ANALYSIS OF DOMESTIC AND FOREIGN EXPERIENCE IN MANAGING MARKETING STRATEGIES OF INNOVATIVE BUSINESS ORGANIZATIONS

Introduction. The article is devoted to analyzing domestic and foreign experience and determining the possibility of its use to improve the management of marketing strategies in innovative business. The main focus is on identifying effective methods that help organizations adapt to changes in the external environment, meet consumer demands, as well as increase competitiveness and create added value. Purpose. To identify the comparative advantages and disadvantages of the best domestic and international practices, as well as the possibilities of their integration for improving the management system of marketing strategies in organizations of innovative business. Materials and methods. To address the research tasks, the following methods were used. Literature analysis — to determine the essence of the best approaches to managing marketing strategies of innovative business organizations, as well as their relative advantages and disadvantages. Comparative analysis — to select effective approaches and tools for managing the marketing strategies of innovative businesses from different countries, which are appropriate to apply in Ukraine. Case study method — for a detailed analysis of the best practices of successful management of marketing strategies in innovative business. Synthesis method, structural-logical modeling — for improving the management system of marketing strategies of innovative business organizations. The main materials for the research were scientific publications (articles in professional journals, monographs, abstracts of reports at scientific conferences), official reports of international organizations, and leading consulting agencies, containing data on modern methods and approaches to managing marketing strategies in innovative business. Results. The scientific article conducts an analysis of domestic and foreign systems of managing marketing strategies of innovative business organizations. It identifies the disadvantages and advantages of these systems, which opens up opportunities for integrating foreign practices into domestic ones. A number of future trends have been identified that will define the development of the industry in the coming years. Recommendations for improving the management of marketing strategies have been developed, including a focus on the integration of digital technologies, the development of personalized marketing communications, and the use of multi-channel strategies to achieve greater engagement and interaction with customers. Discussion. Further scientific research suggests focusing on the implementation of artificial intelligence in managing marketing strategies. This will allow reducing organizational expenses and shortening the time for implementing marketing strategies in innovative companies.