Роль маркетингових досліджень у забезпеченні інноваційного розвитку підприємств у нестабільному зовнішньому середовищі

Abstract

This work examines the role of marketing research in ensuring the innovative development of enterprises under unstable external conditions. It emphasizes that in the context of economic turbulence, military challenges, and market volatility, marketing research provides a reliable information base for strategic decision making. By identifying changing consumer needs, assessing competitive environments, and reducing uncertainty, marketing research supports innovation, enhances adaptability, and strengthens long-term competitiveness and business resilience.