COMPETITIVENESS VS BUSINESS FINANCIAL RESOURCE OPPORTUNITIES: INNOVATION MARKETING STRATEGIES

n the modern conditions of globalization and the development of Internet marketing, the task of ensuring competitiveness is complicated, which requires the development of new innovative methodological approaches to the analysis and justification of the applied principles of strategizing the policy of expansion into industry markets, considering the specifics of competition in them and the financial and resource capabilities of enterprises. Problem Statement. Nowadays, there is a high level of need for the application of innovative approaches to the formation of methodological and applied support for the strategic management of the expansion of enterprises into new and existing markets by means of strengthening business competitiveness in conditions of high-intensity competition on the internal and foreign markets of goods and services. The purpose of the paper is the development of a system of innovative strategic management of the policy of expansion of enterprises into new markets, considering the state of competition, financial resource capabilities and potential of enterprises. The research used the following methods: analysis and synthesis to determine the features of managing competitive positions, system-structural, indicative-temporal analysis for the creation of a methodology for the analysis of competitiveness in industry markets, Principal components to determine the weight significance of indicators and components of competitiveness, integral analysis for construction of dynamic series of competitiveness by types of economic activity. Enterprises with different capabilities can adopt any option of competition and achieve success in the market, but only based on innovation and with careful planning and effective implementation of the provisions and tasks of the corresponding strategy. It is definite in the context of weakening of financial capacity, economic entities have the opportunity for innovative development, provided that they function in the market, possessing competitive advantages, accumulating intellectual capital and financial self-sufficiency.