Entrepreneurship in the context of globalization of economic activity. The role of entrepreneurship in the theory of competitive advantage. Fundamental Research By manipulating transfer pricing policies, subsidiaries of TNCs operating in different countries

Entrepreneurship in the context of globalization of economic activity. The role of entrepreneurship in the theory of competitive advantage. Fundamental Research By manipulating transfer pricing policies, subsidiaries of TNCs operating in different countries

Introduction of the dissertation 2007, abstract on philosophy, Larkova, Elena Petrovna

Conclusion of scientific work dissertation on the topic "Features of positioning entrepreneurship in the context of globalization"

List of scientific literature Larkova, Elena Petrovna, dissertation on the topic "Social Philosophy"

More on topic 8.2. Entrepreneurship in the context of globalization of economic activity:

Introduction of the dissertation 2007, abstract on philosophy, Larkova, Elena Petrovna

Conclusion of scientific work dissertation on the topic "Features of positioning entrepreneurship in the context of globalization"

List of scientific literature Larkova, Elena Petrovna, dissertation on the topic "Social Philosophy"

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The growing importance of entrepreneurial resources in the context of globalization

In modern conditions of globalization and liberalization of economic activity, when even small and medium-sized entrepreneurs have access to the labor, natural, capital and intellectual resources of countries far from them, and even more so their goods and markets, the entrepreneurial resource becomes even more important.

This is explained as follows:

1) with the greater availability of economic resources in different countries of the world in economic life, the importance not of natural resources and capital, but of labor resources (more precisely, qualified labor resources) and especially knowledge and entrepreneurial resources increases. This is due to the fact that in modern conditions it is these two resources that provide the greatest return on investment in them;

2) even companies not connected with the foreign market are experiencing increasing pressure from foreign competitors in the domestic market and, in order to withstand it, they need to constantly improve the level of management, i.e. use your entrepreneurial potential more effectively.

As a result, “management now acts as the decisive factor of production. It is management that now determines the position occupied by a particular country in competition.” Entrepreneurial resources are especially important for firms that are constantly and actively operating in foreign markets (TNCs). According to the model of monopolistic advantages of TNCs and the Dunning eclectic model that has incorporated it as an integral part (see 1.2), a transnational corporation should have advantages over local competitors. One of these advantages may be the great entrepreneurial potential of TNCs, based on knowledge and experience of working in a highly competitive environment.

The role of entrepreneurship in the theory of competitive advantage

American economist Michael Porter in his book “International Competition,” explaining the different competitiveness of various industries and sub-sectors of a given country on the world market, comes to the following conclusion; A high level of international competitiveness in a country is often achieved by those industries where it is possible to apply in the organization and management of firms those national characteristics of the country that increase their competitiveness. In Italy, a country with strong family ties and a huge cultural heritage, these are industries dominated by small-scale, unconventional and artistic production. In Germany, with its high discipline and excellent engineering education, these are high-tech industries with hierarchically organized firms and high production discipline. In Japan, those industries that require high cooperation between all workers are highly competitive”, i.e. corresponding to such a striking feature of the Japanese national character as cohesion.

After analyzing more than a hundred industries and sub-industries in ten developed countries, Porter concludes that firms that succeeded in international competition used elements of business strategy such as innovation, continuous improvement of their organization, improvement of their competitive advantages, and a global approach to business strategy. This approach means that it is necessary to carry out business activities throughout the world, and not just in the domestic market, as soon as the competitiveness of the company begins to allow it to do so.

The relevance of the research topic is due to a number of the following cardinal circumstances that led to the transformation of the business environment and its positioning (position) in modern society: firstly, the emergence and strengthening of the position of the global economy; secondly, the transformation of the industrial economy and society into a knowledge and information-based economy; thirdly, the transformation of the enterprises themselves; fourthly, the emergence of cyber corporations. The positioning of entrepreneurship in various societies of the modern world, including Russian society, is significantly influenced by global transformations affecting various aspects of social life. According to leading experts studying the processes of globalization, the world is now rapidly moving towards a new industrial revolution, the “coming industrial revolution”1. This is manifested primarily in the ever-increasing economic interdependence of developed countries that have embarked on the path of transformation of their economies, which is characterized by a rapidly increasing volume of cross-border transactions of goods, services, capital and widespread diffusion of technologies. The new industrial revolution is based on the interaction of such key technologies as microelectronics, nanotechnology, computer technology, telecommunications, robotics, the creation of new materials with predetermined properties, biotechnology, and artificial intelligence. At the level of such revolutionary shifts, the positioning of entrepreneurship must change not only at the national level, but also at the level of the region, city, individual enterprise, and even everyone engaged in entrepreneurial activity.

1 Nadel S. Probability and prospects for the future industrial revolution // World Economy and International Relations. 2002. No. 9.

Despite the fact that today globalization is transforming modern societies in the fields of politics, economics, culture, communication, migration, ecology, war and international law, the positioning of entrepreneurship depends on the cultural traditions of a particular civilization, it turns out to be different in the European Union, China and Russia . Culture in various forms of manifestation modifies the standard rules of entrepreneurship and leads to the emergence of economic systems and, accordingly, the position of entrepreneurship in society, which differ significantly from those provided for by the theory of general market competition. This means that the positioning of entrepreneurship is determined not only by the general principles of the functioning of a market economy, but also culturally predetermined that the culture of the Western, Russian or Eastern type sets the position of entrepreneurship in society.

The positioning of entrepreneurship in modern society depends on a number of global trends and sociocultural factors, and is closely related to the rapid development of the latest technologies, which underlie the emerging technological base of the information, or information-industrial, society in developed countries. In the conditions of an information-industrial society, the economic capital of entrepreneurship necessarily operates only in the “eufeminized form of symbolic capital”1. This means that the positioning of entrepreneurship in a modern, information society with its individualized and knowledge-intensive production is determined not only by the presence of economic capital, but even more by symbolic (social, cultural) capital. In other words, the positioning of entrepreneurship is closely related to the mission, reputation, prestige, image of entrepreneurship, which gives it the opportunity to implement soft ways of achieving dominance in

1 BourdieuP. Practical meaning. SPb., M., 2001. P. 252. society. This also applies to Russia, where the same trends of globalization and the influence of sociocultural traditions are manifested. The very positioning of entrepreneurship largely depends on its competitiveness, on its innovative activities, which require a new approach to the relationship between social justice and production efficiency, overcoming significant social inequality, increasing social capital and ensuring the economic security of the country. The lack of social capital entails an increase in conflicts in society and a decrease in production efficiency, contributing to the strategic instability of society, which to a large extent affects the positions of entrepreneurship.

In light of all this, it becomes clear that the features of the positioning of entrepreneurship in the context of globalization are determined by the nature of the information society, the sociocultural foundations of entrepreneurship, the ongoing global transformations of society and the context of cultural traditions. These features are determined by the main thing in globalization - a change in the very subject of human labor, when, thanks to information technology, a transformation of living individual and collective human consciousness occurs, which makes it the most profitable business. In terms of our research topic, this means that the peculiarities of the positioning of entrepreneurship, including Russian entrepreneurship, are ultimately inextricably linked with global risks and the social responsibility of entrepreneurship itself. Thus, the relevance of the topic of this research, its scientific and practical significance are beyond doubt, especially since it has actually not been sufficiently studied in the domestic literature.

The degree of development of the problem is determined by the small number of serious works on socio-philosophical and sociological research specifically on the positioning of entrepreneurship. At the same time, it should be noted that in special foreign and domestic works on social philosophy, sociology, economics, management, marketing, cultural studies and jurisprudence, certain attention is paid to certain aspects of the problem of positioning entrepreneurship. This is evidenced by the works of such researchers as A. Ageev, G. Alder, A. Bard, W. Baumol, G. Beckwith, P. Bernstein, Z. Bolshakov, A. Glagolev, T. Gad, P. Drucker, Ya. Zoderquist, A. Zuev, F. Kotler, V.V. Kruglov, R.D. Lewis, R. Matthews, JT. Myasnikova, K.A. Nordstrom, E.V. Orlova, J. Pickford, R.S. Pindyke, T. Peters, and

P.D. Polovinkin, M.E. Porter, I. Ridderstrale, S. Rifkin, S. Rosefield, N.I. Tolmachev, B. Tracy, A.V. Ulyanovsky, T. Friedman, M. Haig, M. Hall, A.N. Horin, C. Handy, JT. Erhard et al.1

A number of works are devoted to various aspects of the problem of positioning entrepreneurship in the social structure of society, namely: positioning in marketing, which is operations

