REFLEXIVE MANAGEMENT OF THE DIFFUSION OF ENTERPRISE INNOVATIONAL ACTIVITY RESULTS
Urgency of the research. The importance of reflexive management research is conditioned by the necessity of enterprise competitiveness insurance in a way of the in-crease of the level information supply and the ability to react to the changes of market juncture and consumers requirements. Target setting. Theoretical insight into the evolution of the notion reflexion and the investigation of the peculiarities of functional model structure of reflexive management are appropriate here. Actual scientific researches and issues analysis. Scientific research by O. V. Avilova, A. V. Burakova, V. M. Hurievska, O. V. Dobrozorova, R. M. Lepa, V. O. Lefevra, V. Ye. Lepskyi, M. V. Malchik, V. H. Marach, M. I. Naydenova, D. O. Novikova, T. Yu. Oharenko, O. I. Pokotilova, O. I. Pushkar, R. A. Rudenskyi, L. N. Serheyeva, H. L. Smolyan, T. A. Taran, T. L. Tomas, A. H. Chkhartishvily, V. M. Shemayev, H. P.Shchedrovytskyi, and others. Uninvestigated parts of general matters defining. Reflexive management of the diffusion of enterprise innovational activity is a rather new direction of scientific research and needs the imperfection of both theoretical basis and practical experience. The research objective. The paper is dedicated to the researching of the notion of reflexive management, structuring and reasoning with the help of matrix games the model of the managerial decisions formulation variants in the reflexive management of the diffusion of the results of enterprise innovational activity and a functional model of reflexive management. The statement of basic materials. The paper considers the advisability of reflexive management of the diffusion of innovational activity results and the structure of the functional model of reflexive management. Conclusions. The method of matrix games can prove the rise of probability of reflexive management insurance of economically reasoned results and define optimal strategies of reflexive management during the interaction with a competitor, consumer (user) of the object of diffusion.