THE GROWTH OF RESOURCE POTENTIAL AND INNOVATION MANAGEMENT AS A BASIS OF CREATING THE INVESTMENT STRATEGY OF RECESSION-PROOF DEVELOPMENT
The main factors have been reviewed contributing to maintenance of companies in modern economic conditions, as to prevent their bankruptcy and ensure the crisis resilience of investment activity. It is grounded that the creation of crisis resilience mechanism will make it possible to ensure the sustainable investment activity, taking account of changes in external environment and the specific movement of capital investments. Since the instability of company activity can lead to its collapse, loss of control and other negative consequences, the article shows the necessity for improving the system of strategic planning in the main areas of corporate investment activity. It demonstrates the dependence of the investment strategy goals and the types of emerging problems upon the life-cycle stage of the company. The crucial role of innovations for ensuring the sustainable development of companies has been revealed. It is proved that the study and promotion of innovations are the basis of successful business development. The firms, whose development priority is innovation-based modernization of the main industrial stocks, are more successful and occupy key positions in the market. Consequently, special attention must be paid to investment support of innovations, since their implementation is the basis of the development strategy