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The purpose of the article is to identify and analyze the problem areas of formation of values of cultural objects and further positioning of the territories in which they are located. Nowadays, approaches to the competitiveness of a market entity operating in the global economy have been changing dramatically due to the fact, that business has increased its role in a post-industrial society. The importance of marketing, especially in the field of culture, is considerably enhanced by the dominance of imperceptible assets inherent in the knowledge economy. However, the use of marketing involves taking into account the specifics of cultural practices. These practices manifest themselves at the level of understanding the nature of the cultural product as well as at pricing, promotion methods and mechanisms of distribution of cultural products to target consumer markets. The article uses the methodology of breakthrough positioning based on modified Cagan–Vogel maps and shows that since the culture is the “sphere of presence” of public interest, art objects cause growing competitiveness of territories where they are exhibited. The article substantiates the need for state participation in promoting cultural goods.

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This article is devoted to the issue of promoting strong local cultural brands in the art market by means of additional education programs. Globalization, increased competition in the global market, high economic and political risks, and development and implementation of strong cultural brands strategy provide opportunities to improve global competitiveness of local destinations. However, the art market in Russia is underdeveloped. Thus, it requires additional education programs. Social marketing education programs, aimed at the promotion and development of the Russian art market, are in fact being implemented. According to foreign examples, the development of the art market (in terms of image) is worthwhile for the state. However, the lack of information and understanding about the transactions in the art market contribute to a low economic level of investment in this area in Russia. Therefore, we cannot significantly influence the cultural brand of the territory. The authors offer a model for positioning additional education programs to break through in the art market, which can help to identify effective promotion strategies and significantly improve the effect of state support for such programs. This model can help local decisionmakers avoid the high risks that come with implementing additional education programs. The authors of the work studied the positioning of additional education programs in the framework of the art market based on a modified Cagan-Vogel matrix. In addition, typical examples of programs from various areas are

The authors of the article aimed to study institutional designs for implementing digital public governance in the context of the problem of state governance. It was revealed that digital designs act as ways to ensure the implementation of the rules laid down in the system. They are focused on the development of communication skills, on preventing or minimizing conflicts in public policy, but do not exclude the risks of developing dysfunctions and serious contradictions. The article presents the results of a comparative study of the digitalization policy of European leaders in this area, Estonia and Germany, where there is a tendency to “slow down” innovations: uneven implementation of digital technologies in business and public governance, a wary attitude of citizens, a stable number of political and cultural attitudes and a focus more on regulation rather than coordination in Internet management. Contradictions between the network, procedural and cognitive components of digital public governance implementation designs appear. The authors believe that the gap with practically implemented technologies increases due to the existence of organizational and institutional barriers that need to be overcome in various ways (process, cognitive, etc.). Organizational barriers can be removed directly by state managers, while institutional barriers are the subject of policy initiatives. The novelty of the study lies in the recognition of the mobilization effect of “coercive digitalization”. In the context of the pandemic, this mobilization was based on stable (stereotypical) interaction practices. According to the authors, as the forms of cooperation deepen, mutual long-term obligations become the main requirement and the state should create incentives for it. This is what prompts the demand for mutual responsibility of the digitalization “apostles”, users and the state.