Crisis Management on the Basis of the Marketing Approach for Development of Innovative Potential of the Organization

Abstract: This article looks at how to maximise productivity in the face of uncertain external situations. External influences in the modern world include financial uncertainty, decreasing earnings, economic constraints in Russia and changing consumer tastes. Hence, a crucial domestic market is important. Businesses on Russia's main path towards economic growth via innovation should keep their heads down for the time being. This provides a summary of the marketing setting, business processes, and effects on the company. Organisational stability may be gauged by looking at external elements, as suggested by the authors. This approach has the potential to reveal additional significant operational difficulties. We also develop a management algorithm for marketing that takes into account the company's current and target levels of stability. Stability in an unstable setting can only be maintained via administrative intervention, especially through the control of organisational innovation. Keywords: Sustainability, Innovation, Management, Marketing, Innovative Economy JEL Classification Number: M2