HUMAN CAPITAL AND INTANGIBLE ASSETS IN INTERNATIONAL BUSINESS: STRATEGIC APPROACHES TO TALENT MANAGEMENT AND VALUE CREATION

Abstract

The article is devoted to the analysis of human capital as a key intangible asset of international business in the context of transformation of the global economy and digitalisation. It reveals the conceptual foundations of understanding people as a strategic asset that shapes companies’ advantages through innovation, creativity and adaptability. The study highlights the relevance of integrated approaches to talent management, employee experience, engagement, and organisational culture. Particular attention is paid to the role of trust, purpose, and co-creation in shaping adaptive and innovative organisations. An analysis of international trends and barriers affecting effective human asset management is conducted, in particular high staff turnover, short-term management orientation and a “culture of usage”. As a result, the article outlines contemporary managerial approaches that enable the conversion of individual potential into collective and organisational value, emphasising the strategic importance of human capital for sustainable long-term growth.