1 Alder G. Marketing of the future: dialogue of consciousnesses. Communication with 21st century consumers. M., 2003; Bard A., Zoderqvist J. YeKzhratiya. The new ruling elite and life after capitalism. St. Petersburg, 2004; Baumol U. Entrepreneurship, innovation and growth: the symbiosis of David and Goliath // Problems of theory and practice of management. 2005. No. 2; Beckwith G. Selling the invisible. M., 2004; Glagolev A. Economic philosophy of the great Russian patrons of the late XIX - early XX centuries. // Economic Issues. 1994. No. 7; Gad T. 4D Branding. St. Petersburg, 2003; Drucker P. Effective management. M., 2004; Kotler F. Fundamentals of Marketing. M., M., 1991; Kruglov V.V. Competition. M., 2004; Matthews R., Ageev A., Bolshakov 3. New matrix or logic of strategic superiority. M., 2003; Zuev A., Myasnikova L. Netocracy. Stratified contradictions of the network information society // Free Thought - XXI. 2005. No. 9; Lewis R.D. Business cultures in international business. From collision to mutual understanding. M., 1999; Nordstrom K.A., Ridderstrale J. Business in funky style. St. Petersburg, 2002; Orlova E.V. Power, property and entrepreneurship // Social and humanitarian knowledge. 2003. No. 1; Pickford J. Risk management. M., 2004; Pindyke R.S., Polovinkin P.D. The problem of determining the economic essence and content of entrepreneurship // Vestnik Mosk. un-ta. Ser. 6. Economics. 1996. No. 2; Peter T. Imagine! Business excellence in an era of disruption. St. Petersburg, 2004; Porter M.E. Strategy and the Internet // Harvard Business Review Russia. March 2001; Rifkind S. Samurai of the 21st century. Secrets that open the way to success and fulfillment of desires. Rostov n/d., 2005; Rosefield S. Comparative economics of the world: culture, wealth and power in the 21st century. M., 2004; Tolmachev N.I. Cultural mentality of an entrepreneur: Author's abstract. dis. on soik. uch. step. Ph.D. Philosopher n. Rostov n/d., 1997; Tracy B. Victory. Minsk, 2004; Ulyanovsky A.V. Myth design: commercial and social myths. St. Petersburg, 2005; Friedman T. Lexus and Oliva. St. Petersburg, 2003; Haig M. Why don't you have an electronic strategy? The Basic Guide to Online Business. M., 2003; Hall m. Games played by business sharks. M., 2003; Khorin A.N. Assessing business risk: accounting and financial management // Bukh. accounting 1994. No. 5; Handy C. The Elephant and the Flea: The Future of Large Corporations and Small Businesses. M., 2004; Erhard L. Half a century of reflection: speeches and articles. M., 1993, etc. on the consciousness of a potential consumer, value positioning in the economy of values (G. Beckwith, J. Kunde, E. Raie, J. Trout), the connection between the positioning of entrepreneurship and the cyclical nature of economic development due to the introduction of technical and technological innovations (N.D. Kondratiev, A.A. Krushanov), management of modern risks and positioning of entrepreneurship (P. Bernstein, E. Currie, N. Turnbull ), positioning of entrepreneurship in the context of sociocultural systems (S.D. Valentey, S.G. Kirdina, S. Huntington, O.I. Shkaratan), the importance of the psychological competence of an entrepreneur as a subject of social interaction (JI.B. Sedletskaya, T.N. . Shcherbakova), features of the positioning of entrepreneurship in Russian society and their impact on Russia’s competitiveness in the global economy (A.A. Dynkin, Yu.V. Kurenkov, Yu.V. Shishkov)1.

Of interest is the unique approach to positioning in business by V. Tamberg and A. Badin, who in their book “Brand: The Fighting Machine of Business” redefine J. Trout’s definition of positioning as an operation on the minds of potential buyers2. The course of their reasoning is that for the first time this concept, introduced by the classics of marketing thought E. Rice and J. Trout, requires differentiation. After all, they are the first and only ones who raised the most important issue of forming the necessary stereotypes in relation to brands.

The consumer is not inclined to be tormented for a long time by the choice of brands of a particular product or service; these problems are far from a priority for him

1 Beckwith G. Decree. op.; Bernstein P.L. Liberation struggle with uncertainty // J. Pickford. Risk management. M., 2004; Valentey S. Development of society in the theory of social alternatives. M., 1995; Kirdina S.G. Institutional matrices and development of Russia. M., 2000; Kunde J. Uniqueness now. or never. St. Petersburg, 2005; Carrie E, Turnbull N. The need for internal control by the board // J. Pickford. Risk management. M., 2004; Russia's competitiveness in the global economy. M., 2003; Krushanov A.A. Modern image of the world // Virtualistics: existential and epistemological aspects. M., 2004; Trout J., Raie E. Positioning: the battle for minds. M. et al., 2006; Shcherbakova T.N., Sedletskaya JI.B. Psychological competence of an entrepreneur as a subject of social interaction. Rostov n/d., 2004; Shkaratan O.I. Russian order: vector of change. M., 2004; Huntington S. The Clash of Civilizations? // Foreign Affairs. Summer 1993, etc.

2 Tamberg V., Badin A. Brand: business fighting machine. M., 2005. importance. Therefore, stereotypes play a huge role in the selection algorithm, as stable and limited ideas about the purpose of the object of consumption, which serve to facilitate the choice and help save the individual’s mental efforts: “this is a high-quality product”, “this is for the young and energetic” or “perhaps it’s too expensive,” “good goods won’t be packaged like that,” “this is for lazy housewives.” E. Raie and J. Trout were the first to put forward the thesis that this process cannot be left to the buyer - in this case, stereotypes become beyond our control and the consumer, guided by a mass of disparate arguments - from the peculiarities of his own worldview to the opinion of relatives - can form an unfavorable idea about the brand, so we should impose the desired stereotype on the consumer, and this is absolutely correct.

However, the concept of positioning, for all its apparent simplicity, turned out to be extremely difficult to use, which is due to the uncertainty of the concept of “positioning” - any stereotype that has formed in the consumer’s head can already claim this role. This raises a number of serious questions. Are there criteria by which one can evaluate the correctness of the chosen positioning? Will the chosen positioning be commercially viable? On what basis is positioning developed? Positioning is too multivariate; any statement can be considered positioning - from “we are second in the market” to “we brew delicious beer”, therefore, like almost all processes in branding, the process of developing positioning was left to the intuition of copywriters and brand managers, and This means that the effect of its use in its existing form is doubtful. These questions show the controversial nature of the concepts used about the positioning of entrepreneurship in the context of globalization in modern specialized literature.

We do not question the need for positioning, write V. Tamberg and A. Badin, “but we are forced to make some adjustments to this definition. Based on the meaning that the name itself carries, positioning is the process of creating a certain brand position in a person’s inner world. As we have already written, the decision-making process can be decomposed into rational and irrational components, while the rational includes that mental activity that we can understand, organize and describe, while the irrational we attribute to the world of emotions, to subconscious activity, to that area, the work of which cannot be described using rational approaches. “Positioning,” in essence, is a term that implies the rationality of the process: we give a conscious attitude and get an adequate result - a certain position in some structured array of data, which can only be our consciousness - the structure of the subconscious for us (as for all people) unknown"1. As the entrepreneur strives to make the branding process i.e. creating an attractive brand image that is as predictable and rational as possible, then if we are talking about addressing the conscious sphere, it is necessary to address it in the language of logic and operate with rational arguments. In other words, the message conveyed by positioning must be extremely rational; positioning must convey exclusively rational benefits to the consumer. The irrational, which relates to the world of emotions and plays a significant role in consumer choice, is characterized by V. Tamberg and A. Badin with the new term “emotionalization”. Thus, this kind of distinction is necessary to explore the role of the brand as a business fighting machine, which indicates the controversial use

1 Tamberg V., Badin A. Decree. op. P. 115.

2 Ibid. P. 119 et seq. the concept of positioning entrepreneurship as an operation on the consciousness of a potential consumer.

A number of studies by Western scientists show that the driving force of the global economy is now luxury as a source of well-being, that such a new economy as the economy of impressions is emerging, that the driving force of economic growth, profit and lasting value is loyalty, which plays a significant role in the global and national economies Cyber corporations are starting to play with their virtual management of clusters and alliances. and networks of production systems of globalization, that human capital is becoming increasingly important in the relationship between social justice and production efficiency, that the economy is developing in the direction of lean production1. All these phenomena are directly related to the positioning of entrepreneurship in the social structure of global and local society, as they influence the position of entrepreneurship in the context of globalization, focusing on risks and social responsibility. In general, it turns out that the problem of positioning entrepreneurship in the context of globalization and the transformation of industrial society into an information society, especially in Russian society, which is experiencing global transformations and is turning into an information-industrial society, and the related phenomena described above have been practically little studied in social sciences. philosophical (sociological too) terms.

1 George M.L. Lean Six Sigma: Combining Six Sigma Quality with Lean Speed. M., 2005; Lodon J., Lodon K. Information systems management. M. et al., 2005; Pine II B.J., Gilmore J.G. Economy of impressions. M., St. Petersburg, Kyiv, 2005; Reitzle V. Luxury is a source of well-being. The future of the global economy. M., 2005; Reichheld F.F. The Loyalty Effect: The Drivers of Economic Growth, Profit, and Lasting Value. M., St. Petersburg, Kyiv, 2005; Foster R. Creative destruction: Why companies “built to last” do not show the best results and what needs to be done to improve their efficiency. M., 2005; WinsorJ. Beyond the brand. Rostov n/d., 2005; Economic security of Russia / Ed. ed. B.K. Senchagova. M., 2005, etc.

