TRANSFORMATION OF INTELLECTUAL PRODUCT PROMOTION MECHANISMS IN THE MODERN ECONOMY

Abstract

The relevance of the issue of perception of the essence of an intellectual product, the possibility of identifying it among other tangible or intangible «creatures» determines the transformation of the mechanisms for promoting intellectual products and identifying it in the economic environment. The purpose of the article is to analyze the transformation of intellectual product promotion mechanisms in the modern economy against the background of digitalization of both the product itself and its promotion channels. The research objectives included studying the perception by the target audience of the essence of an intellectual product, determining its characteristics against the background of other economic products and factors influencing the transformation of the promotion of an intellectual product to its consumers. We have proved that the digitalization of an intelligent product affects its qualitative and physical characteristics, as well as the choice of goals and promotion channels. Comparative analysis tools, cases on the introduction and promotion of intelligent products, content monitoring in social networks of regional companies, SWOT analysis of the market situation in the region were used, which made it possible to accurately and objectively determine the essential characteristics of an intelligent product, its perception by representatives of the market and the target audience.  The concept of an "intellectual product" is formulated, based on the assertion of the impermanence of the value of this product in market conditions, in the minds of its creators and consumers. The factors influencing the transformation of intellectual product promotion mechanisms in the modern economy of the region are highlighted. The approaches for the effective promotion of an intellectual product in the modern market conditions of the region are proposed, where this product is based on the commercialization of the relationship between its creator and the “consumer”. The results of the study will be reflected in the educational process in the profile disciplines of the author of the article.

Keywords: intellectual product, promotion mechanisms, regional market, transformation factors

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About the Author

Anna G. Bezpalova – Cand. Sci. (Economics), Docent; Associate Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: bezpalova@yandex.ru. SPIN РИНЦ 1169-6659. ORCID 0000-0001-8649-0167. Scopus Author ID 57211468914

For citation: Bezpalova A.G. Transformation of Intellectual Product Promotion Mechanisms in the Modern Economy // BENEFICIUM. 2025. Vol. 4(57). Pp. 46-53. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.4(57).46-53