A. KUSHCH and K. LATYSHEV, “THE ROLE OF INNOVATION ACTIVITY IN STRATEGIC MARKETING AND ITS IMPACT ON ENTERPRISE DEVELOPMENT: THE CASE OF NETFLIX”, Herald of Khmelnytskyi National University. Economic sciences, vol. 342, no. 3(1), pp. 312–316, May 2025, doi: 10.31891/2307-5740-2025-342-3(1)-44.