2 Brooking E. Intellectual capital. The key to success in the new millennium. St. Petersburg et al., 2001; Koch R. Revolution 80 / 20. Minsk, 2004; Jensen R. Dream Society. St. Petersburg, 2002; Nordstrom K.A:, Ridderstralle J Decree. op. St. Petersburg, 2002.

In this dissertation, the positioning of entrepreneurship is considered as an integral multi-level socio-economic and socio-cultural phenomenon1, which is subject to the laws of social development and the functioning of vertical hierarchical and horizontal, network connections" in organizations of modern society. The positioning of entrepreneurship is determined by certain socio-cultural conditions generated by social and cultural traditions, mentality and mentality of society, is reflected in the strategies of entrepreneurship and social attitudes. The dissertation focuses on the socio-philosophical problems of positioning entrepreneurship, i.e., the mutual influence of entrepreneurship and society, the specifics of modifying the position of entrepreneurship in the context of global transformations of society, and the features of positioning are analyzed. entrepreneurship in the context of globalization.

The main goal of the study is to analyze the specifics of positioning entrepreneurship in a modern information society based on the activity approach, the theory of social stratification, structural-functional theory and neo-institutional theory of structuration within the framework of the globalization paradigm. Achieving this goal involves setting and solving the following tasks:

Determine the conceptual and methodological foundations for studying the positioning of entrepreneurship in the context of globalization;

To identify the specifics of positioning entrepreneurship as a social layer and a social institution in the context of the globalization of Western society;

1 We distinguish between positioning as operating with the consciousness of potential subjects of consumption and positioning as real social positions of entrepreneurship in society. This difference is clear from the context of the study; the first is dialectically connected with the second, together they form a single whole.

Consider the variety of organizational and managerial tools for positioning entrepreneurship in the context of globalization;

Analyze the sociocultural - personal, social and cultural - grounds for positioning entrepreneurship in the context of globalization;

Show new strategies for positioning entrepreneurship in a globalizing Western society;

Explore the significance of managing virtual organizations in the positioning of entrepreneurship in Western society;

To reveal the relationship between the positioning of entrepreneurship and social responsibility and the nature of risk in the context of the globalization of Western society;

To study the genesis of the peculiarities of positioning entrepreneurship in a transforming Russian society;

Provide an analysis of entrepreneurship as a social layer of Russian society and its positioning in the public consciousness;

Explore the significance of strategic positioning of Russian entrepreneurship in the context of globalization.

The object of study is entrepreneurship and its position in modern society. Now, in connection with the ongoing global transformations of the information society, traditional, purely economic approaches to the phenomenon of positioning entrepreneurship are not entirely adequate to the actual state of affairs; a socio-philosophical analysis of the phenomenon of positioning entrepreneurship in the context of globalization is required. That is why the features of the positioning of entrepreneurship in society, determined by global transformations (globalization), are the subject of dissertation research.

According to the working hypothesis, the positioning of entrepreneurship in the context of the globalization of modern society is a multi-level phenomenon that has its own specific features, manifested in new positioning strategies and a variety of new organizational and managerial tools for strategic positioning. The features of positioning entrepreneurship in the context of globalization with its information technologies are as follows: 1) the basis of the long-term nature of entrepreneurial activity is the moral factor, which is associated with the participation of individual consumers in it; 2) transition from a society of mass consumption to a society of individual consumption; 3) individualized communication of entrepreneurship with target consumer groups;

Theoretical and methodological foundations of the study. A socio-philosophical analysis of the problem of positioning entrepreneurship in a modern society experiencing global transformations, including the transforming nature of Russian society, is based on the use of a whole complex of socio-philosophical, general scientific and sociological methods: principles of objectivity, universal connection, contradiction and methods of comparative analysis and synthesis, scientific generalization. The initial methodological ideas are the activity approach, the theory of social stratification, the structural-functional approach of T. Parsons, the conceptual basis of the new sociologies of P. Berger, P. Bourdieu, E. Giddens, T. Luckman, N. Elias with their method of social constructivism and the sociological hierarchical and network theory of society. The work uses the results of domestic and foreign studies of various aspects of the problem of positioning entrepreneurship in the social structure of society.

The scientific novelty of the research lies in the fact that the conceptual and methodological foundation of the dissertation is the idea of the multi-level nature of the positioning of entrepreneurship, the position of entrepreneurship as an active, systematic and responsible activity. capital management, aimed at making a profit and implemented in conditions of risk and uncertainty and social responsibility in a dynamic information society and understanding the individual as a system-forming factor of society and culture, which allows us to identify the positions of entrepreneurship in an information society subject to global transformations. The work makes an attempt at an interdisciplinary level to describe modifications in the positioning of entrepreneurship in the conditions of an information society experiencing global transformations. The scientific and theoretical novelty of the dissertation is more specifically expressed in the disclosure and analysis of:

Conceptual and methodological foundations for studying the positioning of entrepreneurship in the social structure of modern society, adequate to the globalization of the information society;

Specifics of positioning entrepreneurship as a social layer and a social institution in the context of the globalization of Western society through an analytical consideration of the sphere of entrepreneurship in society;

The variety of organizational and managerial tools for positioning entrepreneurship in the context of the globalization of Western society, such as mission, prestige, reputation, competitiveness, success, brand, loyalty;

Sociocultural - personal, social and cultural - grounds for positioning entrepreneurship in the context of globalization;

New strategies for positioning entrepreneurship in the context of a globalizing Western society, associated with the emergence of new directions in the global economy (luxury economy, experience economy, etc.);

The significance of managing virtual organizations in the positioning of entrepreneurship in Western society;

The role of social responsibility and the nature of risk for the positioning of entrepreneurship in Western society in the context of globalization;

The genesis of the peculiarities of positioning entrepreneurship in the conditions of a transforming Russian society;

Entrepreneurship as a social layer of Russian society and its positioning in the public consciousness;

The significance of strategic positioning of Russian entrepreneurship in the context of globalization.

What is new is the identification of specific features of positioning entrepreneurship as a multi-level phenomenon of social interactions of business agents in conditions of risks and uncertainty of a globalizing society, as the ability of entrepreneurship through organizational and managerial tools to achieve competitive advantages and occupy appropriate positions in the context of a complex and dynamic stratified and individualized society.

It is this result, based on the method of social constructivism, neo-institutional theory of structuration and the sociological theory of hierarchical and network society, that makes it possible to take a different look at this holistic phenomenon in the conditions of transforming Western and Russian societies under the influence of globalization and to identify its strategic importance for the development of Russian society.

What is new is that it is necessary to focus the reforms of Russian society on the “construction” of an information society, in which the positioning of entrepreneurship is organically connected with social responsibility, which is necessary to increase the competitiveness of Russian society in the context of globalization.

The following provisions are submitted for defense:

1. An adequate conceptual and methodological basis for the socio-philosophical study of new strategies for positioning entrepreneurship in modern society is the polyconceptual approach of socio-philosophical research. This approach includes the activity approach, the theory of social stratification, the theory of structuration, the sociological structural-functional theory, the conceptual basis of the new sociologies of P. Berger, P. Bourdieu, E. Gidzens, T. Luckmann with their method of social construction of reality and the sociological hierarchical and network theory of society.

On the basis of entrepreneurial activity, a social layer of entrepreneurship is formed, then within this layer, entrepreneurial activity proceeds according to certain rules, giving rise to a social institution. This kind of comprehensive approach to the phenomenon of entrepreneurship, combined with the paradigm of globalization as a deeply differentiated process covering almost the entire world thanks to social, political and economic activity, makes it possible to understand the transformation of a mass consumer society into a society of individual consumption.

2. The positioning of entrepreneurship in the social structure of a globalizing information society is a dialectical unity of unfolding the spectrum of possible meanings of a social position due to the processing of the consciousness of potential individual consumers by information technology and the dominant position of entrepreneurship in a globalizing society.

The specificity of positioning entrepreneurship in the context of globalization as a social layer is determined by the ability to manage “free resources” (capital, power and especially knowledge), as a social institution resulting from the use of cyberspace, expanding social practices and areas of action of entrepreneurship in social space. The positioning of entrepreneurship in the modern information society, when under the influence of globalization and informatization there is a spatio-temporal economic, political and cultural compression of the world, depends on the dynamism and creativity of labor with a multi-level structure.

3. In the context of globalization, the positioning of entrepreneurship in Western society undergoing global transformations can only be successful through the use of such new diverse organizational and managerial positioning tools as mission, prestige, reputation, competitiveness, success, brand and loyalty. These tools are adequate to globalization and the information revolution, when the basic needs of most individuals are satisfied, providing consumer utility can only be achieved by satisfying additional, aesthetic and emotional needs, the need for a unique product. Now the current business paradigm, focused on making only profit, is losing its relevance, a fundamentally new model of entrepreneurship is beginning to emerge, in which profit is important not in itself, but because it provides new opportunities for creating consumer value.

