Marketing management of intellectual capital of the enterprise in the context of its innovative development

Abstract

The aim of the article. The aim is to develop an approach to marketing management of intellectual capital of the enterprise in the context of ensuring its innovative development in the transformation of waves of innovation. The transformation of waves of innovation, the introduction of technologies of the fourth industrial revolution affects almost all spheres of human activity. In economics there are radical transformations of industries and markets - up to the collapse of existing and the formation of new. This situation initiates the search for ways to survive and develop individual enterprises, industries and their aggregates, as well as the national economy as a whole, in the new ever-changing conditions of the external micro and macro environment. World practice shows that in the context of technical and technological transformations, the success of development strategies of enterprises in various industries (as elements of the national economy) is associated with reliance on intelligence and knowledge of their staff, which are the basis of their intellectual capital. Intellectual capital is a basic prerequisite for their transition to innovative growth, including in line with the concept of advanced innovative development. However, permanent changes in the vectors of environmental factors require the actualization of intellectual capital, in particular, to bring it into line with these changes. Accordingly, the problem of marketing management of intellectual capital of the enterprise is actualized for formation of effective strategies of its innovative development in the conditions of technological transformations. Analyses results. The principles of marketing management of intellectual capital of the enterprise are developed. This management covers the whole set of its constituent potentials-subsystems and ensures their coordinated interaction in the formation and implementation of strategies for innovative development in the transformation of waves of innovation and the fourth industrial revolution. A set of methods and tools for marketing management of human (personal), organizational (structural) and interface (consumer) capital subsystems and their elements are formed. The general scheme and methodical bases of marketing management of the intellectual capital of the enterprise are developed. The role and place of intellectual capital in the management system of innovative development of the enterprise are specified. It is substantiated that marketing management provides actualization of intellectual capital in the existing conditions of the external environment taking into account tendencies of their change. This, in turn, increases the validity of diagnosis and management of the potential for innovative development of the enterprise, the main component of which in the modern economy is intellectual capital. Conclusions and directions for further research. The obtained scientific results together deepen the basics of innovation management and marketing of innovations in terms of improving the theoretical and methodological foundations of market-oriented management of intellectual capital of the enterprise in the context of ensuring its innovative development in terms of technological transformations. Further research should be aimed at forming the organizational foundations of integrated management of innovative capital of the enterprise in the system of ensuring its innovative development in unstable conditions of modern economy.