Keywords: Business Planning, Digital Asset Management, Discovery-driven Planning


The purpose of this article is to identify the latest trends in business planning. In order to achieve the defined goal, the research envisages solving the following tasks: providing a description of the traditional, classical approach to business planning; definition of modern trends in entrepreneurial activity and highlighting ways of adapting the business planning system to new challenges. business planning in the context of a traditional approach loses its effectiveness in the face of a changing business environment and new social trends. Transnational companies, companies with a complex subordinate structure should take into account the existence of a relationship between the processes of business planning and the coordination of the activities of divisions, including not only of a hierarchical nature, but also in the horizontal plane. Interaction between units outside the hierarchy takes place according to the "facilitation" pattern. Digitization has added a new DAM digital asset management strategy to the strategic planning of global enterprises, which allows you to avoid pitfalls in the joint use of a digital asset by structural divisions of the enterprise. Each company that chooses a DAM strategy for itself within the business plan should evaluate the future benefits according to three vectors: efficiency; avoiding unnecessary expenses; additional income. The traditional approach in business planning is suitable for the implementation of projects in a predictable environment, at the same time, for the launch of startups, where the plan is based on numerous assumptions, for now, discovery-driven planning is best. Prospects for further research on the topic of this article are related to the assessment of qualitative and quantitative parameters of the effectiveness of business planning in Ukraine.


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Author Biographies

Svitlana Babych, V.N. Karazin Kharkiv National University, 4, Svobody Sq., Kharkiv, 61022, Ukraine

PhD (Economics), Associate Professor

Dmytro Babych, V.N. Karazin Kharkiv National University, 4, Svobody Sq., Kharkiv, 61022, Ukraine

D.Sc. (Economics), Professor


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How to Cite
Babych, S., & Babych, D. (2023). INNOVATIONS OF BUSINESS PLANNING IN THE MARKET ECONOMIC SYSTEM. Social Economics, (65), 67-74.