Game Strategies for Business Integration in the Digital Economy: Volume 27

The chapter aims to consider current approaches to brand management and brand value assessment with substantive analysis of the positions of Russian and foreign scientists.

Considering the numerous definitions outlined in scientific and educational literature, the author's definition of the term ‘brand’ is given; the history of development and current approaches to the definition and identification of the role and importance of branding in large international and domestic companies are analysed; attention is focused on the features and stages of branding in companies. Particular attention is paid to the essence and relationship of strategic company management and brand valuation.

The authors reveal proactive branding as a transition from unbranded goods to consumer loyalty. A matrix of brand strategies is drawn up. Professional marketing standards for entrepreneurs are systematised. The management of the brand's life cycle in the matrix ‘profitability – the cost of the brand’ is proposed.

The authors define prospects and provide recommendations for improving the practice of brand management and brand value assessment, making it possible to increase the effectiveness of strategic marketing business management.

The purpose of this research is to substantiate the processes of implementing the electronic forms of business integration under the conditions of digital transformation by market players.

The methods used in this research include cooperative game theory, systemic analysis and statistical analysis.

This research presents the substantiation of the processes of implementing the electronic forms of business integration under the conditions of digital transformation by market players. The proprietary methodology of evaluation of the set problems includes three procedures: analysis of the electronic forms of business integration that are used in the digital economy in the world, which envisages their systematisation; evaluation of the effectiveness of implementing the processes of business integration with the use of such forms and their forecast estimation under the condition of individual development of the market environment's players, as well as determination of advantages; and development of the practical implications for managing the electronic forms of business integration for the national companies of developing countries (with forecasting based on the cooperative game theory). The modern electronic forms of business integration include electronic cash (e-cash), electronic data interchange, electronic banking (e-banking), electronic marketing (e-marketing), electronic insurance (e-insurance) and electronic trade (e-trade). Analysis of the effectiveness of implementing the processes of business integration with the use of the electronic forms is performed based on electronic trade, which is used under the conditions of the functioning of digital trade platforms (Internet stores). Such digital trade platforms, as the forms of business strategies, are Amazon and eBay Inc. These two American companies were selected because the United States has the leading position in this sphere. The comparative analysis showed the advantages of participation of players in partnership with the use of electronic trade within two digital platforms, connected to cost saving on advertising and organisation of trade. The practical implications of implementing the electronic forms of business integration for the national companies of developing countries are also presented; they are formed based on the practice of implementing the advantages revealed in the activities of the digital trade platforms Amazon and eBay Inc.

The originality and value of this research are due to the further development of provisions on the specifics of the process of implementing the electronic forms of business integration under the conditions of digital transformation by market players.

The world's energy markets remain uncertain, with no accurate, optimistic forecasts. The authors of the research note that the energy crisis has a cumulative effect; its beginning has changed the rules of energy cooperation in the market. This contributed to increased demand, prices and competition. The European Union (EU) is a major market participant whose policies affect all energy connections. Russia is an energy core that offers its energy sources to balance the market. This is the economy; there is no talk of ‘political pressure.’ As a result, the authors conclude that the project ‘Nord Stream-2’ is not a political project but a purely commercial one, which will help reduce even spot prices in the European gas market because all other countries that extract gas cannot meet the growing energy needs of European countries.

The chapter discusses global trends in the world oil and gas sector and their impact on the Russian hydrocarbon market. The key short-term risks for the Russian Federation are the following: the high dependence of the industry on the equipment of foreign suppliers and oilfield service companies. Possible threats associated with these factors may materialise against the backdrop of the geopolitical crisis of early 2022. Long-term trends include a global green transition with a peak in hydrocarbon consumption in 2030–2040 and a phase-out of oil and gas as a primary energy source. Simultaneously, the given industry is going to face gradual metamorphosis in terms of the types of wells being developed, which might require more science-intensive and high-tech approaches.

This research is devoted to studying the dynamics of the commodity structure of the world edible oils market in 2001–2021, with subsequent identification of the role and importance of export deliveries of Russian products in the formation of global mechanisms of supply and demand in the segment.

In the process of writing the chapter, the author used functional and mathematical analysis, statistical and computational-constructive methods, and customs statistics data from reputable international organisations and national statistical bodies. Comparing the obtained results with relevant scientific studies provides a high level of reliability of the results of this research.

