ІННОВАЦІЙНО-КОМУНІКАЦІЙНИЙ МЕХАНІЗМ ЯК ДРАЙВЕР ЕФЕКТИВНОГО СТРАТЕГІЧНОГО УПРАВЛІННЯ

The article provides an in-depth examination of the innovation-communication mechanism as a key driver of effective strategic management in modern organizations functioning under the influence of dynamic market transformations, digitalization, and intensified global competition. The study substantiates the theoretical foundations, structural composition, and practical importance of this mechanism for ensuring the adaptability, sustainability, and innovative capacity of enterprises. It argues that the integration of innovation-oriented management practices with advanced communication technologies forms a synergistic system capable of accelerating decision-making, improving coordination between organizational units, and strengthening long-term competitiveness. Special attention is given to the analysis of digital communication platforms, knowledge management systems, and network-based collaboration tools that facilitate the diffusion of innovations, enhance transparency, and improve feedback processes within corporate structures. The innovation-communication mechanism is conceptualized as a multidimensional and flexible management tool combining technological, organizational, and informational subsystems that jointly ensure the achievement of strategic goals. The research demonstrates that the effectiveness of this mechanism depends on the level of digital maturity, corporate culture, and leadership commitment to continuous development and learning. It also highlights that innovation-driven communication policies contribute to the formation of a knowledge-based organizational environment, stimulate creative potential, and enable enterprises to anticipate external changes proactively. The proposed conceptual model of the innovation-communication mechanism may serve as a methodological basis for optimizing strategic planning, improving internal communication systems, and enhancing the resilience of organizations in uncertain environments. The findings have both theoretical and practical significance, offering valuable recommendations for managers, policymakers, and researchers seeking to design adaptive strategies for sustainable organizational growth in the context of Industry 4.0 and global digital transformation.