The role of marketing strategies in using open innovations for sustainable development of enterprises

Abstract

This article explores the role of marketing strategies in utilizing open innovations for sustainable development of enterprises under conditions of high uncertainty and rapid technological changes. The purpose of the research is to identify the main components and success factors for effective integration of marketing strategies and open innovations to ensure a synergistic effect and sustainable enterprise development. The methodological basis of the research includes a systems approach, methods of comparative analysis, synthesis, and generalization of scientific concepts and practical business experience. Modern scientific works in the field of open innovation and marketing strategies have been analyzed, along with their relationship to sustainable development principles. As a result of the research, a model of integration between marketing strategies and open innovations for sustainable enterprise development has been developed, reflecting their interaction and impact on economic, social, and environmental aspects of business activities. Key success factors of this integration have been identified and systematized into eight categories: strategic, organizational, technological, ecosystem, competence-based, market, financial, and operational. A comparative analysis of traditional and integrated approaches to marketing and innovation has been conducted. The scientific novelty lies in the comprehensive examination of the integration of marketing strategies and open innovations, determining their synergistic impact on sustainable enterprise development, and developing a system of success factors that contribute to the effective implementation of these processes. The practical significance of the research involves formulating recommendations for enterprises on integrating marketing strategies and open innovations, which allow businesses to increase competitiveness, adaptability to market environment changes, and ensure balance between economic, social, and environmental goals.

Prospects for further research are related to developing methods for evaluating the effectiveness of marketing strategies and open innovations integration, investigating industry-specific features of implementing this approach, and studying the potential of platform business models, artificial intelligence, and ecosystem approaches for enhancing the synergistic effect of integration.