Russia is currently the world's second-largest sunflower oil producer. In the near future, the country has significant potential to become the largest supplier of this product, which can significantly contribute to stabilising supply in the global edible oil market.

Based on the analysis of the dynamics of change in the statistics, it is substantiated that as a result of the implementation of a balanced state policy, in two decades, Russia managed to overcome a large-scale crisis in agro-industrial production, significantly reduced its dependence on imports of oil and fat products and is currently one of the world's leading producers of sunflower oil, which allows it to play an important role in shaping supply on the world market of oil and fat products.

The study carried out in the chapter aims to determine trade drivers that can successfully intensify mutual trade in products of mineral origin between members of the Eurasian Economic Union (EAEU). The authors applied the methods of correlation and comparative analysis to identify the main ways to increase foreign trade flows between integration countries under the conditions of foreign trade barriers. After using the analysis of the correlation relationship between the mutual foreign trade turnover of the EAEU countries, covering the commodity group “mineral products”, and other main statistical indicators, the authors identified the main drivers of mutual trade in mineral products. Among such methods of enhancing mutual merchandise trade are GDP growth, strengthening of revealed comparative advantages, cargo tracking mechanisms, the quality of logistics services and the level of organisation of international shipments. Transport infrastructure, timeliness of delivery and the share of domestic R&D expenditures in GDP have a less positive impact on the mutual trade of integration countries, while geographical distance and customs checks, on the contrary, have a negative impact on trade flows. The obtained results of the analytical work can help to form guidelines on which the Eurasian integration community needs to rely to achieve unhindered mutual foreign trade activities.

The chapter aims to investigate the impact of the COVID-19 pandemic and crisis on the implementation of the game market strategy of clustering business structures. The chapter contributes to the literature by clarifying the concept of economic clustering from the perspectives of game theory and stakeholder theory in the COVID-19 pandemic and crisis. The scientific novelty and originality of the research results are that they revealed differences in the effectiveness of the game strategy of clustering business structures, first, between developed and developing countries and, second, between conditions of stability and conditions of crisis. The theoretical significance of the results and conclusions is that they opened a new perspective on the clustering of business structures – from the perspective of game theory (as a game strategy in its alternativity with the strategy of individual business presence in the market) and from the perspective of stakeholder theory (as a market strategy, the effectiveness of which is evaluated for all stakeholders). The practical significance of the research lies in the fact that it allows rationalising the decision-making on the implementation of the game strategy of clustering business structures in the context of the COVID-19 pandemic and crisis, considering the peculiarities of developed and developing countries. The authors provide their recommendations for each category of country.

This research is to determine scenarios and perspectives for improving the cluster strategy of business integration in the post-COVID-19 era with the help of the methodology of the game theory.

The methodology of this research includes the complex method, statistical method, correlation analysis and the game theory of decision-making.

Based on the analysis of scientific approaches, we formulate the authors' treatment of the essence of the notion of clustering, which characteristics are evaluated in this work. In this treatment, we distinguish factors that influence the development of clustering of business structures of the state, which level is assessed within the analysis. The components of the competitiveness of business structures are among such factors. Cluster structures of certain countries successfully functioned during the COVID-19 pandemic, using effective strategies created independently (United States) and based on the strategies of non-market regulation (China).

The scientific novelty of this research consists in the identification of the types and characteristics of the strategies of clustering of business structures formed during the COVID-19 and post-COVID-19 eras.

To discover the key elements of the use of the mechanism of public–private partnership for sustainable development, which are studied using the game approach.

Employed methods were as follows: trends method, regression analysis method, and game situation analysis method.

We discovered the key elements of the use of the mechanism of public–private partnership for sustainable development and determined the trends of the dependence of the sustainable development level on the mechanism of a public–private partnership at the level of countries that are leaders in this form of interaction (Denmark, Netherlands, Singapore, China, Switzerland and Finland). We reveal a positive dependence of the influence with China in 2017–2018 and with Finland in 2020–2021. The characteristics and strategies of implementing public–private partnerships are determined, and the spheres of influence of this form of interaction within the indicator of sustainable development are distinguished. We evaluate the perspectives of sustainable development under the influence of the public–private partnership mechanism. Based on the analysis results, it has been revealed that achievement of direct relation between the improved indicator of implementing the public–private partnership mechanisms and sustainable development could be realised within the orientation towards the effective strategic management of the interaction.

The scientific novelty of this research consists in the development of the theoretical and practical specifics of the use of the public–private partnership mechanism for sustainable development which determined using the game approach.

