DETERMINANTS OF COUNTRIES’ COMPETITIVENESS IN THE GLOBAL MARKET OF CREATIVE INDUSTRIES

The relevance of the study is determined by the growing role of creative industries in the global economy, the intensification of international competition, and the need to identify the factors that determine the sustainability of countries’ competitive positions in the world market. The purpose of the article is to identify and systematize the key determinants of countries’ competitiveness in the global market of creative industries and to substantiate a conceptual model of their interaction in the process of formation, realization, and reproduction of export competitive advantages. The methodological basis of the research consists of the systemic and structural-functional approaches, the methods of analysis and synthesis, induction and deduction, comparison, classification and generalization, as well as statistical analysis. Their combination ensured a consistent study of the preconditions of international competitiveness, the identification of interrelations among individual groups of factors, and the determination of their role in the formation of countries’ competitive positions. The application of the specified methodological toolkit made it possible to consider competitiveness as a multidimensional characteristic formed under the influence of a set of interrelated conditions. As a result of the research, a system of determinants of countries’ competitiveness in the field of creative industries has been formed, and their grouping according to functional characteristics has been substantiated. The interdependence of resource, innovation-technological, digital, institutional, and foreign economic factors has been established, and their significance for the formation of international competitive advantages has been revealed. The expediency of a comprehensive approach to assessing countries’ competitive positions has been substantiated, whereby their performance is determined by the synergistic interaction of a set of determinants that influence the possibilities of creation, commercialization, and international dissemination of a creative product. A conceptual model of the formation of competitive advantages has been proposed, which reflects the transition from resource capabilities to the results of international activity and takes into account the mechanisms of further reproduction of the formed advantages. This approach makes it possible to reveal the mechanisms for ensuring the sustainability of countries’ competitive positions under the conditions of transformation of the global creative market. The practical value of the article lies in the possibility of using the obtained results to substantiate the directions of state policy for the development of creative industries, to determine priorities for enhancing international competitiveness, and to improve the mechanisms of support for the entities of the creative economy.