ANALYTICAL FRAMEWORK FOR INNOVATION MANAGEMENT AND MARKETING OF AN ENTERPRISE IN A CHANGING ENVIRONMENT

В. М. Бондаренко, к. е. н., с. н. с, доцент кафедри бізнес-адміністрування, маркетингу та менеджменту, ДВНЗ "Ужгородський національний університет" Д. А. Оводов, аспірант кафедри "Економіки і підприємництва", ДВНЗ "Ужгородський національний університет" Т. М. Тардаскіна, к. е. н., доцент, доцент кафедри менеджменту та маркетингу, Державний університет інтелектуальних технологій і зв'язку АНАЛІТИЧНЕ ЗАБЕЗПЕЧЕННЯ ІННОВАЦІЙНОГО МЕНЕДЖМЕНТУ ТА МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ЗМІННОСТІThe conditions of continuous transformation of markets and technologies create a situation in which enterprises' innovation activities are characterized by an increasingly high level of stochasticity.In particular, new products, technologies, and business models emerge unevenly and unpredictably, which creates significant challenges for strategic planning, operational management, and the creation and delivery of value to consumers.Accordingly, the purpose of this study is to provide a systematic characterization of the components of analytical support for innovation management and marketing at the enterprise level under conditions of volatility.In essence, the integration of analytical support for innovation management and innovation marketing forms a holistic uncertainty minimization system that operates as a continuous cyclical mechanism for transforming fragmented data into well-grounded managerial decisions.Its functioning is based on the integration of data collection, analysis, forecasting, decision support, and performance monitoring processes, which ensures the consistent reduction of information asymmetry and probabilistic uncertainty across all stages of the enterprise's innovation activity.At the stage of accumulating data on market trends,