Эволюция научных подходов к кластеризации субъектов мирового хозяйства Международная хозяйственная практика подтверждает, что применение кластеризации как подхода к совершенствованию и развитию национальных инновационных систем получило широкое распространение в экономиках как развитых, так и крупных развивающихся стран. В современных условиях, когда механизмы государственной поддержки инновационного предпринимательства в зарубежных странах претерпевают существенные изменения, изменяются научные и практические подходы к кластеризации, дальнейшей организации и развитию кластеров. В настоящей статье проанализирована эволюция научных взглядов на проблемы кластеризации в современной мировой экономике.

Recently, there has been an increase in the number of companies seeking to create digital platforms. Developing and investing in their own original content has opened up the opportunity for Russian services and companies to promote it on foreign platforms, gaining access to new markets and increasing attractiveness for potential foreign investors. The cultural content transmission works on the principle of streaming, which continuously delivers individualised information to the user via the Internet. Domestic OTT services, unlike TV channels, have not yet decided on their positioning. Platforms do not focus on individual segments, but on a variety of content that has a potential viewer. This strategy is aimed at attracting the maximum number of new subscribers. The emergence of streaming services has brought with it new opportunities for producers from various countries. In order to effectively promote audiovisual content, the authors justified and selected criteria for conducting a comparative analysis of mechanisms for promoting audiovisual works on foreign OTT services so that the company could choose the most appropriate one for itself.

The purpose of this study is to study the possibilities of applying the turquoise type organization model in creative industries, where there is a need for constant staff development to achieve maximum results. When analyzing the turquoise organization model, a number of factors should be taken into account, on which it relies, and also choose from a number of them those that really have a significant impact on the formation of the turquoise approach in creative industries. At a certain stage, from a non-standard creative management model, one way or another, it is necessary to return to traditional management methods while maintaining the basic principles of the turquoise organization, which can be considered as a standard. The introduction of such tools into the creative team/process management system qualitatively improves the mechanism of managerial decision-making, and also allows it to be debugged through unidirectional actions of both managers and the entire creative team. To implement the task of standardization, a universal model of quantitative assessment of qualitative indicators was developed, taking into account the dynamics of their changes. At the same time, a model was built for selecting indicators for the formation of a set of personnel characteristics in order to benchmark them relative to the level of the same characteristics of the turquoise organization, taking into account the possibility of their transversal change over time.

The article discusses the possibility of solving the problem of the identity crisis, which is characteristic of a person in a modern fast-changing society, by gently controlling the individual's identities by creating cultural perception matrices that reflect the existence of identities in the individual's mind, followed by ontologization of subject areas representing identities, and searching for common ones for different identities of concepts with a positive connotation.

Since the dawn of the digital world, people have been exploring ways to convert physical products into digital ones. At the moment there are few studies on the development and monetization of digital content. A problematic issue is the search for the most effective implementation of content on the distribution platform in order to obtain maximum economic benefits from it, provided that the main way to attract the target audience is through a social nerwork. This research is of a scientific and practical nature and aims to study the most effective ways to implement digital content, search for optimal management methods on the distribution platform, as well as study and analyze all the nuances of working on the Gumroad platform. Based on the developed criteria and the study of the possibilities of digital platforms, it was decided to manage the implementation of digital art content on this platform. Using the example of the presented project, the process of implementing digital art content from the first sales to stable income was considered. The target audience, its needs and features are considered and studied, as well as the most effective channels of implementation are analyzed. The features that affect demand are identified and analyzed.