EVALUATION OF THE EFFICIENCY OF THE ENTERPRISE'S CREATIVE ASSETS: CRITERIA AND INDICATORS

Abstract

The relevance of theoretical and applied research into an enterprise’s creative assets stems from the growing role of creative factors in business efficiency and competitiveness in the face of the challenges posed by the digital economy. At present, there is still no comprehensive methodology for assessing their effectiveness, which significantly limits the scope for managing enterprises’ creative resources.The justification of a conceptual and methodological approach to assessing the effectiveness of creative assets and the development, on this basis, of a methodology for determining the return on investment in their structural elements and overall – which is the aim of this article – expands the toolkit for scientific research in this field.Based on structural-functional and systemic-synergistic approaches, as well as methods and models for assessing the effectiveness of investments, creative work, intangible assets and creative management measures, a methodology is proposed for assessing the effectiveness of an enterprise’s creative assets, the algorithm for which involves the following sequence of analysis: the enterprise’s investments in a specific group of creative assets (creative personnel, creative intangible assets, creative management) – performance indicators of these creative assets as the outcomes of investments – the structural efficiency index of a specific group of creative assets – the integrated efficiency index of creative assets as a whole.In accordance with the applied additive index model, structural efficiency indices have been determined for each group of creative assets, which summarise their performance indicators, as well as an integrated index that reflects the overall efficiency of creative assets and characterises the synergistic effect of investments in its components.The practical application of this methodology will help to optimise the volume and structure of a company’s investments in creative assets and enhance their efficiency. The structural and integrated indices of creative asset efficiency, which form the core of the proposed methodology, serve as an analytical tool for determining the current state and dynamics of returns on investment in a business’s creative resources; for conducting a comparative analysis of the efficiency of different groups of creative assets; and for assessing the level of creativity of the enterprise and its competitors; making informed strategic and day-to-day management decisions regarding the structure and development of a business’s creative resources, enhancing their efficiency, creating and improving the creative environment, and fostering a creative culture.