The purpose of this study is to identify the key factors affecting the competitiveness of companies producing innovative in general and robotic products in particular. The article also analyzes the features of business strategies for promoting products in the high-tech market. The methodology of the study included the application of the Delphi method. 35 companies participated in the study. As a result of the study, quantitative estimates were obtained (in percentage terms) regarding the main characteristics that affect the competitiveness of innovative products and, as a result, the success of their promotion. The main reasons that have a negative impact on the activities of these companies were also identified.

To date, digitalization is an inevitable companion of social development, which causes the emergence of various tools for its implementation. The process of diffusion of this phenomenon into all spheres of life, including management, is dynamic. Due to the increasing need of management in the use of digital tools, the question of the formation of modern managers' competencies corresponding to changing conditions is extremely acute. The process of digitalization of the economy is a challenge for education, and universities, according to the authors of the article, should respond to it by forming new competencies not only for information and communication technology specialists, but also for future managers. This process should be carried out in cooperation between universities – represented by teachers, scientists and students, industry and markets - represented by experts from among managers. Students of management specialties need to master both information retrieval and system-algorithmic thinking, and even imagine the possibilities of specific programming languages. The hypothesis of the study, which consists in the fact that managers of the future are quite definitely aware of the need to master competencies in the field of information technology, is confirmed by the results obtained, which are detailed and visualized. Moreover, the study showed that some respondents already have specific knowledge in this area and their own experience in using complex information and communication tools. The "digital" knowledge, skills and abilities identified in the course of working with experts and students, which are necessary for managers of the future in addition to typical managerial ones, are summarized in the form of competencies.