The article presents the results of the analysis of the nature of innovative contribution of each innovator in the process of organization of innovative activity of the enterprise, from creation to sale of innovative products. It is shown that the main influence on the level of such contribution is exerted by the factors formed as a result of the activity of numerous social institutions of society as a whole and social relations within the enterprise. At the same time, more and more importance is attached to the creative abilities of innovators, inherent in nature, which ensures their responsibility for obtaining a given project level of novelty ∆Ni (technical, technological, organizational, etc. solutions), while the responsibility for the timeliness of project execution (∆tkonk) is assigned to managers at all levels. In addition to the design of the integrated product (product-pack-brand), which is related to conditionally-constant factors as the driving force behind a sales organization, it is proposed that, while developing technological processes of the trade, the following factors should also be taken into account: the level of creative input of the developers of commercial space design, design of product placement on shelves, etc., the level of creative energy which should be classified as conditionally-variables, taking into account the dynamics of change in consumer behaviour.
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