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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Adaptation of International Innovation Marketing Experience to Ensure the Sustainable Development of Ukraine’s Regional Space
Domashenko M. D., Pabat K. V., Shcherbachenko V. O.

Domashenko, Maryna D., Pabat, Kristyna V., and Shcherbachenko, Viktoriia O. (2026) “Adaptation of International Innovation Marketing Experience to Ensure the Sustainable Development of Ukraine’s Regional Space.” Business Inform 8:661–671.
https://doi.org/10.32983/2222-4459-2026-8-661-671

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:332.1:330.341.1

Abstract:
The article examines the adaptation of international experience in innovation marketing to ensure the sustainable development of Ukraine’s regional space in the context of digital transformation, European integration, and postwar recovery. It is substantiated that contemporary innovation marketing has evolved beyond the traditional promotion of new products and has become a strategic instrument for developing competitive regional innovation ecosystems, fostering innovative entrepreneurship, attracting investment, and increasing the competitiveness of regions. The aim of this study is to develop scientific and practical approaches to the adaptation of international innovation marketing practices for ensuring the sustainable development of Ukraine’s regional space in the context of digital transformation and postwar recovery. The methodological framework is based on systemic, comparative, institutional, and structural approaches, as well as methods of scientific generalization, analysis and synthesis, comparative analysis, graphical interpretation, and conceptual modeling. The information base includes publications by Ukrainian and foreign scholars, analytical reports of international organizations (OECD, WIPO, the European Commission), and recent studies published in journals indexed in the Scopus and Web of Science databases. The study provides a comparative analysis of innovation marketing models implemented in Israel, Finland, South Korea, the Netherlands, and Singapore. The key mechanisms of State support, digital transformation, innovation ecosystem development, international commercialization of innovations, and place branding are identified. The main barriers hindering the development of innovation marketing in Ukraine are determined, and priority directions for adapting international practices to the conditions of postwar recovery are substantiated. The scientific novelty of the study lies in the development of an original conceptual model for adapting international innovation marketing practices, integrating digital transformation, cluster development, open innovation, international commercialization, and territorial branding into the system of sustainable regional development. The practical significance of the research is determined by the possibility of applying the proposed recommendations in the activities of public authorities, regional development agencies, innovative enterprises, and higher education institutions while designing regional innovation strategies, digital transformation policies, and postwar recovery programs.

Keywords: innovation marketing; sustainable development; regional development; digital transformation; innovation ecosystems; postwar recovery; international experience; innovative entrepreneurship; territorial branding; smart specialization.

Fig.: 2. Tabl.: 2. Bibl.: 15.

Domashenko Maryna D. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economic Relations, Sumy State University (116 Kharkivska Str., Sumy, 40007, Ukraine)
Email: [email protected]
Pabat Kristyna V. – Student, Sumy State University (116 Kharkivska Str., Sumy, 40007, Ukraine)
Email: [email protected]
Shcherbachenko Viktoriia O. – Candidate of Sciences (Economics), Associate Professor, Senior Lecturer, Department of International Economic Relations, Sumy State University (116 Kharkivska Str., Sumy, 40007, Ukraine)
Email: [email protected]

List of references in article

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