Creative business as a driver of value-added value chains in the modern economy

Abstract

The aim of the article is to substantiate the role of creative business as a key driver of the formation and transformation of value chains in the context of digitalization, globalization and the development of the knowledge economy. The study uses the methods of system analysis, generalization, structural-functional approach and comparative analysis to identify patterns of displacement of value creation centers in modern economic systems. As a result of the study, it was found that in the modern economy the main share of added value is formed not at the stages of material production, but in the sphere of intangible assets, in particular in the processes of idea generation, product design, branding, marketing communication, intellectual property management and digital distribution. The key mechanisms of the influence of creative business on the structure of value chains are identified, and the factors of its effectiveness are systematized, including intellectual resources, the level of digital maturity, organizational flexibility, marketing competencies and the development of creative communities. It is substantiated that creative business performs an integration function, combining technological, innovative and socio-communication components of economic development, ensuring the scaling of added value and reducing transaction costs.

The scientific novelty lies in the definition of creative business as a system-forming element of modern value chains, which ensures the concentration of economic value on intangible assets and the formation of long-term competitive advantages.

It is concluded that the development of creative business is an important prerequisite for the structural modernization of the economy, increasing its adaptability to global challenges and the formation of highly profitable production segments. Prospects for further research lie in deepening methodological approaches to assessing the contribution of creative business to the formation of added value, developing quantitative models for measuring the effectiveness of creative competencies at different stages of value chains, as well as in studying the mechanisms for integrating Ukrainian enterprises into global creative value chains in the context of digital transformation and European integration.