In today's globalized world, where technological progress does not stand still, and consumer expectations are constantly growing, innovations are not just desirable, but critically important for the survival and success of manufacturing and trading enterprises. The ability to quickly and efficiently bring new products and services to the market is a decisive advantage in the face of increasing competition. Effective implementation of innovations requires a systematic and structured approach, which is provided by project management. It allows you to optimize the use of limited resources, control deadlines and budgets, and minimize potential risks, which is especially important in the manufacturing and trading sector. Financial management plays a crucial role in ensuring the effectiveness of investments in IT innovations, allowing you to optimize costs for research, development and implementation of new technologies, as well as minimize risks associated with uncertainty of results. This is especially relevant, since enterprises face high development costs and uncertainty about the commercial success of innovations. The analysis of publications shows that the effective implementation of innovations requires a systematic and structured approach, which is provided by project management. Traditional approaches adapt to the unique nature of innovation processes, which are characterized by a high level of uncertainty and risk. The literature emphasizes the importance of identifying, assessing and mitigating risks at all stages of the innovation cycle, as well as the role of innovation culture, organizational structure, leadership, communication and the formation of cross-functional teams for the successful implementation of innovation projects. The purpose of this article is to analyze business management strategies and innovation management of enterprises in the investment market, especially in the context of IT innovations. Conducting an analysis of the financial management of IT innovations faced a number of problems and limitations, in particular, incompleteness and anomalies in open data, the complexity of allocating costs specifically for IT innovations in marketing projects, as well as the significant impact of external factors, such as economic instability and the war in Ukraine.
Kharchuk et al. (Sun,) studied this question.