The ESG (Environmental, Social, Governance) agenda is complex and requires the formation of a new multi-knowledge core through a consistent and phased formation of professional competencies (ESG competencies). There is currently no established academic education in the field of sustainable development. The proposed model of the new education ecosystem for sustainable development of the region using additive technologies will provide external interoperability to the organisations participating in the ecosystem. Building a transparent relationship between the industrial and production sector of the region and educational organisations in the information environment will ensure the continuity of competencies at all levels of education and allow a rapid response to external and internal challenges of climate change and sustainable development of the region. The primary purpose of our research is to model the processes of the education ecosystem of the region, considering the needs of the labour market in a global transformation of key industries in the implementation of ESG principles using additive technologies. To achieve the research goal, the authors apply general scientific approaches, including logical, statistical, analytical, and economic-mathematical modelling and process approach. The developed process model reflects the leading role of the university in the management system of sustainable development of the region and is the basis for the formation of the managed information environment. It is proposed to integrate the industrial and production sector with educational organisations through a geoinformation system, which will ensure flexibility and continuity of training in relevant market-demanded ESG competencies and provide an opportunity to use the scientific potential of students and graduate students to form sustainable development of the region. Information and educational environment will unite all stakeholders in a single system to achieve sustainable development goals.

The goal of this work is to determine the nature and potential of the impact of the development of strategic alliances on the achievement of the key Sustainable Development Goals (SDGs) of the states.

The study is involved with the use of the universalisation method, statistical analysis method, trend-based method, simulation-based game approach and correlation analysis method. The values of estimated indicators have been determined through the use of these global rankings, identifying their level between 2018 and 2021 in the countries which rank among the leading countries in the field of development of strategic alliances (Malta, Canada, Sweden and Israel).

It has been established that sustainable economic development of strategic alliances scarcely ever has a positive impact on the achievement of the SDGs of the states. It has been established that such interaction is possible if these business entities observe certain terms ensuring the necessary development parameters of components of sustainable development. Conditions of the achievement of effect from the impact of business associations of these goals have been identified empirically.

It has been proven that such business associations as strategic alliances due to the range of their activity and the potential associated with it can act as economic institutions that complement the functions of the state towards the achievement of sustainable development milestones.

The academic novelty of this research is that it substantiates the potential to secure the impact of strategic alliances on the achievement of certain SDGs associated with the observance of certain organisational and economic conditions of strategic management.

The purpose of this work consists in formulating the game strategy of business integration in special economic zones and its advantages for the sustainable development of regions of Russia.

The following methods are used in this work: comparative analysis, statistical method and the game method of business simulation.

The game strategy of business integration in special economic zones and its advantages for the sustainable development of regions of Russia are formulated. The government's requirements (within investing) and benefits in the context of taxation of income and property of the subjects of the economy and citizens, which exist within special economic zones of the Russian Federation, are analysed. The case advantages of activity (draft formulas of development) of the subjects of the economy within special economic zones of the Russian Federation are described compared to their possible individual development. The effects of implementing special economic zones, which are characteristic of the regions of their location, are revealed. A perspective formula for the development of participating enterprises of a special economic zone of the industrial type is formulated, and the directions for the optimisation of socio-economic and ecological development for a depressive region are given.

The novel aspect of this research consists in determining the specific features of the game strategy of business integration in special economic zones and its advantages for the sustainable development of regions of Russia.

This chapter explores the transformation and interrelation of the concepts of ‘competition’ and ‘competitiveness’. This analysis enables us to substantiate the elements of national economic competitiveness and, subsequently, build strategies to increase the competitiveness of economic agents in world markets.

The authors use systemic, historical, adaptive and synergetic methods. Moreover, the authors apply structural and functional analysis, empirical generalisation and grouping. The research object is the transformation of the concept of competition.

Under the conditions of digitisation, geopolitical aggravation, geo-economic factors, and more general scientific and technological progress, competition becomes a dynamic process and transforms into an endogenous component of the market environment, which stimulates change in economic entities.

Competitiveness is a diverse economic concept that encompasses mechanisms of interactions and interrelations of economic entities, multi-level economic coordination apparatus and competitive advantages that help achieve economic goals. Nevertheless, contemporary definitions of competitiveness are unclear because of its scale and the simultaneous need for its application to entire nations. Consequently, this research analyses the transformation and interrelation of the concepts of ‘competition’ and ‘competitiveness’. Moreover, the research identifies and substantiates the main elements of the national economic competitiveness of Russia. The research findings facilitate future micro- and meso-level research on strategies for managing and transforming the national economy.

