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The priority of innovations as a factor of economic development of any modem country is not the only their correct characteristics. Innovations beyond its economic nature are benefits, which determine the evolution of civilization, and their quality components have significant impact on the dynamics of this evolution. The article presents complex study on the positioning of innovative science and technology in the global consumption system, as well as their establishment in this system and the inability to transformation. The author has proved the following: innovations as benefits of the global economic system make adjustments to the structure of the Maslow pyramid of modern man and their further development will make their own corrections. In the global consumption system we should single out innovations as benefits of final consumption and innovation as good of industrial purpose. The work established that innovation consumption regardless of their nature is in accordance with consumer utility, cost and public perception. Providing directions and criteria of formation of innovative economic development of Ukraine in terms of European integration are defined. Based on comparative and analytical methods individual approaches to understanding innovation in the system of global consumption are defined. The assumption of certain factors (parity of public perception and value) in the sphere of formation of economic relations in the global consumption of innovative products is made. The article has proved, that in global system of consumption innovations are treated as benefits, and their distribution is more dependent on the capabilities of their purchase rather than generated from social progress. When establishing parity in public perception and acquisition opportunities development of innovation undergoes synergistic effect and promotes the transformation of social needs. The results of the research can be used by state and regional power, scientific-research establishments, management of domestic companies as well as by specialized organizations which function for stimulation of the processes of innovation activity development in Ukraine, as describing the strategic goals of further development of the respective areas.

The priority of innovations as a factor of economic development of any modem country is not the only their correct characteristics. Innovations beyond its economic nature are benefits, which determine the evolution of civilization, and their quality components have significant impact on the dynamics of this evolution. The article presents complex study on the positioning of innovative science and technology in the global consumption system, as well as their establishment in this system and the inability to transformation. The author has proved the following: innovations as benefits of the global economic system make adjustments to the structure of the Maslow pyramid of modern man and their further development will make their own corrections.In the global consumption system we should single out innovations as benefits of final consumption and innovation as good of industrial purpose. The work established that innovation consumption regardless of their nature is in accordance with consumer utility, cost and public perception. Providing directions and criteria of formation of innovative economic development of Ukraine in terms of European integration are defined.Based on comparative and analytical methods individual approaches to understanding innovation in the system of global consumption are defined. The assumption of certain factors (parity of public perception and value) in the sphere of formation of economic relations in the global consumption of innovative products is made. The article has proved, that in global system of consumption innovations are treated as benefits, and their distribution is more dependent on the capabilities of their purchase rather than generated from social progress. When establishing parity in public perception and acquisition opportunities development of innovation undergoes synergistic effect and promotes the transformation of social needs.The results of the research can be used by state and regional power, scientific-research establishments, management of domestic companies as well as by specialized organizations which function for stimulation of the processes of innovation activity development in Ukraine, as describing the strategic goals of further development of the respective areas., В работе исследованы особенности позиционирования инноваций в системе глобального потребления. Проанализирован состав факторов, параметры и способы потребления благ в глобальной среде. Установлено, что потребление инноваций осуществляется в соответствии с потребительской полезностью, стоимостью и общественным восприятием. Определены направления обеспечения и критерии формирования инновационного развития экономики Украины в условиях евроинтеграции., В роботі досліджено особливості позиціонування інновацій в системі глобального споживання. Проаналізовано склад факторів, параметри та способи споживання благ в глобальному середовищі. Встановлено, що споживання інновацій здійснюється у відповідності до споживчої корисності, вартості та суспільного сприйняття. Визначено напрями забезпечення і критерії формування інноваційного розвитку економіки України в умовах Євроінтеграції.

International audience; In the European Union, small and medium enterprises (SMEs) in the food sector have to be sufficiently competitive to face various current challenges, such as changing governmental regulations, competition with large-scale manufacturers, increased pressure of retail, environmental restrictions, etc. Based on the assumption that traditional products and recent innovations could be complementary vectors to boost economic growth, this work seeks to establish a relationship between tradition and innovations from a SME point of view. After an identification of traditional products and innovation from research topics in the durum wheat and Mediterranean vegetable chains, SMEs were interviewed to get insight in their needs and the hurdles they are facing within the entire value chain (at agronomic, technological, product-related, marketing, and organizational levels). Using both qualitative and quantitative questionnaires, results showed that interviewed enterprises appeared as dynamic businesses, willing to innovate and invest, but occasionally facing financing issues. The high-rated topics of interest correspond to quality management, regulations, new products, packaging, and process technology trainings. Potential innovations are compared with the identified SMEs needs revealing a keen interest of interviewed SMEs for recent research innovations (e.g. mixed crops, bio-based and functional packaging, novel preservation processes, ecoconception, etc.). The high values of ratings of training subjects demonstrate the need for an action plan dedicated to SMEs of the traditional food sector such as an online portal, a traditional food-oriented magazine, or a joint technology demonstration platform.

In the European Union, small and medium enterprises (SMEs) in the food sector have to be sufficiently competitive to face various current challenges, such as changing governmental regulations, competition with large-scale manufacturers, increased pressure of retail, environmental restrictions, etc. Based on the assumption that traditional products and recent innovations could be complementary vectors to boost economic growth, this work seeks to establish a relationship between tradition and innovations from a SME point of view. After an identification of traditional products and innovation from research topics in the durum wheat and Mediterranean vegetable chains, SMEs were interviewed to get insight in their needs and the hurdles they are facing within the entire value chain (at agronomic, technological, product-related, marketing, and organizational levels). Using both qualitative and quantitative questionnaires, results showed that interviewed enterprises appeared as dynamic businesses, willing to innovate and invest, but occasionally facing financing issues. The high-rated topics of interest correspond to quality management, regulations, new products, packaging, and process technology trainings. Potential innovations are compared with the identified SMEs needs revealing a keen interest of interviewed SMEs for recent research innovations (e.g. mixed crops, bio-based and functional packaging, novel preservation processes, ecoconception, etc.). The high values of ratings of training subjects demonstrate the need for an action plan dedicated to SMEs of the traditional food sector such as an online portal, a traditional food-oriented magazine, or a joint technology demonstration platform.

The article presents the results of a study on the information constituent of the company marketing activity. The author identifies the main directions and common rules allowing her to reveal the cause-and-effect relationships in the sphere of the marketing activity information support. Means of marketing control optimization are suggested on their basis Представлены результаты исследования информационной составляющей маркетинговой деятельности предприятий. Автором выявлены основные направления и закономерности, позволяющие показать причинно-следственные зависимости в области информационного обеспечения маркетинговой деятельности. На их основе предложены пути оптимизации управления маркетингом

Small agricultural firms have to cope with increasing economic, legal and environmental difficulties. The purpose of the paper is to identify whether there are available research outputs to these challenges, focusing on the Swiss traditional fruit sector. Identification of firms’ needs using face-to-face interviews and a focus group allowed us to prioritize innovations. Knowledge and innovation transfer gaps were identified thanks to bibliometric analysis, providing hints for research program orientations. The main sectoral needs were related to varieties like increasing pest and disease resistance, weather sensitivity, and ripening behavior. Knowledge produced by research institutions was partly related to the firms’ needs. The study demonstrated a need for better coordination between agricultural stakeholders and researchers. Knowledge must be transferred and shared in the network with greater efficiency by extending interactions and involving stakeholders earlier in the innovation process. However, the search for scientific outputs should include more specificities of the local environment.JEL Codes: O31, O32