УДК 658.012:339.13

DOI: https://doi.org/10.36887/2415-8453-2025-2-4

Chernysova Taia,
PhD student in specialty 075 Marketing, Assistant of the Department of Marketing,
State University «Kyiv Aviation Institute»,
https://orcid.org/0000-0002-9661-9865

JEL classification: H54

The article researches the peculiarities of marketing strategies of open innovations in the context of modern challenges of the market economy, rapid development of innovation processes, and sustainable development. The article examines the evolution of innovation processes from closed to open models, emphasizing their role in shaping the competitive advantages of enterprises. Particular attention is paid to the relationship between marketing and innovation, which is considered a source of synergy for achieving sustainable development. The approaches to defining marketing strategies are also systematized, particularly through the prism of social responsibility, environmental orientation, and integration of external innovation sources. It is proposed to expand the classification of basic open innovation strategies, including input and output models, internal openness, and implementation methods, such as crowdsourcing, partnerships, and internal innovation platforms. These tools are seen as a means of increasing the efficiency of marketing activities. An essential aspect of the study is the analysis of open innovation management matrices, which help enterprises choose the best ways to integrate external ideas and technologies. To determine sustainable marketing benchmarks, the author proposes a balance between sustainability and profitability, including recommendations for implementing such strategies. The article also presents the author’s methodology for assessing the probability of success of open innovation marketing strategies, which considers the correlation between innovation and marketing processes. This model allows enterprises to determine the level of integration of strategy components and make informed decisions on their implementation. The paper proposes a comprehensive model for assessing the probability of success of the open innovation marketing strategy. This model integrates the key factors of open innovation, marketing, and compliance with the enterprise’s competitive strategy. The research part of the article finishes with recommendations for implementing the proposed strategy in an enterprise’s marketing management. For this stage, a methodologically effective 9-step algorithm can be used. The paper concludes with conclusions on the prospects for further research in the interaction between sustainable marketing and open innovation. The author emphasizes that combining these approaches can create long-term competitive advantages in today’s turbulent markets. The article has theoretical and practical value for marketers, innovation managers, and business executives.

Keywords: marketing strategies, classification of open innovations, open innovation strategies, sustainable development, socially responsible marketing, ecological (green) marketing, sustainable marketing.

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The article was received 28.03.2025