4. The positioning of entrepreneurship in modern society has its own personal foundations, rooted in the structure of an individual’s social interactions. The theory of structuration makes it possible to consider the positioning of an individual, which is understood, firstly, the placement of individuals in the space of social interactions as the foundation of social life, and secondly, the position of individuals in the context of the spatio-temporal seriality of social interactions (social position), as an entrepreneur, when its creative potential is most fully used, requiring an innovative approach to the development of society. It is the innovative nature of social creativity, associated with the potential of the individual, that is most clearly manifested in entrepreneurship, which allows one to search for the hidden opportunities of society and turn them into reality through capital management in order to make a profit.

5. The positioning of entrepreneurship in the context of the globalization of modern society also has its social and cultural foundations. The first are, firstly, such models of socio-economic development of modern societies competing to acquire strong positions in the global information economy, such as the Anglo-Saxon (model of the “service economy”), the Rhine (model of “industrial production”) and the model of the Scandinavian state; secondly, the activities of transnational corporations; thirdly, the system of mass communications. The latter arise from the specifics of the cultural value systems of individualistic Western and collectivist Russian civilizations, which have a significant impact on the development of the economy.

6. The strategy for positioning entrepreneurship in an individualized Western society with its innovative, knowledge-intensive production in conditions of hypercompetition is a strategy of discrete evolution and creative destruction. The conditions of hypercompetition in many sectors of the economy of a globalizing Western society add. the significance of the evolution of the strategic positioning of entrepreneurship, which is due to the divergence of production, which entails an increase in the importance of branding. New strategies for positioning entrepreneurship are determined by such manifestations of global economic development trends as new luxury for the middle class, the economy of impressions, and the economy of loyalty.

7. The new strategy for positioning entrepreneurship in Western society - the determination of the present by the future - is associated with the development of an information society or knowledge society built on computer and telecommunication technologies, which led to the dominance of the network structure in the relationships of individuals, along with the preservation of a hierarchical structure in corporations, to the emergence and spread of cyber corporations. The sociological theory of hierarchical and network structures makes it possible to explain the role of management of virtual organizations in the positioning of entrepreneurship in Western society, which opens up many opportunities for entrepreneurial structures in the networks of global society.

8. The positioning of entrepreneurship in Western society in the context of globalization is inextricably linked with social responsibility and “man-made” risk that creates uncontrollable uncertainty. Entrepreneurship positioning strategies must take into account the fact that competition and the resulting production efficiency and social inequality destroy human capital, interfere with innovative development, and pose a danger to the economy of society. The transition to individualized and knowledge-intensive products in Western society fundamentally changes the content of competition compared to mass products and requires a new approach to the relationship between social justice and production efficiency, and social responsibility. Entrepreneurship reduces its costs through human, social, and symbolic capital, which is manifested in positioning strategies such as Six Sigma Plus Lean Manufacturing, the orientation of corporations to a “bottom-up” philosophy and communication in order to better understand ordinary people, and the mass personalization of the experience economy.

9. A study of the genesis of the peculiarities of positioning entrepreneurship in the conditions of a transforming Russian society based on the theory of structuration shows that they are generated by the following factors: cultural and historical traditions of Russian society, the contradictory nature of the mentality, combining activity at the limit of possibilities and complete passivity, the administrative nature of the market ( for oligarchs), in the institutional aspect, the presence of elements of “life according to concepts” and not according to the law, attempts by entrepreneurs to “privatize the state”, and corruption with the bureaucracy are essential. The influence of internal factors and globalization in general orients entrepreneurship towards the acquisition of social capital inside and outside the corporation - the source of innovation, more valuable than competition, which requires new positioning strategies.

10. The positioning of the layer of Russian entrepreneurship in the minds of various social groups shows its ambiguity, which is determined by the position and status of a particular social group. The positioning strategy of Russian entrepreneurship is to emphasize its social activities in the production and reproduction of such an important aspect of human potential, which goes beyond the scope of direct production and covers all spheres of people’s life, as the quality of interaction and relationships between people in society. The positioning strategy will be effective only if entrepreneurship in Russian society bears social responsibility for its activities, which will contribute to the development of human and social capital and facilitate access to various types of social resources.

11. The impact of globalization on Russian society, its transformation into a knowledge society, whose potential is expressed in the ability to influence the future, is manifested in the strengthening of the positioning of entrepreneurship and its social responsibility. Global transformations determine the development of Russian society in the direction of the civilization of entrepreneurship; they change its vector of development through the formation of universal value orientations and normative guidelines for a “global civil society.” Related to these circumstances is a strategy for positioning entrepreneurship in the environment of a transforming Russian society and the global economy, the ultimate goal of which is sovereign democracy, human security and well-being.

Scientific and practical significance of the research. The results of the work are of significant interest to representatives of government bodies, managers, entrepreneurs, media workers, sociologists, political scientists, ethicists, legal scholars, and cultural experts. They can be used in teaching courses in sociology, sociology of law, economic sociology, political science, social philosophy, and cultural studies.

Approbation of work. The results of the dissertation research were presented at scientific and practical seminars of the Department of Sociology, Political Science and Rights of the Institute for Retraining and Advanced Training of Teachers of Social Sciences and Humanities of the Southern Federal University, and discussed at All-Russian and regional scientific conferences, as well as at the Second All-Russian Sociological Congress “Russian Society and sociology in the 21st century: social challenges and alternatives”, and at the Third All-Russian Sociological Congress “Globalization and Social Changes in Modern Russia”, at the international conference “The Role of Ideology in Transformation Processes in Russia: National and Regional Aspects”. They are also reflected in two special courses given by the author in the educational process of the Kamensk branch of SRSTU (NPI). The research materials are reflected in 18 scientific publications, with a total volume of 20.27 pp.

Work structure. The dissertation research consists of an introduction, four chapters, each containing three paragraphs, a conclusion, and a list of references.

CONCLUSION

As a result of the dissertation research, the following results were obtained.

At the beginning of the 21st century, transformations are taking place in the business environment and its positioning (position) in Western (and Russian) society, which is due to a number of factors: firstly, the emergence and strengthening of the position of the global economy; secondly, the transformation of the industrial economy and society into an economy based on knowledge and information; thirdly, the transformation of the enterprises themselves; fourthly, the emergence of cyber corporations. The positioning of entrepreneurship in the most diverse societies of the modern world, including the Russian one, is significantly influenced by global transformations that relate to various aspects of the life of society. Globalization processes show that the world is now rapidly moving towards a new industrial revolution, “the coming industrial revolution” (S. Nardel). This is manifested primarily in the ever-increasing economic interdependence of developed countries that have embarked on the path of transformation of their economies, which is characterized by a rapidly increasing volume of cross-border transactions of goods, services, capital and widespread diffusion of technologies. The basis of the new industrial revolution is * the interaction of such key technologies as microelectronics, nanotechnology, computer technology, telecommunications, robotics, the creation of new materials with predetermined properties, biotechnology, artificial intelligence. At the level of such revolutionary shifts, the positioning of entrepreneurship must change not only at the national level, but also at the level of the region, city, individual enterprise, and even everyone engaged in entrepreneurial activity.

Despite the fact that today globalization is transforming many societies in the fields of politics, economics, culture, communication, migration, ecology, war and international law, the positioning of entrepreneurship depends on the cultural traditions of a particular civilization, it turns out to be different in the European Union, China and Russia . Culture in various forms of manifestation modifies the standard rules of entrepreneurship and leads to the emergence of economic systems and, accordingly, the position of entrepreneurship in society, which differ significantly from those provided for by the theory of general market competition. This means that the positioning of entrepreneurship is determined not only by the general principles of the functioning of a market economy, but also culturally predetermined, i.e. Western or Eastern culture sets the position of entrepreneurship in society.

The positioning of entrepreneurship in a number of societies of the modern world depends on a number of global trends and sociocultural factors; it is closely related to the rapid development of the latest technologies, which underlie the emerging technological base of the information, or information-industrial, society in developed countries. In the conditions of an information-industrial society, the economic capital of entrepreneurship necessarily operates only in the eufeminized form of symbolic capital” (P. Bourdieu). This means that the positioning of entrepreneurship in the information society with its individualized and knowledge-intensive production is determined not only by the presence of economic capital, but even more by symbolic (social, cultural) capital. In other words, the positioning of entrepreneurship is closely related to the mission, reputation, prestige, and image of entrepreneurship, which gives it the opportunity to implement soft methods of achieving dominance in society. This also applies to Russia, where the same trends of globalization and the influence of sociocultural traditions are manifested. The very positioning of entrepreneurship largely depends on its competitiveness, on its innovative activities, which require a new approach to the relationship between social justice and production efficiency, overcoming significant social inequality, increasing social capital and ensuring the economic security of the country. The lack of social capital entails an increase in conflicts in society and a decrease in production efficiency, contributing to the strategic instability of society, which to a large extent affects the positions of entrepreneurship.

