DEVELOPMENT OF HUMAN RESOURCES POTENTIAL OF ENTERPRISES AS A FACTOR OF INTEGRATION OF UKRAINIAN COMPANIES INTO VALUE ADDED CHAINS OF EU CREATIVE BUSINESS

Анотація

The article examines the role of the development of human resources potential of enterprises as a key factor in the integration of Ukrainian companies into the value-added chains of the European Union creative business. In the context of globalization, digital transformation, and the rapid development of creative industries, human capital becomes one of the most important strategic resources that determines the competitiveness and innovative capacity of enterprises. The study substantiates that the effective participation of companies in international value chains largely depends on the level of development of their personnel potential, including professional knowledge, creative abilities, digital competencies, and innovative thinking. The paper analyzes the essence and structure of human resources potential and identifies the key competencies necessary for the successful integration of enterprises into the European creative economy. Particular attention is paid to the role of continuous professional development and the formation of modern competencies that enable employees to adapt to the requirements of the global market and participate effectively in international cooperation. The study also highlights the main challenges faced by Ukrainian enterprises in the process of integration into EU value-added chains of creative industries. In order to overcome these challenges, the article substantiates the need to modernize professional education systems, develop dual education, strengthen cooperation between business, education, and research institutions, and introduce modern approaches to human resource management based on digital technologies and knowledge management systems. It is concluded that the development of human resources potential plays a decisive role in enhancing the competitiveness of Ukrainian enterprises and expanding their participation in international economic networks. Strengthening human capital and fostering creative and innovative competencies will contribute to the successful integration of Ukrainian companies into the value-added chains of the European creative economy.

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