A Traget-Oriented Approach to the Formation and Use of Soft Power in Business Development Management

In the context of intensifying competition using discriminatory measures in foreign trade, sanctions, fake products and news, business support and investment in the economy using “soft power” is becoming increasingly popular. Government regulation and infrastructure support of business activities is intended to reduce the negative effects of the above factors. “Soft power” is an element of the national policy that is meant to change the perception of the potential of conducting business in Russia by foreign entrepreneurs, investors, and consumers. The presented study examines the existing approaches to “soft power” and its potential economic application using a target-oriented approach. Aim. The study aims to show the genesis and role of “soft power” in government regulation and infrastructure support of entrepreneurship, to analyze major directions of “soft power” in the economy, and to simulate the conditions in the business support policy that are necessary to facilitate the development of investment and business. Tasks. In order to achieve the set aim, the authors analyze the development of the “soft power” concept in the modern science and determine the specific aspects of this development. They also examine the tools and resources of “soft power” and identify the problems and opportunities of successful implementation of “soft power” in order to improve the business attractiveness of the Russian Federation. Methods. This study uses a systems approach, classification of micro- and macroeconomic information, analysis and synthesis, scientific abstraction and aggregation, historical and logical, positive and normative approaches. Results. The results of the study prove that implementation of target-oriented approach projects with regard to “soft power” makes them an additional way of improving the attractiveness of the national and regional socioeconomic system; ensures project-based development of entrepreneurship and promotes investment in scientific and innovative technological solutions, including those involving digitalization; provides a program for the development of the major areas of economic application of “soft power”; creates conditions for sustainable economic development. Conclusion. The conducted study substantiates the necessity of implementation of a projectbased approach to using the “soft power” mechanism in government regulation and infrastructure support of business activities and identifies major areas of application of “soft power” in the context of increasing sanctions against Russia.

entrepreneurship, soft power, support infrastructure, business regulation, target-oriented approach, предпринимательство, «мягкая сила», инфраструктура поддержки, регулирование бизнеса, программно-целевой подход

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