MULTI‑STAKEHOLDER VALUE PROPOSITIONS IN PLANNING THE INNOVATIVE BEHAVIOUR OF AN ENTERPRISE WITHIN THE CONTEXT OF INTERNATIONAL ECONOMIC RELATIONS

<jats:p>The article examines the issues of strategic and tactical planning of an enterprise’s innovative behaviour, emphasising the harmonisation of stakeholder interests and the alignment of their positions as a key condition for supporting and effectively implementing innovative solutions. Coordinated strategic boundaries and priorities form the conceptual foundation of innovative behaviour, oriented towards balancing the interests of key stakeholders and shaping an appropriate pattern of innovative actions undertaken by the enterprise within the context of international economic relations. The study structures the processes of planning innovative behaviour by generalising and systematising the groups of alpha , beta and omega stakeholders, which reflect different levels of power, access to resources and influence on strategic decision making in an international environment. Their interests are defined as the conceptual basis of an integrated multi stakeholder value proposition (MSVPD). The needs, demands and expectations of the key stakeholder groups constitute the initial requirements for forming an innovative value proposition. Considering the differentiated roles of stakeholders in shaping the enterprise’s innovative value, roles that determine their specific needs, demands and expectation, the integrated MSVPD model reflects the logic of value creation: from problem identification and solution development to the generation of benefits and the attainment of value by each stakeholder group. The study applies the MSVPD framework in combination with Grey Wolf Optimization to support the prioritisation of stakeholder requirements and optimise decision pathways. Generalisation and abstraction techniques were used to classify stakeholder groups and to formalise the structural logic of innovative value creation. The research identifies how harmonising stakeholder interests enhances the strategic and tactical planning of an enterprise’s innovative behaviour, demonstrating that coordinated priorities form a conceptual basis for balanced and effective innovation actions. It also develops an integrated MSVPD model that systematises alpha , beta and omega stakeholder roles and traces the full logic of value creation: from problem identification to the generation of benefits for each stakeholder group in an international environment.</jats:p>