INTANGIBLE ASSETS IN MODERN TRANSNATIONAL CORPORATIONS IN SERVICE INDUSTRY

An analysis of the activities of leading transnational corporations (TNCs) for the period from 2000 to 2020 showed that the transformation of the world economic order leads not only to new rules for conducting international business, but also to the occupation of prevailing positions in the world market by TNCs engaged in the service sector. Therefore, the purpose of the study was a systematic analysis of the impact of intangible assets on the growth of the competitiveness of the service sector and the increase in their market capitalization, revenue and asset value. Based on an in-depth study of statistical data, the authors identified trends that led to an increase in the share of intangible assets in the value of companies; an analysis was made of the presence of TNCs in the service sector in the ratings for assessing the level of revenue and market capitalization (based on the Fortune Global 500); comparison of indicators related to intangible assets with the human development index and the business environment, formed taking into account the existing investment climate (based on AON Empower Results, GIFT, World Investment Report); identified the most promising sectors for the use of intangible assets. Based on the results of the study, uniform principles were formed according to which the management of intangible assets of TNCs should take place, in which an important place is occupied by the use of the potential of intangible assets and the advantages of the triple helix of innovations (education - business - government).