EUROPEAN INTANGIBLE ASSETS VALUATION VECTOR UNDER GLOBAL CHALLENGES

Abstract

The article is devoted to specific issues of regulation and valuation practice, including transfer pricing of intangible assets in the European Union in the context of global challenges and the European integration processes of Ukraine. The EU candidate status that Ukraine received in June 2022 creates new challenges and also generates opportunities for the development of the national scientific, technical and innovative sphere and its positive impact on Ukraine's post-war recovery processes. One of the prerequisites for the victory of Ukraine and its successful development is the integration of the Ukrainian innovation sphere into the European research and innovation space. It is the focus on the best experience of the EU countries in these processes, the use of the experience of implementing development strategies of European countries for a long time that proves its effectiveness. European integration processes in all spheres are one of the most urgent tasks in the post-war reconstruction of Ukraine. The purpose of the article is a comparative analysis of international, European and national assessment standards in the context of Ukraine's European integration progress. The study is based on the use of positive experience in this area in order to raise awareness of business valuation, including intangible assets (technology, patents, licenses, software products, industrial designs, copyrights and those that are not intellectual property rights) in the Ukrainian educational , scientific and professional environment. The formation of the domestic intellectual economy, taking into account modern global challenges, is characterized by the introduction into business processes of a significant amount of intangible assets and often completely new ones, which embody the results of technological innovations and for some enterprises are the main factor in creating business value. The issue of valuation of intangible assets, without which it is impossible to involve them in economic activity, their reflection in accounting and reporting, in investment projects and international operations with intellectual property, transfer pricing, are relevant. Today, there is a demand for qualified workers in the field of valuation of intangible assets and intellectual property in the context of the European integration processes of Ukraine and cross-border cooperation, the migration of Ukrainian specialists to European countries in connection with Russia's military aggression against Ukraine, the attraction of European investments and technologies for the purpose of post-war reconstruction.