MARKETING OF BRICS INNOVATION CLUSTERS IN THE CONTEXT OF GEOPOLITICAL INSTABILITY
VLADISLAVA NOGA, EKATERINA DEGTEREVA
The modern stage of society development is characterized by an increased attention to the issues of formation and development of national innovation systems (NIS), which would ensure the integration of various elements of the innovation process, thereby contributing to the build-up of the country's competitive advantages in the global market. Independent development of countries in modern economic conditions is not possible due to the complexity and turbulence of the external economic circuit. In the new geopolitical realities, the fact that past globalization paradigms are no longer having an impact on the viability of the NIS of many countries is becoming evident. At the same time, due to the changing geopolitical landscape, the role of international associations, such as BRICS, is being significantly transformed and they are becoming new centers of influence, including in matters of scientific and technological cooperation. One of the priority conditions for the effective functioning of international S&T cooperation networks and the NIS of each individual country is the creation and maintenance of innovation infrastructure. Already functioning innovation clusters with technology parks, business incubators, accelerators, etc. can become such an infrastructure. Cluster structures are the most effective form of development of international scientific and technological cooperation, which allows to fully realize the potential of countries and structures involved in the interaction, as well as to obtain a significant synergistic and multiplicative effect. The issues of marketing support of innovative cluster associations, which contribute to the successful promotion of clusters in the professional community and target markets, are of particular relevance in this issue.
Keywords: innovation clusters, BRICS, marketing, geopolitical instability