The Formation of the Effective Policy of Sustainable Development Via Prediction of The

THE FORMATION OF THE EFFECTIVE POLICY OF SUSTAINABLE DEVELOPMENT VIA PREDICTION OF THE ENTERPRISE AND MARKET REACTION

Olga Prokopenko Sumy State Univercity, Sumy, Ukraine

To secure the sustainable development every state must form up and implement such a policy that could ensure simultaneous economic, ecological and social development of a society. Ensuring of sustainable development must be based on the state stimulation to implement innovations that are effective by these three components. Meanwhile the instrumental system of the state and regional stimulation of innovation implementation must be formed in such a way that the increasing effectiveness value of costs invested by an enterprise in a reasonable direction of innovative activity (using the methods of positive motivation) would considerably exceed the lowering effectiveness value of their investments in an unsuitable direction (using the methods of negative motivation) after its use. As a result it would raise the total socio-ecologic-economic effect of the innovative activity. Such an instrumental system of stimulation would be characterized by the increase of investment volume into innovations that secure the sustainable development. The factors of the reverse impact, improvement of ecological, social and economic components of society’s welfare and market factors influence the effectiveness of stimulation policy concerning the implementation of such innovations by enterprises. To form up an optimal stimulation instruments of innovation implementation it is suggested to use social-ecological- economic effectiveness rate, concretized by results and expenses of innovation implementation. The concretization of constituent results and expenses on state stimulation of innovation implementation, necessary for sustainable development, showed that for their estimation it is badly needed to predict reaction of market and innovative process subjects to stimulation means. There was revealed the difference of modern tendencies from classical views concerning consumer distribution by motivational force to consume innovations. It was revealed that the consumers with different motivational force of behavior orientation on sustainable development have different sense of usefulness of corresponding innovations. For instance, with normal extra charges the majority of population is ready to buy innovations, the consumption of which does not affect their health. But they are not ready to pay for the production, the consumption, manufacture and utilization of which does not affect the environment. It was suggested to distinguish the rational consumer choice, by which the product’s usefulness and quality are changed in consumer’s conception by the mass media. Their maximal relation to product’s price or consumer expenses point at the new products of the highest consumer appeal. Other investigations of consumer behavior were conducted. They allow to improve the prediction of innovation implementation effectiveness by enterprises and effectiveness of state stimulation of their implementation. There was revealed the lead of development of social (state and regional) effectiveness of innovation implementation, aimed at achievement of sustainable development, in comparison with the implementation effectiveness of such innovations from a position of a concrete enterprise. It determines the reasonability of state and regional stimulation of enterprises to implement innovations. The growing tendencies of the revealed lead depending on the concepts of sustainable development and ecodestructive influence level point at increasing role of regional and state stimulation of sustainable development. It was proposed to determine the reasonability of further social expenses on stimulation and further expenses of an enterprise on innovation implementation at every level of outer stimulation via the criterion of the boundary socio-ecologic- economic effect. The proposed paradigm of formation of sustainable development policy will allow to maximize economic, social and ecological effects obtained by a society under equal starting conditions and expenses on state management. The obtained results permit to determine the most effective regulation methods of social development and to form up the effective instruments to stimulate innovative activity of each sphere of the state economic activity. Key words: sustainable development, effectiveness, implementation of innovations.