The positioning of entrepreneurship in a globalizing Western society depends primarily on the dynamism and creativity of multi-level labor, the subjects of which are a person (individual level of labor), an enterprise (local level of labor), society (national level of labor) and a global (world) level of labor. Now, as we know, three important aspects of labor are distinguished: the communicative labor of industrial production, newly included in information networks, the interactive labor of analyzing symbols and solving problems, and the labor associated with the production of affects and their manipulation. This new nature of work ultimately determines the positioning of entrepreneurship at the global level and down to the enterprise level.

The positioning of entrepreneurship is an integral multidimensional socio-economic and socio-cultural phenomenon, which is subject to the laws of social development and the functioning of vertical hierarchical and horizontal network connections in organizations of Western society. The positioning of entrepreneurship is determined by certain sociocultural conditions generated by social and cultural traditions, mentality and mentality of society; its modifications depend on the type of society (Eastern or Western, to which the institutional X- or Y-matrix corresponds), and is fixed in entrepreneurship strategies and social attitudes.

The dissertation research substantiates the working hypothesis according to which the positioning of entrepreneurship is a multidimensional, multi-layered phenomenon of the functioning of business entities, the essence of which consists in active and systematic independent and responsible innovative activities in capital management, aimed at making a profit by influencing the consciousness of potential subjects of consumption and the use of a social position in society and carried out in conditions of risks and uncertainty of a globalizing society, this is the ability of entrepreneurship, through modification, to achieve competitive advantages in the context of a stratified society. This hypothesis makes it possible, within the framework of socio-philosophical analysis using the method of social constructivism, to reveal the features of the positioning of entrepreneurship in the conditions of a number of societies being transformed under the influence of globalization, including Russian society.

It is shown that the features of positioning entrepreneurship in the context of globalization with its information technologies are as follows: 1) the basis of the long-term nature of entrepreneurial activity is the moral factor, which is associated with the participation of individual consumers in it; 2) transition from a society of mass consumption to a society of individual consumption; 3) individualized communication of entrepreneurship with target consumer groups;

4) the need to take into account the need of individuals for strong emotions;

5) the tendency of individuals towards luxury; 6) the increasing manifestation by individuals of the need for creativity, which requires the theatricalization of entrepreneurial activity; 7) multicultural nature of consumption.

The conceptual and methodological basis adequate for the socio-philosophical study of the positioning of entrepreneurship in the social structure of societies of the West, Russia and the East is the activity approach, the theory of social stratification and the sociological structural-functional theory in combination with the paradigm of globalization as a deeply differentiated process, covering through social, political and economic almost the whole world is active. Social stratification theory describes structured differences between groups of people, which provides insight into social inequality. Here we are talking about the theory of a layered, stratified structure of society, which complements the theory of the class structure of society. Thanks to this complementarity, sociology receives not a unilinear model of social structure, but a “volumetric” model that has a solid empirical sociological basis. That is why the theory of social stratification makes it possible to analyze the positioning of entrepreneurship in the conditions of a dynamically developing modern information society. Entrepreneurship itself and its position in the social structure of society grow on the basis of a market economy, conditioned by specific historical phases of the evolution of society with its inequality.

The next methodological basis for analyzing the positioning of entrepreneurship is the sociological structural-functional theory developed by the American sociologist T. Parsons. It represents a theoretical meta-model of society, which covers the structure and functions that are considered common to all social systems, namely: the adaptation function, the goal achievement function, the integration function, the function of structure reproduction and removal. It is significant that the listed functions of adaptation, goal achievement, integration and reproduction of the structure, especially in the conditions of a modern globalizing society, cannot be implemented without the functioning of entrepreneurship, which occupies significant positions in the social structure of society. To understand the positioning of entrepreneurship, it is necessary to combine the theory of social stratification and sociological structural-functional theory with the paradigm of globalization as a deeply differentiated process that, in its economic, social and political dimensions, has covered almost the entire world.

Another conceptual and methodological basis for analyzing the positioning of entrepreneurship in the social structure of society is the space of new sociologies with its constructivist approach, according to which the subject of sociology is neither society nor individuals presented as separate entities, but relationships between individuals (in the broad sense, not only face-to-face interactions), as well as objectified worlds that individuals produce and which serve as their foundations, being constitutive at the same time for individuals and for social phenomena. Here we are talking about the fact that from a constructivist position, the relationships between individuals as wholes and the worlds of values generated by them, which, in turn, constitute the existence and functioning of individuals and society, are essential. We should not forget the fundamental circumstance according to which it is man who acts as the fundamental link of all formations of a social nature of higher ranks, starting with a social microgroup and ending with humanity. It is the theory of the social construction of reality that allows, as a methodological basis, to show how, in the context of globalization, the objectification of the ideas of entrepreneurship occurs, how it, in the form of the phenomenon of entrepreneurship and its position, has an impact on the life of social groups and the whole society.

The third conceptual and methodological basis for analyzing the positioning of entrepreneurship in the social structure of society is the position on the phenomenon of entrepreneurship, the essence of which is capital management for the purpose of making a profit. For this purpose, an approach was used that allows us to adequately consider the complex social phenomenon of “entrepreneurship” and is based on the subjective theory of entrepreneurship, when entrepreneurship is considered not as a universal attribute of human activity, but as a specific activity for the implementation of certain functions that arose as a result of the social division of labor, which allows the difference between the socio-economic essence of entrepreneurship and capital management. This approach to understanding capital plays a significant role in the developing concept of entrepreneurship, since the latter is considered as the management of capital of any type, while in a number of concepts of entrepreneurship, even very modern ones, the management of cultural, symbolic capital falls out of the field of view of researchers. The presented conceptual and methodological foundations for analyzing the positioning of entrepreneurship in the social structure of society make it possible to use them in further consideration of this complex social phenomenon.

The dissertation research shows the importance of such organizational and managerial means in positioning entrepreneurship in the social structure of a modern globalizing society, such as mission, prestige, reputation, competitiveness of organizations, success, corporate brand and loyalty in the functioning of companies. In a globalizing society, such a means of positioning entrepreneurship as a mission is of considerable importance. It acts as an effective means of strengthening the positioning of entrepreneurship, where the management of capital for the purpose of making a profit must take into account its significance for society and its members.

Another means of this kind is the concept of a brand (brand), which has become widespread in entrepreneurial activity and characterizes its position in society. It is quite natural that the growing importance of an organization’s mission in modern society is reflected in the increasingly widespread concept of integrated branding. The socially constructed, symbolic reality of the information society includes not only the ideas of the brand and the mission of the organization, but also the associated concepts of “reputation”, “prestige”, “image”, “success”, etc. Now the concept of “reputation” has expanded its content and become apply to the company and is practically identified with the category of “social responsibility”. This means that reputation can be managed - it is quite natural for the emergence of such a special type of PR activity as reputation management.

The prestige of the company also acts as an organizational and managerial means of positioning entrepreneurship in the social structure of the information society. As is known, prestige is understood as a system of institutionalized role-based generalized indicators that have strategic, structural significance for a given society. The basis of the mechanism of prestigious assessments are social factors, or more precisely, the multilateral interdependence of people that arises in the process of joint life activities, in the process of achieving common goals. In a certain sense, the level of prestige is a product of the coordination of cultural norms, values, and patterns of behavior. Prestige is formalized in symbols, which are special insignia, means of expressing and recording prestigious assessments. Symbols of prestige in public opinion are fixed as indicators, indicators of the position of a company, corporation, or organization. Since public opinion is inert, the possession of symbols of prestige soon becomes a sufficient basis for enrolling an organization in one or another niche of the total network global market. In the public consciousness, a company that has prestigious symbols is automatically endowed with all the attractive features, the advantages of status, with all the ensuing consequences. This creates the opportunity to manipulate public opinion, appropriating symbols of prestige and illusory ways of achieving recognition, encouragement, and respect, which affects the positioning of entrepreneurship.

Another organizational and managerial means that characterizes the positioning of entrepreneurship in the social structure of a globalizing society is the competitiveness of corporations, firms, companies and organizations. The high competitiveness of business structures and organizations can favor the establishment of new consumption standards in the global community and society, which is clearly manifested, for example, in the emergence of the “new luxury” phenomenon. In turn, luxury, which is a trend in the development of the global economy, sets the standards of tomorrow for many members of society, helping to improve their well-being. In addition, the competitiveness of the organization contributes to the development of lean production, i.e. production focused on creating value at the lowest cost.

The mission, prestige, brand, and reputation of an organization really provide a strategy for its competitive activities, which is aimed at achieving success as another indicator of the positioning of entrepreneurship in the social structure of the information society. Effective ways of professional and personal self-realization give employees of the organization the opportunity to achieve full success. In conditions of instability, many organizations are guided by the principle of winner-take-all competition and devote all their efforts to achieving a specific goal. However, this understanding of success is inherent in the Anglo-Saxon version of capitalism, while in the Rhenish (European) model of capitalism there is a different interpretation of the success of the organization.

