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Research background: It is substantiated that outdated motivational management in practice hampers the tasks of accelerated innovative development of domestic enterprises. This leads to the destruction of motives for the development of innovations, the spread of poverty among workers, in particular among developers of new ideas and innovations. Purpose of the article: The article is devoted to the problems of modeling the process of motivational regulation of innovative activity of employees at the enterprise. Methods: Our conceptual provisions based on analysis and generalization of data of statistics of economic activity of innovatively active enterprises of Ukraine. Practical experience of personnel management based on motivational management, results of sociological surveys of personnel and involvement of experts’ conclusions the level of economic activity of staff and creativity in work. Findings & Value added: The proposed model of motivational regulation of innovation activity of employees is based on the mandatory identification and consideration of priority factors that enhance the incentive effect of remuneration for the creative component of work, increase innovation activity of staff and enterprises in general, increase its profitability, and competitiveness. The peculiarity of the presented model is its flexibility in the choice of motivational regulators depending on the goals of the enterprise, the presence of a block of choice of motivational priorities in regulating innovation, the possibility of adjusting its effectiveness taking into account the efficiency of innovation in the enterprise and the internal and external environment.

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The production of paint and varnish materials is one of the main sectors of the chemical industry, which is rapidly and dynamically developing in the context of innovative changes. Enterprises of the paint and varnish industry create new jobs using the latest technologies, including digital ones, which can be implemented on a powerful material and technical base. The study examines global trends in the development of paint and varnish industry enterprises and determines prospects for major manufacturers. In the article, the impact of the global economic crisis deepened by the COVID-19 pandemic on the production and consumption of paint and varnish materials is analysed. The pandemic has lowered prices for chemical products, reduced orders for the supply of paint and varnish materials, and considerably increased international competition between manufacturers. Moreover, the study estimates the volumes and substantiates the need for investment in the further technological development of paint and varnish industry enterprises to reduce the energy intensity of production, material consumption of products and ensure their high quality, affordable price, and environmental safety. An internal audit of fixed assets at paint and varnish industry enterprises revealed a substantial deviation in the cost of fixed assets in the financial statements (it can reach 10-14%). Timely and well-founded management decisions on the reproduction and modernisation of fixed assets will provide enterprises with the opportunity to use the latest technological support for the production of quality and environmentally friendly products, increase their economic efficiency and competitiveness.

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