STRATEGIC PRIORITIES OF INNOVATION MANAGEMENT AND CHANGE MANAGEMENT IN THE SYSTEM OF INCREASING THE COMPETITIVENESS OF THE ENTERPRISE

Abstract

The article examines the theoretical and applied foundations for shaping strategic priorities of innovation management in change management systems aimed at enhancing enterprise competitiveness. It substantiates that in a dynamic and unstable environment, innovation serves as a key driver of sustainable competitive advantage and therefore requires systematic integration into the overall strategic management framework. The study identifies and comprehensively characterizes five core strategic priorities: digital transformation and technological modernization of business processes; development of an innovation-oriented organizational culture and human capital; customer orientation and the advancement of innovative products and services; development of flexible organizational structures and adaptive business models; and the integration of innovation into strategic management alongside the formation of partnership ecosystems. It is argued that the implementation of these priorities ensures a coherent transformation of enterprise activities by aligning internal capabilities with external challenges and market demands. In particular, digitalization enhances operational efficiency and decision-making speed; the development of human capital strengthens the organization’s readiness for change; customer-centric approaches increase market relevance and value creation; flexible organizational structures improve responsiveness and resilience; while strategic integration of innovation and partnerships expands access to knowledge, technologies, and resources. The findings demonstrate that the comprehensive realization of these strategic priorities contributes to increasing enterprise adaptability, innovation capacity, and overall performance. As a result, a holistic change management system is formed, oriented toward continuous development, proactive behavior, and long-term value creation. The practical significance of the study lies in the applicability of its results for designing enterprise development strategies and implementing advanced innovation management approaches in conditions of uncertainty and transformation.