THE MECHANISM OF INTANGIBLE ASSETS' IMPACT ON COMPETITIVENESS IN THE CONTEXT OF ECONOMY DIGITALIZATION

Abstract

The relevance of the study is driven by the increasing role of intangible assets in ensuring the competitiveness of economic systems amid the digitalization of the economy. The widespread adoption of digital technologies, platform-based interaction models, and data-driven value creation mechanisms necessitates the refinement of theoretical approaches to explaining the impact of intangible assets on the formation of competitive advantages. The purpose of the article is to develop theoretical propositions concerning the mechanism of the competitive influence of intangible assets in the context of the digital transformation of the economy. The methodological foundation of the study comprises a systemic approach along with methods of theoretical generalization, structural-logical analysis, comparison, classification, and conceptual modeling. Their application enabled the identification of the specific features of the transformation of mechanisms of competitive influence of intangible assets under the impact of digitalization and the formation of a holistic understanding of the processes of emergence and reproduction of competitive advantages. The study substantiates that, in a digital environment, competitiveness is determined not merely by the possession of intangible assets, but primarily by the ability of economic systems to effectively realize their potential. It is established that digitalization does not alter the fundamental economic nature of intangible assets, yet it substantially transforms the modes of their competitive influence. A conceptual approach is proposed for explaining the interrelationship between intangible assets, competitive advantages, and competitiveness. This approach is grounded in a sequential transition from the properties of assets to forms of competitive influence, strategic effects, and ultimately competitive advantages. The role of strategic effects is substantiated as an intermediate link that facilitates the transformation of the potential of intangible assets into new functional capabilities of economic systems and creates the preconditions for the formation of sustainable competitive advantages. The study also identifies the specific characteristics of the consolidation and reproduction of these effects in the digital economy. The practical significance of the findings lies in the potential application of the proposed theoretical propositions to improve approaches to the management of intangible assets, the formation of competitive advantages, and the development of strategies for ensuring the competitiveness of enterprises, industries, and economic systems under conditions of digital transformation.