TY - JOUR

T1 - Culture in the global economy: features of cultural goods on the threshold of a knowledge economy and increasing the country′s competitiveness

AU - Koltsova, Anna

AU - Alpatov, Gennady

AU - Volkova, Anna

PY - 2020/1/10

Y1 - 2020/1/10

N2 - The purpose of the article is to identify and analyze theproblem areas of formation of values of cultural objects and furtherpositioning of the territories in which they are located. Nowadays,approaches to the competitiveness of a market entity operating in theglobal economy have been changing dramatically due to the fact, thatbusiness has increased its role in a post-industrial society. The importanceof marketing, especially in the field of culture, is considerably enhanced bythe dominance of imperceptible assets inherent in the knowledge economy.However, the use of marketing involves taking into account the specifics ofcultural practices. These practices manifest themselves at the level ofunderstanding the nature of the cultural product as well as at pricing,promotion methods and mechanisms of distribution of cultural products totarget consumer markets. The article uses the methodology ofbreakthrough positioning based on modified Cagan–Vogel maps andshows that since the culture is the “sphere of presence” of public interest,art objects cause growing competitiveness of territories where they areexhibited. The article substantiates the need for state participation inpromoting cultural goods.

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

KW - ART

U2 - 10.1051/shsconf/20207401015

DO - 10.1051/shsconf/20207401015

M3 - Conference article

VL - 74

JO - SHS Web of Conferences

JF - SHS Web of Conferences

SN - 2261-2424

M1 - 01015

Y2 - 7 October 2019 through 9 October 2019

ER -