Innovation and investment strategy crisis management, sustainable development firms

The article describes the factors of the crisis, the sustainability of investment and shows the role of investment strategies in the current economic conditions. The authors have disclosed features to ensure the crisis-stability of firms based on the use of different types of investment strategies to basic, which, first of all, should include a strategy of expansion and diversification, stabilization and reconstruction, renovation and development of innovations. The introduction of the practice of formation of the investment policy will achieve high rates of economic growth and support the competitiveness of firms. Investment policy is a part of the overall financial strategy of the enterprise, is to select and implement the most effective forms of investment to ensure high rates of development and constant growth of the market value. With it, the company implements its ability to anticipation of long-term economic trends and adapt to them. The complexity of the investment activities is largely due to the peculiarities of the organizational and economic situation of enterprises. The investment strategy is subject to the basic strategy of economic development of the enterprise. The positive results of the investment strategy, manifested in the form of increasing the economic potential of the company, its mobilization for achieving a qualitatively new level of development are the basis for increasing the crisis-stability. Revealed the decisive role of innovation to ensure sustainable development of the enterprise. Innovation potential allows to form the necessary basis of early detection of problems in the sustainable development of the company. Ensuring sustainable development of the enterprise on the basis of the formation and use of innovative potential in practice can reasonably review the strategic guidelines for innovation activities and the economic effect, expressed in the sustainable development and effective functioning.