An important organizational and managerial means of positioning entrepreneurship in the social structure of the information society is loyalty in business activities. The Internet has made it possible for modern analysts to explore the problems of loyalty in the economy using the example of many industries; The research information base has expanded significantly and software has appeared that allows one to analyze * the dynamics of the value of sustainable business relationships. The concept of loyalty in economics has become generally accepted; today, most top managers believe that loyalty has economic meaning. It turns out that achieving sustainable company growth rates and planned sales profitability is impossible without creating a large group of loyal consumers, although there is still an outdated stereotype among company executives that winning consumer loyalty is possible without winning the loyalty of key company employees.

The positioning of entrepreneurship in the “social structure of society is ambiguous depending on the type of social structure. This means that the positioning of entrepreneurship in the social structure of society has a correlation with the attitude towards the wealth created in society, when the relationship between entrepreneurship and the state is largely determined by their ability to manage” free resources" refers to material resources and services that are not associated with mandatory distribution in primary ascriptive groups. Free resources in the process of exchange take the form not only of capital and land, but also of power, prestige or knowledge.

The positioning of entrepreneurship in the social structure of society cannot be studied without referring to such foundations as personal-anthropological, social and cultural. The study of the phenomenon of entrepreneurship assumes as the initial methodological basis the principle of unity and interaction of order and chaos, due to the fact that it is the human personality that acts as a system-forming factor in society and culture. The rapid development of the latest technologies (biotechnology, neuropharmacology, information technology, etc.) and the emergence of such areas that are involved in extending human life, rejuvenating him, preserving health, which requires certain financial capabilities, force us to read the problem of the personal basis of positioning entrepreneurship differently.

The positioning of entrepreneurship in the social structure of society has its own social foundations; currently, these are the existing models of a market economy and TNCs. Now the world is being drawn into a crazy race - a competition to grab a place in the sun of the global information economy, which determines the positioning of entrepreneurship in the social structure of certain societies. This means that the positioning of entrepreneurship in the social structure of society depends on the place that entrepreneurship occupies in the context of the global economy.

Cultural determinants play a significant role in the positioning of entrepreneurship in the social structure of society, since culture is its “other” of society. Culture is a set of stable forms of social interaction, based on norms, values, stereotypes and patterns of behavior transmitted from generation to generation. Under certain conditions, culture can appear in the form of capital, which is wealth in the form of knowledge or ideas that give legitimacy to status or power. If we talk about cultural capital, then the owner of greater or lesser cultural use values (values) - education, creative abilities, literary gift, etc. - becomes the owner of cultural capital when he includes these values in the process of market exchange, transforms them into values and, as a result of the exchange, acquires greater economic power or greater capital. The forms of cultural capital are science, art, religion, philosophy and other specialized areas of culture. The cultural determinant of the positioning of entrepreneurship in the social structure of society is manifested in such a socio-cultural function of entrepreneurship as the reproduction of a specific entrepreneurial and generally innovative subculture.

The positioning of entrepreneurship in the social structure of Western society has its own aspects in the context of global transformations of society. The first aspect is directly related to the society of general institutional risk, when risky capital management cannot be limited only to making a profit. The second aspect is the social responsibility of entrepreneurship related to competition, production efficiency, social inequality, human capital and innovative development. The third aspect stems from the nature of the information society (knowledge society), the functioning of which leads to the emergence and spread of cyber corporations and virtual organizations.

The positioning of entrepreneurship in the conditions of a transforming Russian society has its own characteristics, which are determined by the cultural and historical traditions of Russian society and the contradictory nature of the mentality, as well as the genesis of entrepreneurship. The specificity of the phenomenon under consideration is also due to the fact that in Russia the institutional X-matrix dominates, which is now supplemented by elements of the institutional Y-matrix. The features of the positioning of entrepreneurship in the context of the impact of globalization on Russian society, which is transforming into a knowledge society, are shown, which helps strengthen the position of entrepreneurship and imposes social responsibility on it. Global transformations are orienting the development of Russian society towards a civilization of entrepreneurship, which should lead to sovereign democracy, security and human well-being. This determines the effective functioning of entrepreneurship and the strengthening of its positions, which is inextricably linked with its importance in the social space of the transforming Russian society. The results obtained can serve as the basis for further research into the phenomenon of entrepreneurship and its positioning in a dynamically developing globalizing industrial and information society.

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19. Braudel F. Exchange games. M., 1988.19,20,21,22,23,24,25,26,27

entrepreneurship. The comprehensive use of all the marketing tools developed by that time began. The central link of this toolkit was the 4P matrix: product, price, place, promotion (from the English product, price, place, promotion) - and the FOSSTIS program - demand generation (FOS) and sales promotion (STIS). In fact, a market window has opened for every company

22.1. International financial business: concept, evolution and participants
entrepreneurship, in which the subject of purchase and sale is money (currency) and securities. The demand for monetary resources and capital arises due to the limited and insufficient financial resources. Money (currency) is sold by banks to entrepreneurs or provided to them on credit. The bank's profit arises from the difference between the purchase and sale prices of the currency or

25.1. The essence of internationalization of banking and banking systems
entrepreneurship very different in different countries. This is explained by a number of factors: the situation in the real and financial sectors of the national economy, which determines the demand and supply of banking services in the country, including the need for import and export of these services; the general state of foreign economic relations, the role of the country in the general world system economic connections; character

1.6. Main stages in the development of economic theory
entrepreneurship! . Thus, it can be stated that the new stage in the development of economic science is directly related to the development of production that contributes to the achievement of wealth of nations. Economic theory has transformed from a political guide to action into a fundamental science. A new economic school has emerged - the school of English classical political economy, which

1.2. DRIVING FORCES AND FACTORS OF GLOBALIZATION OF THE WORLD ECONOMY
entrepreneurship. If in 1970 there were only 7.3 thousand TNCs in the world with 27.3 thousand of their foreign branches, then in 2001, according to the World Investment Report (2002), prepared by UNCTAD experts, the total number of transnational corporations was There are about 65 thousand, and the number of their branches is 850 thousand. About 54 million workers were involved in the foreign branches of TNCs, and the volume

GLOBAL CORPORATIONS
entrepreneurship. Individual markets and national economies have become more interdependent. To maintain their competitiveness, TNCs are constantly fighting to reduce costs, improve consumer qualities and new products, and update production. Thanks to the development of new technological and management technologies, TNCs are achieving more efficient use of resources,

12.2. THE PROBLEM OF PUBLIC CONTROL IN A MARKET ECONOMY AND THE SPECIFICITY OF THE PUBLIC SECTOR UNDER GLOBALIZATION
entrepreneurship broad sections of the population in less developed countries, etc.). Most likely, changes will be required in the positioning within the global social system of those international institutions that currently exist (primarily UN institutions), as well as, possibly, the creation of new ones. Thus, recently proposals have often been put forward to democratize the UN, as well as

Glossary
entrepreneurship- a system of economic, social, organizational, legal and political provision of the environment by the state for the sustainable development of modern entrepreneurship. State regulation of the social sphere - regulation by state authorities and management of the functioning of industries and types activities social sphere. It assumes

References
entrepreneurship in the Russian Federation" // Economy and Life. 1995. No. 25Ch26. 11. Federal Law of the Russian Federation "On Amendments and Additions to the Law of the Russian Federation "On Collective Agreements and Agreements", October 20, 1995 // Russian newspaper. 1995. December 05. 12. Law of the Russian Federation “On the procedure for resolving collective labor disputes” of October 20, 1995 // Rossiyskaya Gazeta. 1996. January 20. 13. Law of the Russian Federation "On

1.6. Legal foundations and legal support for state management of economic objects, processes, relationships
entrepreneurship. 26 Another fundamental aspect of the relationship between law, laws that establish the framework, powers, types, methods of state management of the economy, and the realities of this management observed in Russian life concerns the area of practical action of laws and other legal norms, their application, compliance by people, organizations, institutions, including authorities

PENZA STATE UNIVERSITY
Department of ECONOMIC THEORY AND WORLD ECONOMY

Coursework on world economics
on the topic: Entrepreneurship in the context of globalization of economic life.

student
Scientific supervisor

2010.
Content

Introduction

Currently, the trend of increasing development of globalization is obvious. Globalization is a process that covers literally all spheres of human life. In particular, economic globalization, which will be discussed later, is the process of transforming the world economy into a single market for goods, services, labor and knowledge; we can also say that economic globalization is a further development of internationalization, its higher stage.
In this regard, it is worth saying that both the world economy and national economies were naturally prepared for this process: scientific and technological revolution, the development of the transport and logistics sector, and the emergence of modern telecommunications played a significant role.
The main driver of economic globalization processes are transnational companies that are able to combine financial resources, modern technologies, trade, management and production processes in one hand. The intensification of their activities on the threshold of the 21st century led not only to the globalization of their economic activities, but also of the entire world economy. Assessing the scale of modern TNCs, it must be said that the goals and methods of their business activities differ significantly from the goals and methods of traditional enterprises (firms).
The process of economic globalization is inevitable; it is a natural stage in the development of the world economy. Nevertheless, there are different approaches to its assessment: both positive and negative. This interest in economic globalization once again confirms the relevance of this problem. Countries following the path of integration into the world economy need to take into account these positive and negative aspects in order to extract maximum benefits for the national economy and domestic economic entities. Currently, this issue is also relevant for the Russian Federation.
In the context of economic globalization, a number of questions arise about doing business. What are the specifics of doing business? What is the role of an entrepreneur in modern conditions? What are the goals of entrepreneurial activity in the new rules of the game? Many other questions also arise related to economic globalization processes and the business sphere. Some of these questions will be answered during the coursework.
The purpose of the course work is to examine the sphere of entrepreneurship in the process of globalization of the economy. To explore the topic, it is necessary to consider the functioning of firms and their goals in an open economy, characterize the process of economic globalization, and consider the essence and activities of modern TNCs. In this regard, the following tasks are formed: explaining the process of economic globalization, examining the activities of TNCs using the example of Russian and foreign companies.