In the context of digitalisation, issues related to the promotion of cloud technologies are becoming of paramount importance, including SaaS products, the demand for which has increased significantly. In the promotion of products, an important role is played by the marketing information system (MIS) of the organisation, the effective functioning of which allows one to obtain the necessary information for making informed management decisions.

The chapter aims to develop methodological approaches to evaluating the effectiveness of promoting SaaS products using MIS.

The chapter analyses the demand for cloud services on a global scale and in Russia. The authors identified and systematised the features, advantages, disadvantages and competitive advantages of SaaS products for owners and users.

A methodical approach to evaluating the effectiveness of promoting SaaS products using MIS based on a developed system of indicators is proposed and tested, including indicators that characterise work with customers during the sales funnel, indicators that characterise customer loyalty and economic indicators that characterise the efficiency of the funnel sales in general.

The authors developed a system of indicators for evaluating the functioning of the organisation's MIS for promoting SaaS products, by types of marketing tools that are subsystems of the MIS. The proposed methodological approach allows substantiating the directions for increasing the efficiency of promoting SaaS products and the directions for improving the MIS.

The development of service activities at the present stage of the economy is increasingly taking its place in the market for the provision of services, thereby intensifying competition among service organisations.

In the process of research, the author identified the main ways to improve the quality of customer service.

A theoretical substantiation of the analysis of the studied problem of service quality by organisations and the impact of service quality on the economic performance of enterprises, which are one of the problems of the country's economic development at the present stage, is carried out, the service process is an integral part of the service.

As part of the study, an assessment was made of the qualitative indicators of service organisations providing services to the population. Proposals have been made to improve the efficiency of service quality.

Technological audit at the enterprise makes it possible to assess the economic level, indicators and opportunities for further development.

Based on the data obtained, the auditors form a list of possible production activities, a number of measures to improve work with the existing indicators and financial capabilities of the organisation. The author considers the mechanism for the development of modern entrepreneurship through the methodology of technological audit. The purpose of the article is to study the methods of conducting a technological audit at an industrial enterprise.

In the process of research, the author defined the purpose of a technology audit as an opportunity to assess the capacity of the organisation, the ability to create, develop and include research and development in the process of work and product creation, the possibility of a patent, sale of developments by searching for worthy partners.

The principles, the observance of which is necessary for conducting a technological audit, are analysed. Thanks to the results of a technology audit, one can see not only the organization's prospects in the field of innovation but also identify possible threats, as well as draw up a strategy for increasing income through the development of innovation and intellectual property.

Under current conditions, strong sustainable socio-economic development of major metropolitan areas in separate regions and separate countries comparable to them in size is possible with the optimal management of a set of anti-epidemic measures to combat the COVID-19 pandemic. This chapter constructs the first numerical model of the quasi-periodic dynamics of the COVID-19 pandemic. It was created based on the innovative model of the Kondratiev waves developed by the authors in their previous works. The authors found a close approximation between the model and the actual data for the four waves of development of the COVID-19 pandemic in Moscow. It was also noted that this model applies to small countries close in population to Moscow when comparing the correlation and autocorrelation curves. The data calculated by the models indicate the possibility of the practical application of the developed model for metropolitan areas and small countries comparable to them in size and population. Additionally, the model showed the accuracy of the results for such large countries as Russia and the United States.

To address management issues in the development of flexible production systems in the enterprises of knowledge-intensive industries, this chapter considers four basic approaches to planning production processes. Based on these approaches, the methodology of the agent-based approach, which satisfies the fundamental requirements of today's production systems, is formulated, with much attention paid to the rules of dispatching as a key tool of operational control over the production plan and its implementation. The advantage of simulation-based approaches is that they can dynamically adjust the ongoing integration of planning, depending on the state of flexible production systems, in the use of combined approaches and methods of management of production processes.

The purpose of this research is to elaborate on the game strategies of technology parks and innovation networks that influence the provision of sustainable development of countries.

The method of formalisation, statistical method and the game theory of alternate reality are used in this research.

