The article discusses the existing areas of company activity, ensuring the preservation of a market niche and the possibility of creating new markets. The key of these areas is the stimulation of innovative activity of companies through the intensive development of innovative potential and the use of modern digital technologies in the processes of organization management and the creation of new types of products. The authors apply modern innovative solutions to the issue of production of modern products, such as robotics and software products, which can adapt to personalized needs in the conditions of their continuous transformation. Also, the authors focus on the reasons why the production of promising products (i.e. ahead of competitors’ products in terms of their technical and economic characteristics) is an actual area of activity for these enterprises.