THE ROLE OF INNOVATION MANAGEMENT IN INCREASING THE COMPETITIVENESS OF ORGANIZATIONS

Shchennikova Elena Ivanovna

In the context of globalization and digital transformation, the competitiveness of an organization depends less and less on the possession of unique assets and more and more on the ability to continuously update and adapt. Innovation management, traditionally considered as a management tool for the development of new products and technologies, is evolving into an integrated system that transforms the company's strategy, culture and business models. The article analyzes the role of modern innovation management as a key driver of sustainable competitive advantage. The purpose of the article is a comprehensive analysis of the role of modern innovation management as a systemic factor in increasing the competitiveness of organizations. The study identified systemic problems constraining innovation activity: deep-rooted risk-phobia and resistance to change, lack of visible and consistent leadership from top management, disjointed structures and processes, as well as difficulties in measuring and demonstrating the value of innovation for business. The ways to solve these problems lie in the plane of holistic organizational changes. The main ones are: the purposeful formation of a culture that encourages experimentation and learning from mistakes; the active and visible involvement of senior management in the role of sponsors and advocates of innovation; the introduction of distributed innovation management structures through networks of internal champions; the use of specialized digital platforms and data analytics to increase transparency and validity of management decisions. The prospects for the development of innovation management are related to its further integration with digital transformation, the active use of artificial intelligence to analyze trends and ideas, and the deepening of practices of open innovation and sustainable development.

Keywords:innovation management, competitiveness of organizations, organizational innovation, innovation culture, strategic leadership, digital transformation.