The study of the main characteristics of the influence of integration structures (technology parks and innovation networks) of the leading countries in the sphere of sustainable development (Finland, Sweden, Denmark and Germany) and identification of their game strategies of development allow stating that the selected directions of strategic management and interaction are efficient, ensuring the business interests and supporting the social sector and ecologisation of the country. There is an effect of the use of the development strategies of the leading integration structures on the economic component of countries, since, despite the influence of the global crisis and domestic problems, they demonstrate high economic indicators of development.

The scientific novelty and value of this research consist in the elaboration of the theoretical framework on the strategic directions of the development of integration structures (technology parks and innovation networks) and their influence on the achievement of the SDGs.

To determine the influence of the development of clustering of the national business environment on the level of digital competitiveness.

The research was performed using the following methods: statistical analysis, correlation analysis and comparative analysis.

We study the influence of the development of clustering of the national business environment on the level of digital competitiveness. It is revealed that the studied developed countries (Singapore, Denmark and Switzerland) demonstrate a high level of clustering of business, which is assessed through the use of the indicator ‘State of сluster development’, and a high level of digital competitiveness. The considered developing countries (Peru, Mexico and the Philippines) have medium values of the above variables. Only Peru was able to use a highly effective mechanism of clustering, which influenced the digitalisation of sectors of the economy, which have business clusters. We also describe the competitive advantages of the development of cluster entrepreneurial structures, which ensure their economic and market success.

The scientific novelty of the results obtained is due to the elaboration on the specifics of the influence of the cluster strategy of business integration on the level of national digital competitiveness.

The purpose of this work is to present the modelling of the conditions of provision of growth of public–private partnership using digital technologies based on the game approach.

The methods of a systemic approach, linear programming and linear correlation, as well as statistical method, are used.

We performed the modelling of the conditions of provision of growth of public–private partnership using digital technologies based on the game approach. We also determined the level of development of public–private partnerships at the level of developed (United States, United Kingdom, Sweden and Denmark) and developing countries (Bulgaria, Venezuela and South Africa) and analysed the level of implementing digital technologies within the studied countries. We note a high level of public–private partnership in developed countries and a low level of this indicator in developing countries (except for Bulgaria, which has the positive dynamics of improvement). We also determine the main competitive advantages of implementing digital technologies, which have an impact on the improvement of the state of public–private partnerships at the level of the studied countries. Using the linear method of programming (game approach), we formulate the models of development of this type of interaction, within which the positive experience of developed countries is taken into account.

The originality and value of this research consist in the study of the specifics of the use of the game approach in the modelling of public–private partnership, which is based on the use of digital technologies.

The purpose of this research is to reveal the specific features of the behaviour of market players in the collaboration of universities and business structures in the context of the digital economy's development. The traditional processes of collaboration of science and business are compared to the partnership under the conditions of open science.

This research is based on the totality of concepts and theories, founded on the theory of non-linearity of innovations, which allows defining them as a bilateral process that is open to other players. The list of market players, which participate in the process of collaboration, and the character of their interaction are considered from the position of the triple innovation spiral. The specifics of the collaboration of scientific and business structures are considered from the position of knowledge exchange, and the means of their organisation – from the position of the theory of university-industry collaboration. This methodology allows determining the key aspects of collaboration as a process of knowledge exchange and systematising the range of tools and channels of innovation transfer. The evolutionary game theory is used for the empirical evaluation of the specifics of the market players' behaviour in the process of collaboration. The context of the support of the digital economy is considered within the concepts of open innovations, organisation of scientific digital networks and Open Science. The methods used allow for the systemic reflection of the processes related to the behaviour of market players in the collaboration of universities and business structures and the determination of the key advantages that are achieved by them for the support of the digital economy.

It is determined that the digital economy is a result of innovative development and its trigger at the same time. Based on this, the behaviour of market players uses digital potential, on the one hand, and creates conditions for its support, on the other hand. Collaboration is one of the formal tools of the transfer of innovations, which partially covers the interaction with such tools and channels as intellectual property, academic spin-offs, research mobility and labour mobility. Based on the theory of the triple spiral of innovative development, it is stated that business structures and universities are the key elements of innovations. Their interaction is increased by the influence of the government policy and allows creating effective forms of collaboration, which facilitate the knowledge exchange within the system. At this, the business performs the functions of investing and provision of collaboration, universities implement the key processes connected to fundamental research, and government expands the innovative capabilities, stimulating the growth of competitiveness and resolution of social problems. The important problems of the market players' behaviour in the process of scientific and research collaboration are the organisation of the process of knowledge exchange, which is related to intellectual rights, and the difference between the goals of market players at the initial stages of cooperation. Resolution of the above problems allows raising the level of mutual trust and facilitates the processes of knowledge exchange.

