Considering the image of an enterprise to ensure its attractiveness in business plans

Abstract

The need to create business plans for innovative projects is substantiated. The main methods for developing business plans in Ukraine are indicated. The generalized structure of the enterprise's business plan with specific and typical sections is presented. The impact of the specifics of both the innovative project itself and organizations on the structure of the business plan is analyzed. The importance of the role of technological innovations, in particular product and process innovations, in the attractiveness and structure of the business plan is emphasized. Special attention is paid to the issue of technology transfer. The relevance of its consideration in the process of business planning is emphasized. The concept, purpose and essence of commercialization are considered. The main and most common methods of commercialization of objects of intellectual property rights are analyzed. The results showed that in the modern realities of the economy, enterprises should respond quickly enough to the needs of the market and offer products that most satisfy the needs of consumers. And this forces enterprises to develop and implement innovations, but their development requires significant efforts to develop business plans and take into account information about the image of the enterprise.