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The article is aimed at developing an approach to defining strategic directions and, in their line, strategies for innovative development of enterprise in the context of technological transformations, depending on the ratio of the levels of its innovative capital and innovative culture, which are considered, respectively, as a set of intellectual resources and the ability to implement them. The structure of intellectual capital and the structure of the innovative culture of enterprise are closer defined in terms of adjusting the composition of their elements and their characteristics in order to account the specifics of innovative development in the unstable conditions of changing technological modes and the fourth industrial revolution. The scheme of interaction between intellectual capital and the innovative culture of enterprise in the process of substantiating the choice of promising directions, focused on the knowledge of its innovative development and the development of appropriate innovative strategies, is determined. This allowed to clarify the role of the basic prerequisites for innovative development: intellectual capital, which concentrates the intellect and knowledge of staff, being the main means and results of innovative activity, as well as innovative culture, which ensures perception, promotes the creation and use of innovations. The article proposes a methodical approach to assessing on a verbal-numerical scale the level of intellectual capital and innovation culture of the enterprise developing in an innovative way. A table of decisions is developed to determine promising directions and corresponding strategies for the innovative development of enterprise, depending on the ratio of assessments of the levels of its intellectual capital and innovative culture. The obtained and aggregated results deepen the foundations of innovation management in the part of improving the management system by formalized procedures for the processes of determining promising directions and strategies for innovative development of enterprises, taking account of the available intellectual resources and opportunities for their implementation in the context of changing technological modes and the fourth industrial revolution. Further research should be aimed at determining the role and place of innovative capital and innovative culture of innovative business enterprises in various spheres of activity and industry branches

The purpose of the article is to identify and systematize promising directions and problems of development of higher education institutions in the context of the fourth industrial revolution (IR4.0), taking into account the influence of its main technologies and the innovations created on their basis for both the labor market and the personel training system. According to the results of the carried out analysis, in accordance with the proposed sequence of procedures (technologies; innovations created on their basis; consequences of their introduction; impacts on the labor market and the personel training system), the possibilities and threats to the development of higher education institutions caused by the introduction of IR4.0 technologies are identified and systematized. Taking account of them, promising directions for the development of higher education institutions are defined, the problems of their implementation are outlined. A systematization of the selected directions is carried out according to the incentives that create conditions for their implementation. A schematic diagram of the functioning of a higher education institution in the conditions of IR4.0 as a self-managed system is proposed, which, by analogy with industrial enterprises, allows combining with the help of IR4.0 technologies into a single complex the following: human potential (staff and students); resource potential (tangible and intangible resources); processes (scientific, educational and auxiliary), etc. The practical aspects of using favorable opportunities for innovative development based on IR4.0 technologies by leading universities of Ukraine are considered. The obtained results together deepen the fundamental aspects of innovative management of a higher education institution in terms of improving the approach to the formation of the methodological base of the organizational and economic mechanism for managing strategies for its innovative development in the context of IR4.0. Further research should be aimed at developing methodological approaches to management according to formalized procedures for the selection and implementation of strategies for the innovative development of higher education institutions in the context of IR4.0, which is rapidly gaining strength.

The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company’s potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise’s marketing activity can be presented as a tool of the enterprise’s activity, functioning as an element of the enterprise’s management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company. The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system’s application. Calculated data are provided for support, which showed that the productivity of the administrator’s work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work. [ABSTRACT FROM AUTHOR]

The development of the Fourth Industrial Revolution has caused numerous problems in traditional labour markets, occurring both at the national level and the level of individual regions of the country. However, breakthrough technologies of the recent decade have initiated new forms of labour organisation, mainly digital jobs and the formation of a digital labour market, which contributes to solving the problems mentioned above. The paper's goal is to assess the readiness of the economy of Ukraine and its regions for forming a digital labour market to determine promising strategic directions for its development. The findings justify the significant prospects for developing the digital labour market in Ukraine at the national and regional levels. Also, they determine the priority types of digital jobs in selected regions as well as form the methodological basis, information, and analytical base of the organisational and economic mechanism for managing its development. [ABSTRACT FROM AUTHOR]