We systematise the tools and channels of collaboration of universities and business structures, substantiate the principles and terms of the market players' behaviour in the process of knowledge exchange, and determine the role of each player. In the context of modern tendencies of the digital economy's development, we determine the specifics of the market players' behaviour in the context of using digital technologies and providing a high level of openness of the scientific and production partnership.

To reveal the impact of the development of technology parks and innovative networks on the national digital economies.

The following methods are utilised: the complex method, statistical analysis, comparative method, correlation analysis and linear programming (method of the game approach category).

We reveal the impact of the development of technology parks and innovative networks on the national digital economies. Analysis of the formation of the digital economy includes the assessment of its components (Rank Knowledge, Rank Technology, Rank Future readiness) in the context of the development of the analysed developed countries (Belgium, France, Iceland, Spain and Hong Kong). It is discovered that Hong Kong and Iceland have high indicators of digital technologies implementation. We prove that these results are connected to investments in this sphere made by integration structures, including the sphere of business, sciences and government agents (in the case of Hong Kong). We perform an analysis of the clustering of the given countries and describe the main forms of integration that ensure the innovative development of the economy. Based on the study of analytical and statistical materials, we determine the perspective model of the impact of these integration mechanisms on the state of innovative development of the digital economy, which could be applied to developing countries.

The originality and value of this research are due to the development of a model of the impact of implementing the integration mechanisms on the state of innovative development of the digital economy, which could be used in the case of developing countries.

To elaborate on the model terms for the effective integration in Russia's special economic zones in the long term.

The statistical method, comparative method and a formalised model of game theory are used in this research.

The research is aimed at determining the model conditions for effective integration in Russia's special economic zones. The proprietary methodology envisages the following stages: establishment of the case experience of the development of Russia's special economic zones and determination of requirements that are set to residents (players) for entrance; comparison of the functioning of players of one of the studied integration structures under the conditions of individual development and the conditions of business integration; description of advantages; development of the practical implications to improve the business strategies of residents (players). The analysis is performed based on the materials of the development of Industrial Production SEZ ‘Alabuga’ (Republic of Tatarstan) and its residents, as well as the evaluation of the system of regulation of the parameters of joining special economic zones of different types. The assessed residents of Industrial Production SEZ ‘Alabuga’ (Republic of Tatarstan) are Trakya Glass Rus and Automotive Glass Alliance Rus (in 2021, the name was changed to Shishejam Automotive Rus), which started functioning within the association in 2017.

The originality and scientific value of this research are due to the description of the specific features and perspective directions of integration in Russia's special economic zones.

In this work, we study the investment processes in the digital economy, which includes determining the specifics of foreign direct investments (FDIs) under the conditions of digital technologies' development and substantiating the key directions and tendencies of investing from the positions of strategies of business integration and digital technologies' development.

This research is based on the multidisciplinary approach, which covers strategic management, investing, the theory of digital economy etc. The chapter combines the theoretical developments of these disciplines and presents them in the context of substantiation of the processes of using foreign direct investments as the tools of the business integration strategy. The proposed methodology allows generalising the view of the studied processes from the position of the digital economy, determining its structure; describing the key directions of development and investing; establishing the specifics of the use of FDI by transnational corporations; substantiating important directions for further processes.

It is revealed that foreign direct investments are not only the important factors in economic systems' development but also the effective tools for the integration of international business through the common use of the potential of parent and subsidiary companies for the reduction of transaction costs, an increase of profit etc. It is substantiated that the character of direct investing in the digital economy is different from the similar processes in the industrial system due to the non-material character of assets and their connection to the Internet. Based on this, implementing the investment strategy in the digital economy, transnational corporations offer access to technologies, ensure technological modernisation and facilitate the achievement of other indirect effects, which are less aimed at the increase in material assets. These processes lead to a change in the balance of revenues compared to the cost of material assets that are invested in the receiving market or subsidiary company. The indicator of such a ratio is the indicator ‘FDI lightness’. A high value of this indicator is a sign of the large perspectives of a company in the sphere of international activities.

The specifics of FDI in the digital economy are determined, the key directions of such activities are described, and the peculiarities and differences of investing in the digital economy are shown.