STRATEGIC APPROACHES TO CREATIVE BUSINESS DEVELOPMENT IN THE CONTEXT OF EUROPEAN VALUE ADDED CHAINS
Abstract
The article explores the theoretical and practical aspects of creative business development in the context of integration into European value-added chains. It is substantiated that creative industries have become one of the key drivers of modern economic growth, ensuring the formation of high value-added products, increasing employment, and strengthening the competitiveness of national economies. Based on the analysis of statistical data for the period 2020–2025, a stable positive trend in the development of the creative sector in the European Union has been identified. The research confirms that the creative sector demonstrates a high level of adaptability to external shocks, including the consequences of the COVID-19 pandemic, primarily due to the active implementation of digital technologies and the development of platform-based business models. Special attention is paid to the analysis of the structure of creative value chains. It is determined that, unlike traditional industries, the main share of added value in creative business is generated at the stages of idea creation, design, marketing, and distribution, while the production stage plays a supporting role. The paper identifies the key challenges faced by Ukrainian creative businesses in the process of integration into European value chains. Among them are the dominance of outsourcing models, limited access to financial resources, insufficient development of institutional support, and dependence on global digital platforms. These factors constrain the ability of enterprises to capture a significant share of added value and limit their long-term growth potential. The article proposes a system of strategic approaches to the development of creative business. These include an innovation-oriented approach based on the implementation of digital technologies and support for creative startups; an integration approach aimed at participation in European cooperation networks and programs; an institutional approach focused on improving regulatory frameworks and protecting intellectual property rights; and a branding-oriented approach.
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