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

Abstract

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.