Abstract

The aim of the article is to determine the essence of marketing audit of innovation activity of enterprises, its tasks and subject, to present the methodical approach to conduction of marketing audit of innovation activity of industrial enterprises. The results of the analysis. The essence, objectives and peculiarities of marketing audit of innovation activity of enterprises have been identified. The author views marketing audit of innovation activity as the process of conduction of a complex verification of the efficiency in the marketing of innovations with regard to the aims of an enterprise, detection of unused reserves of innovative potential, development of proposals and recommendations for innovation marketing enhancement at an enterprise. A methodical approach to conduction of an audit at enterprises involved in the innovation activity was proposed, based on the national legal framework concerning auditing activity and analysis of theoretical and applied studies on marketing audit. The approach is based on the Ukrainian legal framework concerning the auditing activity and analysis of theoretical and applied studies of marketing audit. It suggests conducting the marketing audit out in five phases. The first phase is a preparatory one, at which first and foremost a decision to conduct an audit is made. The second and the third phases are data and analytic accordingly, which combined include the acquisition and processing of data concerning external and internal environment of an enterprise. The author states that marketing audit of innovation activity is meant to provide a qualitative evaluation not only on efficiency of organizing of innovation marketing in an enterprise, but also on external threats and possibilities to utilize an enterprise’s innovative potential. An evaluation system of innovation marketing efficiency was developed in order to aid in the analytic phase. The forth (recommendation) phase of marketing audit of innovation activity is based on assessment of different elements of external and internal enterprise’s environments, analysing relevance between marketing measures and strategic vision of innovation activity development and, consequently, detecting weak and strong points. The final audit phase aims to check fulfilment of all existing audit tasks, completeness of an implementation plan and performance of audit procedures. An audit report and audit opinion are presented to upper management of an enterprise (client), consultations with an enterprise’s staff concerning the enhancement of marketing innovations and implementation of audit suggestions and recommendations are carried out. Conclusions and directions for further researches. On the basis of the conducted research it can be concluded that the relevance of marketing audit constantly increases. It has managed to successfully establish itself in practice of developed countries; however, it has not become popular enough with the domestic enterprises yet. Considering a significant innovative potential of Ukraine, enhancement of innovation marketing at domestic enterprises by conducting a relevant audit is an essential precondition for its successful development. Accordingly, a methodical approach has been developed to conduct a marketing audit of innovation activity at industrial enterprises, which in contrast to the existing ones includes a comprehensive evaluation of innovation marketing in an enterprise though the lens of an organizational aspect, efficiency, possibilities and risks of innovative potential utilization. It gives managers a possibility to enhance innovation marketing according with the conditions of an enterprise’s external environment and internal abilities. Further researches on the subject should be directed at studying of the foreign and domestic practice of management of innovation activities at industrial enterprises. In particular, the main emphasis should be put on peculiarities of utilization of marketing innovations and search for the ways to enhance their implementation in Ukraine. 

Keywords: audit, marketing, innovation activity, organizational structure, innovative potential, efficiency

JEL Classification: D21, M31, M41, O31.

Cite as: Balyk U. & Kolisnyk, M. (2017). Marketing audit of innovation activity of enterprises: theoretical and methodical approach. Marketing and Management of Innovations, 3, 87-95. https://doi.org/10.21272/mmi.2017.3-09

This work is licensed under a Creative Commons Attribution 4.0 International License

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