Innovative activity as a factor of a company's sustainability on the market

In modern conditions of formation of post-industrial society, the problem of maintaining the stability of industrial enterprises becomes very urgent. Since the development of society based on innovation leads not only to the restructuring of the economy, but also to changes in the nature of market relations, priorities and values owners and personnel of industrial enterprises. For industrial society is the main goal of business owners it is about maximizing well-being. The desire to increase profits is the main incentive for the development and implementation of innovations, especially technological ones. At the same time, innovations, being the main source of profit growth, are also associated with a high level of risk, ignoring which may not only fail to achieve the goals set, but also destroy the stability of the enterprise. In a post-industrial society, a person is released from the sphere of material production and values such as the realization of creative abilities and the quality of life come to the fore. As a result, the service sector is actively developing, and industrial enterprises are rebuilding the material and technical base, increasingly replacing humans with robotics. In the current conditions, the problem of managing innovation activity in order to maintain sustainability becomes very urgent for enterprises. Effective management of the company's innovation activity, on the one hand, contributes to the implementation of intellectual capital of the company's employees, allows to develop the material and technical base of the company and bring new products to the market that meet the needs of modern society. The problems of managing innovation activity of enterprises and assessing its level are currently being actively investigated by Russian authors: A. A. Trifilova, O. V. Mikhalev, O. N. Melnikov, O. V. Mikhalev, E. L. Neznakhina, O. V. Nikitina, V. I. Zorin, E. A. Ustinov, L. V. Zhuravleva, A. I. Balashov, E. M Rogova, M. S. Kotova, and others.it Should be noted that today the scientific literature presents various approaches of the authors to understanding the essence of the category "innovative activity". In the narrowest sense, innovation activity is understood as "the intensity (pace, speed, frequency), volume, scale, variety of innovative activities of the enterprise". [6, 7, 9] for statistical surveys of innovative activity is defined as "the degree of participation of the organization in the implementation of innovation as a whole or its separate kinds during the certain period of time." [8] The most developed approach in the scientific literature to understanding the essence of the category "innovative activity" is a comprehensive approach. Innovative activity is a complex category that includes the following characteristics: the ability to mobilize the necessary quantity and quality of innovative potential; the degree of use of innovative potential; susceptibility to innovations; the degree of intensity of actions carried out to transform the innovation and their timeliness; the ability to ensure the validity of the methods used; rationality of the innovation process technology in terms of the composition and sequence of operations. At the same time, different authors, when interpreting the essence of the category "innovative activity", focus their attention on its various characteristics. [1, 2, 5] The study of the authors ' approaches presented in the scientific literature allows us to clarify the essence of this category. Innovative activity of an enterprise is an innovative activity of an enterprise taking into account the formed innovative potential, the intensity of actions of the management and staff to use it, as well as the innovative climate created by the state and other market counterparties in order to ensure its stability in the market. At the same time, the sustainability of an enterprise is the ability of an enterprise to maintain and develop its potential and increase its market value. The problem of ensuring the stability of the enterprise is presented in the works of V. A. Kozlov, L. A. Danchenok, D. K. Shevchenko, A. Y. Rassomakhin, M. N. Dudin, N. V. Lyasnikov, and many others. The scientific literature today identifies various types of enterprise sustainability. For example, from the point of view of the forms of existence of the enterprise, the strategic and current stability of the enterprise is distinguished. Strategic sustainability characterizes the ability of an enterprise to develop is its ability to maintain competitiveness for a long time and ensure that financial and economic indicators are not lower than the industry average due to the development and implementation of various types of innovations. The current stability of the enterprise characterizes the ability of the enterprise to function stably and consists in daily, systematic maintenance of economic and financial indicators at a given level. [3, 4,] From the point of view of the influence of factors, the internal and external stability of the enterprise is distinguished. Internal factors of the company's stability include: industry affiliation, product structure, its share in the total effective demand, the amount of equity, the size and structure of costs, their dynamics in comparison with cash income, the state of property and financial resources, their composition and structure. External factors of the company's stability include: economic conditions, the prevailing technology and technology in society, effective consumer demand, economic and financial policy of the government, legislative acts, the system of values in society, etc. From the point of view of the object of analysis, the following types of stability are distinguished: financial stability, marketing stability, production and economic stability, organizational and managerial stability, social stability, environmental stability, etc.