Management of Innovative Activities in the Conditions of the Information Society Neuroeconomic Aspect

This article examines the neuroeconomic aspect of innovative activity in the scope of global factors affecting the world economy. The megatrend of recent decades is digitalisation and globalisation, which have contributed to the formation and spread of the information society. The purpose of the article is to study neuroeconomic approaches to managing innovative activities in the conditions of information society. A wide range of globalisation's impact on states leads to their closer interaction. Supporters of globalisation emphasise the positive effects of its action, but critics see negative consequences for national economies and local producers. Thus, although the issue of globalisation is not new, there are still antagonistic opinions about its impact on society and the economy. The transition to digitalisation, imbalances and inequalities, as well as other previously existing global trends and problems have been exposed by the Covid-19 pandemic sway. Synchronically, as a great threat, the pandemic revealed the need for global cooperation. It has been established that the positive impact of the globalisation of the world economy is manifested in the openness of markets, which sharpens competition and encourages entrepreneurs to develop innovative activities. The neuroeconomic approach to decision-making makes it possible to respond adequately to the prevailing conditions. In order to rationally manage innovative activities, it is necessary to single out the stages of genesis and formation of the concept, the process of its execution and the realisation of the innovation, at each of which one of the most important factors of effectiveness is the system of decisions made by managers.