Iryna Dolyna

Enterprise innovation activity supposes coordinated technical and business processes of decision-making and its performance required for successful transformation of new product or service from concept to market. The purpose of this study is to develop valuation methods of innovative technology market potential and prospects of their introduction into the production enterprise activity.
In order to achieve this goal, we used brand new evaluation tool, this is technology audit conception, application of which increased significantly the accuracy and reliability of technology market potential evaluation. Clarification of terminological essence of technological audit allowed the authors to discover the content of technology audit components required for the market research and thereupon to develop evaluation mechanism for innovative technology market potential using technology audit. This mechanism is built on structure evaluation table of technology market potential level detection as an object of commercialization. To ensure the efficiency of practical effect of the mechanism proposed, the authors systematized and completed methods of functional analysis and scanning of market environment for the purpose of qualitative comprehensive evaluation and innovative technology market potential forecasting.
Introduction of the proposed evaluation method for technology market potential will result in the improvement of efficiency of enterprise innovation activity due to more rational distribution of available resources and immediate financing of developments with greater market potential.

Type of the article: Research Article

Abstract
The performance-related associations of circular practices may differ because waste recovery, recycled-input use, and circularity-related investment involve distinct costs, investments, and organizational mechanisms. This study examines heterogeneous associations between organizational circularity components and economic performance across 25 industrial enterprises in the Ukrainian operating and European comparison subsamples during 2013–2023. Fixed-effects regressions, decomposition, lagged and subgroup models, a non-imputed subsample, a balanced common-support window, pooled interactions, wild-cluster-bootstrap inference, and Holm adjustment were applied.
The aggregate circularity index shows no statistically significant short-term association with EBITDA margin (β = +0.0222; p = 0.894).
The decomposed components show different coefficient profiles, but formal heterogeneity is sample-sensitive: coefficient equality is not rejected in the full-panel decomposed model (M2) (p = 0.101) but is rejected in the non-imputed model (M3) (p = 0.002). Recycled-input use is predominantly negative and nominally significant in the one-period lag-only (M4) and Ukrainian operating subsample (M6) models, although neither coefficient survives Holm adjustment and the lagged estimate is not reproduced in the combined model. Circularity-related eco-capex is positive in M3 and the European comparison subsample model (M5), where it is supported by unadjusted wild-cluster-bootstrap (p = 0.0198) and Holm-adjusted CR1 inference (p = 0.0273). The country-context interaction block is jointly significant (p = 0.042), with RI × UA as the only individually significant interaction (β = –1.566; p = 0.038).
The findings indicate that aggregate measures may conceal component-specific patterns, but most associations remain sample- or specification-sensitive and should not be interpreted causally. Enterprise assessment should distinguish recovery, material-substitution, and investment-modernization channels.