| Summary: | The purpose of this paper is to develop a strategy for managing the innovation and investment activity of an industrial enterprise at various stages of its life cycle. Based on the analysis and assessment of the efficiency of the implementation of existing strategies, the relevant features of innovation and investment activities of enterprises have been identified. A methodological approach to assessing the meso- and macroeconomic effect of the implementation of transformations at the enterprise depending on the stage of the life cycle is proposed, and an algorithm for determining the most optimal development strategy, which is based on an analysis of the parameters of predicted stability, is compiled. As a result of the study, a new approach to the formation of innovative and investment development of an enterprise was formed, which allows taking into account not only the change in the internal indicators of the economic activity of an enterprise, but also the change in external parameters. In addition, the proposed approach allows determining the economic effect on the basis of a combined assessment of the dynamics of introducing product, technological and managerial innovations, taking into account the efficiency of attracting investment resources that ensure the implementation of innovative transformations.
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