Implementation of the concept of glocal city as a vector of development of small cities of Ukraine

Problem setting. Given the need for the development of small cities, the world practice has developed a number of concepts based not on increasing production capacity, but on the development of creative areas of the economy. Thus, the concept of a glocal city, or stimulation of glocalization processes, is quite effective for the development of such cities.Recent research and publications analysis. The very concept of “glocalization” dates back to its widespread use from the end of the twentieth century, its origins in the sociological research of R. Robertson and M. Epstein. In the meaning of this term, they invested such a combination of globalization and localization in which informal components (mentality, cultural traditions, features) are closely intertwined with communicative practices due to the existing globalization features. R. Robertson, studying the phenomenon of glocalization, argued that global trends and local features can harmoniously complement each other, although sometimes in confrontation.Highlighting previously unsettled parts of the general problem. Given the development trends of the modern world, we note that localization and globalization (which together are glocalization) and open network economy - the key vectors of development of countries, regions and territories. At the same time, the concept of a glocal city is little studied and insufficiently represented in the domestic science and practice of public administration.Paper main body. Globalization involves the use of modern information technology, which allows for much less resource to spread information far beyond the city, and therefore the use of elements of image marketing strategies of territories are also available and possible.It is with the choice of a creative trajectory of development that a small town has a real opportunity not only to become more attractive, but also to consolidate the efforts of the three sectors present in the area around a single concept. Finally, glocalization creates a reliable and adaptive platform for business development: a clear positioning and presence in the information field attracts investors, and the uniqueness of the proposed product determines the demand for it.Since the basis of glocalization is a combination of globalization and localization, the basic here is the reorientation towards the creative economy. The main feature of the creative economy is that the main product in it is innovation, the resource for the production of which is certain information.The concept of “glocal city” is a very unique form of creative economy, which chooses one key vector of development, a common brand / concept / idea / uniqueness, around which the activities of all actors present in the small town: business, public, cultural figures, etc.Conclusions of the research and prospects for further studies. One of the important vectors of small town development at the present stage is its transformation into glocal. Such transformations require a reorientation to a new path, namely the creation and functioning of a creative economy based on globality, freedom of access, openness and peer-to-peer. Such a reorientation, first of all, requires proper management support from local governments.