The transition to the postindustrial society, which marks the beginning of the humanity's entry to the information age, which is not based on the mechanical engineering, but on intellectual technology, makes creativity as the main resource of all the scientific and technological processes. Relevance of the article is due to the dynamic changes of the epoch of world socio-cultural development to the new epoch of creativity, where human resource goes out on the qualitatively new level. The aim of the article is to analyze the processes of transformation of production factors and the substantiation of creativity as an imperative for the development of the world economy. The methodological basis of the article is the methods and forms of scientific knowledge adopted in domestic science, such as system approaches, comparative and synthesis methods, methods of abstract logical evaluation, methods of detailing, groupings and generalizations, experts' evaluations. Analysis of the transformation of the factors of production was revealed; creativity was allocated as the new factor of the production and the necessity of its further development was proved. Results: the changes of the productive factors were revealed, the importance of the development of creativity as the new factor of production was proved, the modern theories of creativity were presented.
The fundamental basis of the global changes takes place in the world is the formation of a qualitatively new type of technological structure. Innovations and information begin to play the role of the main productive resource in the modern world, and the existing socioeconomic systems are transformed into the knowledge economy. The relevance of the article is due to the transition from industrial to post-industrial society and the intensive development of information and communication technologies significantly strengthen the role of disruptive technologies in the formation of the world competitive leaders. The main aim of the article is the analysis the role of disruptive technologies that in the period of the development of the knowledge economy play the important role in the formation of the world competitive leaders. The methodological basis of the article is the methods and forms of scientific knowledge adopted in domestic science, such as system approaches, comparative and synthesis methods, methods of abstract logical evaluation, methods of detailing, groupings and generalizations, experts' evaluations. The results: the criteria and the specific characteristics of the disruptive technologies were revealed, the influence of the disruptive technologies on the competitiveness of the national economies was proved, the specific features of the disruptive technologies were presented.
Urgency of the research. Innovations as the key pro-cess of the modern development of the world economy pro-vide intellectualization of all processes of public recreation that are accompanied by the changes of basic trends of economic development and formation of the new global com-petition leaders. It stipulates the becoming of the special competition status of market subjects, where the result of innovation - creative activity is provided by the process of transmission of value and identity of company to the world consumer of global brands. Target setting. The innovative component has become the key source of competitive edges, that allow the entities of the menage form the leading positions on world markets, using the special type of innovative culture, stimulating an innovation and forming potential global brands. Actual scientific researches and issues analyses. The question of the selection of the innovative component of the competitiveness of global brands devoted the works of such well-known scientists, as N. Kаpferer, F. Коtler, D. Bouen, and others. Problems related to the creation of successful brands are highlighted in the works of К. Verk-man, G. Charmenson, A. Filipenko, V. Shevchuk. The research objectives. The objectives of this article is the identification and justification of the role of the innova-tive component in the strategies of the software of the com-petitiveness of the global brands. The statement of basic materials. In the article inves-tigated the processes of the formation of global brands in the context of ensuring their competitiveness on the basis of their innovation potential Conclusions. In the article conclusions are made about the necessity of designing and positioning of innovation brand identity by business entities in order of the software of their global competitiveness and attracting innovative devel-opment resources.
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