RISK MANAGEMENT AS AN ELEMENT OF FINANCIAL STIMULATION OF AN INNOVATIVE MARKETING PROJECT IN PRODUCTION AND SERVICES
The article substantiates the need for risk management as an element of financial incentives and the role of an innovative marketing project in production and services, examines the theoretical foundations of its economic management. A grouping of risks of an innovative marketing project for production and services is proposed, a model of objective marketing decisions, functions and goals of an innovative marketing project in the conditions of digitalization are shown. It is recommended to accept that the effectiveness of the project is ensured by the total effectiveness of its functions and is transformed into financial and economic results of activities.