Strategies of Innovation Management and Socially Responsible Marketing: Contemporary Dimension

Abstract

The study explores the strategic integration of innovation management and socially responsible marketing in the context of increasing market turbulence, stakeholder pressure, and the growing importance of corporate social responsibility (CSR) and sustainable development. The aim is to systematize key components of innovation management strategies integrated with CSR principles and to substantiate their role in ensuring sustainable development and long-term competitiveness of enterprises. The research is based on a theoretical and analytical approach, including the synthesis of scientific literature, comparative analysis, and systematization of conceptual frameworks related to innovation processes, CSR integration, and strategic marketing communications. The results demonstrate that innovation management increasingly functions as a mechanism of social value creation and stakeholder trust building, while CSR-oriented marketing serves as a key instrument for legitimizing innovative activities and communicating their impact. It is proven that integration of CSR into innovation strategies strengthens reputational capital, enhances customer loyalty, and improves organizational adaptability under conditions of digital transformation and uncertainty. The study highlights the role of digital tech, and AI in increasing transparency and optimizing innovation processes. A typology of strategies according to enterprise maturity is systematized, showing differentiated approaches from startups to mature corporations and social enterprises. The findings confirm that companies combining technological innovation with social responsibility achieve more stable competitive advantages. The practical significance lies in forming an integrated understanding of innovation management as a socio-economic system aligned with ESG principles. Prospects for further research are related to empirical measurement of CSR-oriented innovation effectiveness and development of performance indicators, including in the context of post-conflict recovery of Ukrainian enterprises.