MANAGEMENT OF ENVIRONMENTALLY ORIENTED INNOVATIVE DEVELOPMENT OF ENTERPRISES UNDER CONDITIONS OF DIGITAL TRANSFORMATION OF THE ECONOMY

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Abstract
The article examines the theoretical and methodological foundations for managing environmentally oriented innovative development of enterprises under the conditions of the economy's digital transformation. It is evident that intensifying environmental challenges, growing requirements for sustainable development, the need to implement ESG principles, and the spread of digital technologies necessitate a rethinking of traditional approaches to enterprise innovation management. Environmentally oriented innovative development is considered as a comprehensive process of implementing technological, organizational, managerial, and digital innovations aimed at reducing the negative impact of enterprises on the environment, ensuring the rational use of resources, increasing energy efficiency, and forming long-term competitive advantages. The article reveals the role of environmental innovations in production modernization, waste minimization, energy intensity reduction, improvement of environmental safety, and strengthening the enterprise’s business reputation. Attention is paid to digital technologies as important tools for accelerating innovation. It is emphasized that the use of the Internet of Things, artificial intelligence, big data analytics, cloud technologies, digital twins, and automated environmental monitoring systems enables improved control over resource consumption, emissions, waste generation, and production efficiency. This creates an information basis for making more substantiated managerial decisions and increases enterprises' adaptability to transformational changes. The importance of integrating ESG principles into the enterprise management system is determined. Such integration allows enterprises to combine economic efficiency, environmental responsibility, and social orientation, which is an important prerequisite for sustainable and balanced development. The article identifies the main problems of implementing environmental innovations, including high investment costs, insufficient technological readiness, limited access to green financing, a shortage of qualified personnel, low digital maturity, and weak integration of environmental priorities into strategic management. A comprehensive mechanism for managing environmentally oriented innovation development is proposed. This mechanism combines analytical, organizational, financial-economic, technological, digital, personnel, and control blocks. Its implementation will allow enterprises to move from fragmented environmental measures to a systemic model of sustainable innovative development, reduce environmental risks, increase resource efficiency, strengthen investment attractiveness, and ensure long-term competitiveness in the digital economy. Keywords: management, innovative development, environmental innovations, enterprises, agricultural sector, industrial enterprises, digital transformation, sustainable development, ESG principles, mechanism of innovative development, innovation index, environmental modernization, economic transformation.

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