PRODUCT INNOVATIONS AS THE SOURCE OF ENTERPRISE COMPETITIVENESS

Enterprises continually search for ways of improving and strengthening their competitiveness. This is not an easy task. Continuous floating of new products to the market is one of the options. Thanks to product innovations the enterprise can increase its market share, the level of achieved profit, improve its competitive position and, as a consequence, its competitiveness. This study aimed at identification of strategic goals of creating new products, factors determining undertaking of innovation activities in that area and factors determining market success of such products. The studies showed that floating new products to the market serves, first of all, achievement of typical market goals. The success of a new product strategy is determined by marketing factors as well as the financial standing of the company, its image and promotion potential. The major factors stimulating innovative activities of the enterprise are the status of market needs and preferences, rate of changes in them, technology progress as well as resources and skills of the enterprise.