ORGANIZATIONAL AND ECONOMIC POTENTIAL OF JOINT ENGAGEMENT OF VENTURE CAPITAL AND BUSINESS PROCESS RE-ENGINEERING IN THE MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISES

Abstract

The Ukrainian industry is a strategically important industry that retains the potential to contribute to the rapid development of the national economy. At the same time, this potential can be realized only choosing an innovation vector of the nearest future of the industry. Together with the activation of innovation activity, industrial entrepreneurs face the problem of the fund scarcity, high risks and outdated approaches to the conduct and organization of activities. In these terms, the authors of the article propose to investigate the organizational and economic potential of joint engagement of venture business and reengineering of business processes in the marketing sphere of industrial enterprises. It is marketing activity of industrial enterprises, which is recommended by the authors as the most effective for operative adaptation of the company to radical transformations in outer business-environment. Being in the tight connection with a customer (existing and potential) and its requirements, marketing activity is able to define strategic directions of company development and to implement new regulars of business in everyday company’s activity. Thus, the study analyses organizational principles of venture activity and reengineering business-processes in marketing activity, the relationship between these areas in the organization of innovation activities and common approaches to the development of strategic programs for the development of industrial enterprises under the conditions of sharp transformations in the external business environment. Reengineering business-processes in marketing activity is presented as an innovation, which could be engaged through venture capital, and in the same time, this innovation is able to carry out radical transformations in its organization and business-activity principle. The transformations should be carried out to ensure further effective use of engaged investments and to develop effective innovation activity.