comprises the approaches and tools used to manage innovations in transnational corporations and other international business entities. M e t h o d s . To achieve the stated aim, general scientific and specialized methods were employed, including generalization and systematization, case studies, comparative analysis, and content analysis. R e s u l t s . Based on open analytical sources, an assessment of the level of innovation activity of Apple, Google, Samsung, and Tesla revealed both commonalities and distinctions in their innovation models. C o n c l u s i o n s . The guidelines for enhancing innovation management systems in international companies have been substantiated, with particular focus on proposing methods to improve adaptability, openness to change, and the integration of digital technologies into innovation development processes.