International Scientific Journals
of Scientific Technical Union of Mechanical Engineering "Industry 4.0"

The paper examines the relationship between environmental regulations and innovation processes in Slovak enterprises. The theoretical part is based on concepts of environmental policy, its instruments, environmental management and eco-innovation. The paper assumes that environmental regulations may function not only as constraints but also as stimuli for technological, process, product and ecological innovations. The empirical part is based on a questionnaire survey conducted among 121 enterprises operating in Slovakia. The results indicate that environmental regulations and environmental protection requirements influence business innovation processes, but they are not the only or dominant motive for innovation. Firms innovate more often due to social responsibility, economic efficiency, general legislative requirements and cost reduction. At the same time, the main barriers to innovation are high costs, complicated legislation and insufficient state support. The paper highlights the need for a more comprehensible regulatory framework, wider use of environmental management systems and stronger support for eco-innovation.

This article examines the role of innovative and strategic marketing in enhancing the competitiveness of businesses in an environment of rapid technological change. Particular attention is paid to a strategic approach to marketing planning, which involves a thorough analysis of consumer needs and market assumptions. The article emphasizes the need for continuous adaptation of product portfolios to changing market conditions and increasing fragmentation of customer segments. The concept of strategic innovation marketing is introduced as a key factor for successful product positioning, while its implementation in business strategies is considered essential for effective management of innovation processes. The final findings of the paper suggest that strategic innovation marketing not only promotes customer retention, but also enables the transformation of business models and supports the long-term growth of firms in an environment of rapidly evolving technologies.

Innovation management is the process of making decisions in an ever-changing environment, constantly studying innovative programmes and reviewing them both in general and in parts. An innovation leader recognizes that his or her activities are surrounded by uncertainties, both internal and external. He is never immune to the emergence of unforeseen technical problems, the need to reallocate resources, new assessments of market opportunities. The system for planning and managing innovative technology in management must be sufficiently flexible. The most comprehensive and flexible innovation management systems are primarily focused on the development of prospective products as well as the transformation of innovation management functions.