INNOVATIVE PROFILE OF ORGANIZATION

The goal of each innovation strategy reflects the goals of the overall strategy and shows the directions of innovation activity - products, processes, markets or combinations. Сoncretization is needed, for example in the field of processes, technological specialization, the priority of existing or new technologies, the priority of production technology, logistics, sales or service. Building a profile chart of the innovation potential of the organization and comparing it with a major competitor can serve as a way to improve corporate innovation. The еvaluation of the indicators in it is done in a relative ball scale, usually five degrees. Among the main features that determine the innovation potential are strategic management, corporate culture and organization, the company's availability of resources, the company's availability of information. Traditional approaches yield the comparability of indicators that are defined in a way that can be related to the intensity of the innovation process. The annual budget for research and investigations, the number of patents, the number of innovative projects over a given period of time, the number of new funds, the number of products invested in production in the last three years or the volume of sales of new products .Also, possible areas of innovation activity are determined by the use of firm strengths and the favorable opportunities of the external environment. The assessment of the company situation and position through the popular SWOT analysis method covers the four situation variables - internal strengths and weaknesses of the company, external opportunities and threats to their characteristics. On this basis a situation analysis of a hypothetical firm is presented. Because the possible Product - Market - Technology combinations are many, they are limited by exploring the specific business opportunities and rules in the industry.