MANAGING INNOVATIVE ACTIVITIES OF ENTERPRISES IN THE DIGITAL ECONOMY

Abstract

This article examines modern approaches to managing organizational innovation in the digital economy, characterized by rapid technological change, digital transformation of business processes, and the growing role of data as a strategic resource. It analyzes key factors that determine the effectiveness of organizational innovation, including the implementation of digital technologies, artificial intelligence, big data, cloud platforms, and management automation tools. Particular attention is paid to changing the innovation management system, developing digital competencies of employees, forming an innovation culture, and improving the mechanism for making management decisions based on data analysis. An analysis of modern innovation management models is conducted, and the main obstacles to the digital transformation of organizations are identified. The need to integrate digital technologies into the strategic innovation management system is proven as a prerequisite for increasing the competitiveness, sustainability, and adaptability of enterprises. It is concluded that the use of an integrated approach to innovation management based on digital tools and flexible organizational mechanisms helps to accelerate the innovation process, increase the efficiency of resource use, and ensure the long-term economic development of enterprises.