Functional Model Of The Management System For The Development Of Innovative Potential Of Airline Companies On The Basis Of Marketing Concept

The article is devoted to the improvement of management of the development of the innovation potential of airlines, which ensures their competitiveness in the global market. The solution to the problems caused by the need to update systems and processes in response to rapid changes in market conditions and the emergence of new technologies is seen as possible through marketing concepts and their tools, which are an integral part of the model of managing the development of innovation potential. The aim of the study is to improve the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts. Methodology. The suggested scientific approach to the formation of a model for the development of the innovation potential of an airline company is based on a study of marketing concepts, which are enclosed in the framework of A. Osterwalder and I. Pinier, based on the phased configuration of the innovation process and taking into account the coverage of functional blocks of innovation development, value proposition formation and implementation of innovations by modern marketing tools of airline companies, integrating the possibilities of developing innovation potential with the needs of the air transportation sector market. As a result of the research, it is proved that the conceptual basis of the functional model for the development of the innovation potential of an airline enterprise is within the holistic concept of marketing, and digital marketing has a conceptual impact on almost all stages of the functional model and is manifested in certain digital marketing tools, contributing to reducing complexity and increasing predictability in the processes of managing the consumption of innovations, prices for innovative products and services, monitoring consumer behavior, partnerships, etc. In addition, the scientific approach to the formation of a model for the development of the innovation potential of an airline company based on marketing concepts is based on the target benchmarks of the sustainable development strategy (macro-marketing concept), the development of value propositions (service dominance theory) and the imperatives of increasing competitiveness and financial success (competitive advantage theory). The practical significance of the results lies in the contribution to the understanding of the use of marketing mechanisms in the process of innovation and emphasizing the need to change the traditional paradigm of airlines' functioning, directing it towards innovative development and achieving competitiveness with a focus on customer needs. Value/originality. The improved scientific approach actually creates a comprehensive theoretical and organizational basis for marketing of innovations of airline companies and will contribute to the effective implementation of marketing support for the development of innovation potential.