1 Entrepreneurship in an open economy

1.1 Theoretical ideas about entrepreneurial activity and its goals
The history of entrepreneurship research begins with the works of the 19th century English economist R. Cantillon, who considered entrepreneurship as the attitude of market actors regarding the purchase and sale of goods, while noting the importance of such abilities as the ability to foresee events, take calculated risks and be responsible for the consequences of decisions made. But already A. Smith associated entrepreneurship primarily with production activities, considering it as a means of generating income. The need for the ability to connect and combine factors of production for the success of entrepreneurial activity was first pointed out by J. B. Sey. He put forward the ability to organize participants in the production process and manage them in the process of achieving a goal as the main factor in extracting entrepreneurial income. The American economist F. Walker pointed out the combination of two different functions in entrepreneurial activity - the function of the owner of an enterprise, organizing production in order to generate income, and the function of the owner of capital, who has the right to use the profits received as interest on invested capital.
A significant contribution to the development of the theory of entrepreneurship was made by the Austrian economist J. Schumpeter, who linked the receipt of entrepreneurial income with innovation. Therefore, he considered the ability to innovate to be the defining characteristic of an entrepreneur. By effectively using innovations of a technical, technological, organizational, managerial and marketing nature, the entrepreneur achieves those changes in the extended production cycle plus distribution that provide him with additional income. It is characteristic that, according to Schumpeter, an individual remains an entrepreneur only as long as he remains an innovator, and immediately ceases to be an entrepreneur as soon as his activities become routine. He believed that an entrepreneur could be not only an owner, but also a hired manager; a sign is the innovative nature of the activity.
The question of the source of additional income has always been central to identifying the essence of entrepreneurship. A. Thunen and F. Knight associated it with the ability to predict the prospects for the development of production and consumer demand, which ensures the receipt of income. According to F. Hayek, the essence of entrepreneurship comes down to the initiative activity of the subject, therefore anyone who is able to find favorable opportunities to start a business can be an entrepreneur. The authors of the famous textbook “Economics” K. McConnell and S. Brew consider entrepreneurial talent as a special human resource to be the main quality in the personality of an entrepreneur. 1
So, entrepreneurship can be defined as an economic resource, which should include entrepreneurs, entrepreneurial infrastructure, and entrepreneurial ethics and culture. There are many other definitions of entrepreneurship; the following definition is given by American economistsRobert Hisrich and Michael Peters. Entrepreneurship -is the process of creating something new that has value, and an entrepreneur is a person who spends all his energy on it and takes risks, receiving money and satisfaction with what he has achieved as a reward.
The unique meaning of entrepreneurship lies in the fact that it is thanks to it that economic resources - labor, land, capital and knowledge - come into interaction. The skills of entrepreneurs, initiative and risk, in a market economy, allow for the most efficient use of resources, which ultimately should lead to economic growth. The experience of developed countries with market economies shows that many economic achievements, such as economic growth rates, investment volumes, and the use of innovations, directly depend on the realization of entrepreneurial potential. As is known, entrepreneurial abilities are most effectively realized in a liberal economic system with established entrepreneurial traditions and relevant legislation. It is worth noting that the successful implementation of entrepreneurial activity primarily depends on the entrepreneur himself: his qualifications, level of education, ability to make decisions, ability to respond flexibly to changing situations, and take responsibility. 2
So, the main goal of entrepreneurial activity is to maximize profits. If we consider the activities of an enterprise, its goals are to satisfy social needs and maximize profits. Modern market relations require a reasonable combination of both goals. Conducting business activities contributes to the saturation of the consumer market with goods and services, changes in the structure of the economy, and stimulates the introduction of scientific and technical achievements. The ultimate goal of the company is to strengthen its position in the market, primarily through maximizing profits. The flip side of profit maximization, and one of the goals is to minimize losses. It should be noted that while focusing on a high positive result, in the short term the company may incur losses associated with risks that are an integral part of business activity. 3
1.2 Goals of business in an open economy
Conventionally, national economies can be divided into open and closed. A closed economy (in its pure form) is an economy that is not included in the international division of labor, does not export or import goods and services, does not participate in the international movement of factors of production, and is outside international financial relations. 4 It represents an economic system in which all business transactions are carried out within the country, and payments are made in the national currency. In a closed economy, the country’s foreign economic relations are either absent or strictly metered, and foreign economic policy is clearly restrictive. We can say that a closed economy is an economy whose development is determined solely by internal trends and does not depend on global economic trends. This kind of economy is also called autarky. Autarky isthe economic isolation of one country from other countries, the creation of a self-satisfying closed economy within a separate state. In its pure form it existed in a subsistence economy. Currently, examples of countries with closed economies are Cuba and North Korea. The vast majority of countries in the world are countries with open economies. An open economy is an economy in which all subjects of economic relations can, without restrictions, carry out transactions on the international market for goods, services, capital and other factors of production. Unlike a closed economy, there is freedom of foreign trade transactions, a free exchange rate is established, and regulation occurs through foreign exchange reserves and standards. An open economy means that countries actively participate in MRI, export and import a significant share of manufactured goods and services, and export and import factors of production (labor, capital, technology). 5
However, this division is arbitrary: there are no completely open economies in the world, so they often talk about more open and less open economies. Thus, the Russian economy is more open than the Chinese one, judging by the level of tariff rates on imported goods, the share of these goods in the domestic market, and other indicators. But for simplicity of presentation in this matter, we will adhere to this classification of national economies.
Having briefly looked at these two types of economies, it is worth noting that the way enterprises operate in a closed and an open economy differs. Firms in a closed economy are aimed at creating a product for the domestic market, for domestic consumption. In an open economy, businesses can be represented on the global market. Thus, a company that produces products or provides services for sale abroad becomes part of world economic relations, a participant in the world market. Such activities of firms are called international entrepreneurship.
International entrepreneurship is free economic management in various fields of activity on the world market, which is carried out by subjects of foreign economic relations in order to meet the needs of specific consumers and society as a whole for goods, works, services and profit. International entrepreneurship is primarily associated with the effective use of all factors of production for the purpose of economic growth of the enterprise.
Entering a foreign market is most often associated with the growth of an entrepreneurial firm and is one of the most promising strategies for its further development. At the same time, this is another opportunity to initiate a new business, requiring special “global thinking.” Accordingly, there are two ways of internationalization of business structures: “internationalization from creation” (international-at-founding) and “internationalization as a stage” (international-by-stage).
International entrepreneurship as a phenomenon reflects the entire set of foreign economic relations associated with the organization by entrepreneurs of their business, with the production of goods, the performance of work or the provision of services and obtaining the desired result in the form of profit. International entrepreneurship objectively reflects the entire system of relations that entrepreneurs have on the world market with each other, with consumers, with suppliers, with banks and other entities of the world market, with employees, with the state represented by the relevant executive authorities. At the same time, international entrepreneurship reflects the commodity nature of such relations, which are implemented on the basis of the economic laws of the world market (demand, supply, competition), as well as all instruments of commodity production and circulation.
In the modern world economy, international entrepreneurship as a set of entities performs the following functions:

The general economic function is determined by the role of business organizations as subjects of the world market. Entrepreneurial activity is aimed at producing goods and bringing them to specific consumers, which predetermines this function. International business activity is carried out under the influence of the entire system of economic laws of the world economy. The development of international entrepreneurship is a certain condition for economic growth, an increase in GDP and GNP, which is also a manifestation of the general economic nature of the function;

Resource function. The development of entrepreneurship presupposes the efficient use of resources, which refers to all material and intangible conditions and factors of production (primarily labor, natural resources, land, means of production and scientific achievements). The greatest success in modern conditions is achieved by an entrepreneur who generates scientific and technical ideas, uses highly qualified labor and efficiently consumes resources;

Innovation function - entrepreneurial activity involves not only the use of new ideas, but also the development of new means and factors to achieve set goals;

The organizational function is manifested in making a decision about organizing one’s own business, about its diversification, i.e., about creating a new business entity on the world market;

Social function - manifested in providing every capable member of society with the right to be an owner, to demonstrate their talents and capabilities in this area. At the same time, new layers of society are being formed, the number of economically and socially dependent employees is increasing;

Political function - exercising political influence on international processes through associations and unions of entrepreneurs.

