Use of Foresight Technologies and Roadmaps in Strategic Management of Marketing Innovation Activities of Enterprises

The study presents a methodological approach to the development and implementation of an innovative strategy for printing enterprises, based on the use of a scenario approach – a technological roadmap and the foresight method. Technological roadmaps for the development of innovation activity are formed in a cascade: first, for a network Association of printing enterprises, scenarios were developed on its basis for each of the studied Enterprises – LLC «Vesna» and PE «Phoenix». When drawing up the technological roadmap, the foresight method was used as a tool for implementing innovation policy. The advantages of the approach are visualization of the process of forming and implementing the innovation policy of a network Association: defining long-term goals and priority areas and areas of activity, technologies, products and innovations to achieve the goals, as well as the ability to adjust the developed scenario both at the planning stage and during its implementation.