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

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.

In the changing business environment and the global understanding of the market environment, the driving force of which are increasingly demanding customer requirements, the growth of supply and services, higher competition, technological development, globalization of business, innovation is a means for the implementation of constant changes. Nowadays, success is achieved by integrating innovation into business processes, and creativity of human resources in various professions, for example, technologists, designers, economists and optimizers, which is replaced by innovation engineers, business and marketing innovators, thought innovators, innovation managers, etc., is also important for productivity support.
Strong and agile companies thus gain a leading position on the market. By connecting the knowledge of employees, innovation strategy and business management, a management model of the innovation process was created, which takes into account the diversity of types of organizational structures of enterprises and uses the elements of the innovation climate of the enterprise. An important part of managing the innovation process is determining the elements of the innovation climate, through which innovative ideas from employees are supported and their dissemination and implementation. They must be managed on the basis of the chosen type of organizational structure of the company.
By properly setting the elements of the innovation climate and aligning it with the organizational structure, enterprises can manage their processes and get more innovative ideas for implementation, thus increasing their innovation performance and achieving better competitiveness in the market.