MARKET TRANSFORMATION AND FORMATION OF COMPETITIVE ADVANTAGES IN THE SOCIO-CULTURAL SPHERE

The article considers modern tendencies and strategies of the socio-cultural sphere development with the emphasis on introduction of innovative approaches and creation of competitive advantages. The authors analyze the structure of modern socio-cultural sphere market, including the main components according to the All-Russian classifier of type of activities focusing on the distinctive fea-tures and product specific nature in this area. It is concluded that modern mar-ket in the socio-cultural sphere is formed due to a flexible response to the changes in the social and cultural environment as well as through the introduc-tion of various innovative approaches and technologies.