DIGITAL INTANGIBLE ASSET MANAGEMENT STRATEGIES AS A FACTOR IN FORMING ENTERPRISE COMPETITIVE ADVANTAGES

Анотація

The article presents a comprehensive study of the essence, classification, and strategic role of intangible assets in the digital economy, where they constitute the primary driver of competitive advantage, innovative development, and sustainable enterprise value growth. It is substantiated that, under conditions of technological transformation and global digitalization, the share of intangible assets in the market capitalization of the world’s leading companies consistently exceeds 90–95%. This shift necessitates a reorientation of management approaches from traditional tangible resources toward the management of knowledge, intellectual property rights, digital platforms, data, algorithms, and brand capital. The concept of intangible assets is further elaborated as a multidimensional system encompassing structural, relational, human, analytical, and digital capitals, as well as their integration with technological innovations and business ecosystems. The study systematizes and extends the characteristics of seven key strategies for managing digital intangible assets – scaling, capitalization, protection, generation, ecosystem integration, orchestration, and adaptation – which collectively ensure the formation of sustainable competitive potential, increased market value, and enhanced operational flexibility of enterprises. A comparative analysis of management models is conducted across transnational corporations, medium-sized enterprises, and high-tech startups. This analysis reveals distinct managerial trajectories depending on business scale, asset structure, level of digital maturity, and intensity of innovation processes. Particular attention is devoted to the Ukrainian context, where digital companies such as Monobank, Uklon, BetterMe, and others demonstrate the effectiveness of flexible hybrid models for managing data, customer ecosystems, brands, technological platforms, and analytical tools. These companies develop highly competitive digital products capable of rapid scaling and maintaining long-term user loyalty even amid significant market turbulence. It is demonstrated that strategic management of intangible assets is evolving into an interfunctional corporate platform that synchronizes innovation, marketing, digital, and analytical activities, thereby laying the foundation for a new paradigm of economic value creation in the post-industrial economy.

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