The article given quantitative and qualitative characteristics of the processes of capitalization of economy of Ukraine in the deepening systemic crisis and globalization of the investment market. It is proved about strengthening the necessity of greater influence of marketing on the process of forming costs and finding new sources of value creation in emerging European markets. Attention is focused on ensuring long-term competitive advantages through innovative marketing solutions for commodity and stock markets.
The description of factors that determine the characteristics of the institutional environment is given in the article. The necessity of a more in-depth study of the problems associated with institutionalization of innovation in the context of strengthening the economic security of all market participants and improving management capitalization economy is proved. Attention is focused on strengthening the processes of institutionalization of innovation in terms of exacerbation of systemic crisis in Ukraine.
Based on the cyclical nature of company’s capitalization, the paper proves that the productive capital is of high priority in achieving the strategic goal – the growth of company’s value. The directions for the growth of company’s own capital are determined, and the best of them are identified in terms of organizational constraints in the implementation by the company’s owners and economic expediency.