Features of proactive strategies realization in e-business as an indicator of innovative activities

Abstract

The article reviews the essence and characteristic features of the innovation process in a business process. It is determined that the organization of marketing activities in the communications component of the innovation process in modern e-business model is an actual scientific task. The very activity in the communication component of the innovation process in today's e-business model can be attributed to the radical half, but definitely with a proactive nature. Proactive innovative strategies act on the market changes and reactive are often created for the enterprise defense strategy realization. Since the key difference between the e-business and the ordinary business format is to transform basic business processes with the help of Internet technology, the article offers a model of electronic communications (website promotion) as a component of a proactive marketing strategy. This model allows to enhance effectiveness of proactive innovative strategy realization due to formalization of the site promotion organization.