1.3 Main characteristics of economic globalization
Over the past 30 years, the world economy has seen rapid development of integration processes that have reached the highest degree of their development. Thus, in the modern world, countries, in the process of their development, are obliged to take into account the priorities and norms of behavior of other participants in world economic relations. This phenomenon in modern economics is commonly called globalization. The term globalization was introduced by the American sociologist R. Robertson, who in 1985 gave an interpretation of the concept of “globalization”, and in 1992 outlined the foundations of his concept in a book. Some scientists consider this process to be one of the stages in the development of capitalism. Globalization is a natural process of strengthening world economic ties; it was preceded by the processes of internationalization and integration of the world economy.
So, economic globalization is the process of transforming the world economy into a single market for goods, services, capital, labor and knowledge. Thus, the phenomenon of globalization implies the existence of an open, integrated world economy. The process of globalization of the economy has many features, partly it can be characterized by the following features.
Firstly, modern economic conditions are characterized by the deepening internationalization of production, which is manifested in the joint production of the final product by representatives of many countries of the world. The organizational form of internationalization of production is transnational companies (TNCs). According to the UN, as of 2009, there were about 82,000 parent multinational corporations in the world, which control about 810,000 of their subsidiaries and branches abroad. More than 65% of the assets of the 100 largest companies in the world are located outside the home country of the parent company. 7 Transnational corporations account for over a third of the world's gross product.
Another characteristic feature of the global economy is the internationalization of capital, manifested in an increase in foreign direct investment and the internationalization of the stock market. Moreover, the amounts with which transactions are carried out on the securities markets are many times greater than the capital actually used in commercial activities.
The third feature characteristic of the global economy is the increase in the scale of international labor migration, both real and virtual. Third World countries serve as a source of unskilled and low-skilled labor for developed countries. In the 1980s, 83% of legal immigrants arriving in the United States were of Asian or Hispanic origin and generally had little education. In the 90s, significant
the number of citizens of European countries lived outside national borders, including in Germany - 1.7 million people, in France - 1.3 million people. At the same time, the total number of foreign workers arriving from outside the European Community exceeded 10 million people. At the same time, modern telecommunications technologies make it possible to overcome government restrictions on immigration processes. Any company in a developed country can entrust the work to a contractor located in another country and quickly receive results via the Internet.
Another characteristic feature of the global economy at present is the increased internationalization of the exchange of goods and services based on the deepening of the international division of labor. The volume of trade turnover of all countries of the world from 1950 to 1992 increased from 0.3 to 3.5 trillion. dollars. Moreover, the service sector, which is developing faster than the sphere of material production, is becoming an increasingly important area of international cooperation. If in 1970 less than 1/3 of foreign direct investment was associated with the export of services, now this share has increased to 60%, with intellectual capital becoming the most important product on the world market. 8
And finally, characterizing the process of globalization of the economy, one cannot help but point out the formation of a worldwide material, organizational, socio-economic infrastructure that ensures the implementation of international cooperation.

2 The impact of globalization processes on business activities

2.1 Transnational companies: definition and essence
The process of formation of the modern world economy and the processes of economic globalization are closely related to the activities of transnational corporations (TNCs). It is TNCs that are able to combine financial resources, modern technologies, trade, production processes and management under a single command, effectively using all these factors in order to achieve maximum efficiency in the production and marketing of their products. 9
The definition of TNCs refers to enterprises that own or control production or service complexes located outside the country in which these corporations are based. They have an extensive network of branches and offices in different countries and occupy a leading position in the production and sale of a particular product; as a rule, they have a joint-stock form of organization.
The term "transnational corporation" as a generally accepted one began to be used only in 1960. The world's first transnational companies (whose structure and role were similar to modern TNCs) were the British East India Company and the Dutch East India Company, founded at the beginning of the 17th century. In the early stage of monopolization of production and capital, there were predominantly multinational corporations (MNCs). They were formed as trusts, concerns and other production associations, which were international firms not only by the nature of their activities, but also by the structure of capital formation and control over it. MNCs unite national companies of two or more countries on a production, scientific and technical basis. Examples of multinational corporations include the Anglo-Dutch chemical concern Unilever, which has existed since the beginning of the twentieth century, the Anglo-Dutch concern Royal Dutch Shell, the Anglo-Italian rubber concern Dunlop Pirelli, and the Italian-French automobile concern Fiat. Despite the fact that multinational corporations historically arose earlier than TNCs, they did not become as widespread and influential as TNCs. This can be explained by the multinational nature of the capital on which such companies are based, as a result of which no one country occupies a dominant position in production. Transnational companies act differently: by placing subsidiaries in other countries, they make it available to purchase shares of the parent and subsidiary companies, which represent the ownership of the company. 10
TNCs have gone through a number of stages in their development.
Stage 1 - colonial raw materials TNCs (first generation TNCs) - operated within the boundaries of the colonial empires or spheres of influence that existed at that time.
Stage 2 is the period between the two world wars, when military transnational companies (second generation TNCs) come to the fore. Their activities were mainly related to the production of weapons, ammunition, and ammunition. The importance of these TNCs has not been lost even after World War II
Stage 3 – begins in the 60s of the 20th century. During this period, TNCs of the integration type (TNCs of the third generation) appeared, widely using the achievements of scientific and technological revolution to conquer sales markets, sources of raw materials, areas of capital investment by creating integration associations, focusing mainly on foreign economic activity. At the same time, there is a limited combination of elements of national and foreign production, sales of goods, management and organization of personnel work, research, marketing, and after-sales service according to uniform standards.
Stage 4 is associated with the emergence of a new trend in the development of TNCs - the emergence of fourth generation TNCs, or global TNCs, which will be discussed further. 11
A transnational corporation is a complex that uses an international approach in its activities and involves the formation of a transnational production, trade and financial complex with a single decision-making center in the home country and with branches in other countries. As a rule, TNCs are oligopolies. They have monopoly power to a greater or lesser extent, but they do not have complete freedom in making business decisions. They actively participate in the development and regulation of the international division of labor; They are characterized by relative independence of international capital movements from processes occurring in the country of origin of the parent company. 12 There are still debates all over the world regarding the definition of criteria that make it possible to separate TNCs from other firms. Because it is difficult to determine with certainty whether a company is taking an “international approach,” narrower definitions of multinational corporations are applied. Different studies use different criteria for defining multinational corporations. In general, similar qualitative criteria are used, but different quantitative criteria are used:

The number of countries in which the company is represented (minimum from 2 to 6 countries);

The minimum number of countries in which the company's production facilities are located;

Minimum amount of share capital of the parent company (from 100 million to 500 million US dollars);

A minimum share of foreign operations in the firm's income or sales (usually 10-25%);

Ownership of at least 25% of voting shares in three or more countries;

The multinational composition of the company's personnel, the composition of its senior management.

According to the UN classification, TNCs can be considered firms with an annual turnover of more than $100 million and branches in at least six countries. Later, this classification received several clarifications: the size of foreign assets and their share in the total assets of the company began to be taken into account, the share of foreign sales in the total volume of product sales and the share of foreign personnel in the total number of personnel of the company were taken into account.
Considering that the formulation of the concept of “transnational corporation” affects the interests of many states, the UN has supplemented the definition of the concept of TNC:

A company, regardless of legal form and field of activity, including units in two or more countries;

Within the decision-making system, pursues agreed policies and implements overall strategy through one or more leadership centers;

Its individual structural units are connected through ownership or in some other way in such a way that one or more of them can have significant influence on the activities of others, as well as share knowledge, resources and responsibilities with others.

Changes in quantitative and qualitative indicators, when companies are classified as transnational, influence the dynamics of the number of TNCs cited in annual UN reports. UN statistics initially considered only large firms with an annual turnover of more than $100 million, which had branches or subsidiaries in at least six countries, as international corporations. Currently, to these indicators characterizing the international status of the company, the level of the percentage of its sales carried out outside the home country, as well as the share of foreign assets in the total structure of assets, has been added. So, taking into account all the high criteria, the number of TNCs has already exceeded 80 thousand companies.
The most common reason for the emergence of transnational corporations is considered to be the internationalization of production and capital based on the development of productive forces that transcend national borders. The most important factor in the formation and development of international corporations is the export of capital. The reasons for the emergence of TNCs include their desire to resist fierce competition and the need to withstand competition on an international scale. The factor that influenced the emergence of TNCs is, of course, their desire to obtain excess profits. 13 For many factors, a business organization such as a TNC has a lot of competitive advantages. Among the main ones, it should be noted: the ability to more successfully overcome numerous trade and political barriers between countries and, accordingly, the associated risks; diversification opportunities; mitigation of market fluctuations; obtaining additional profit due to differences in the cost of resources, labor qualifications, legislation, taxation levels, environmental and other standards, etc.
etc.............

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