УДК 33:330.34.011
DOI: 10.36871/ek.up.p.r.2026.02.01.001

Авторы

Екатерина Яковлевна Литау,
Санкт-Петербургский университет технологий управления и экономики

Аннотация

Современная теория предпринимательства все чаще выходит за рамки чисто математизированных моделей, выдвигая на первый план целеполагание, ценностные ориентиры и субъектность предпринимателя. Признавая роль коммерческих стимулов, данное исследование исходит из того, что финансовые решения предпринимателей в значительной степени обусловлены их ценностными установками и практиками выбора. В статье предлагается интеграционная модель гуманистической теории предпринимательства, объединяющая инновации, этику и эстетику, формулируются ключевые положения концепции предпринимательской эстетики и вводятся понятия этической и эстетической добавочной стоимости как механизмов, связывающих ценностные основания предпринимательского действия с экономическими результатами.
Обосновывается, что предпринимательская эстетика как исследовательское направление описывает устойчивую культурно-экономическую связь между коммерческой результативностью и практиками создания ценности, а также расширяет методологический инструментарий теории предпринимательства за счет подходов, характерных для творческих профессий. Интеграция предложенного подхода в бизнес-процессы позволяет проектировать инновационные предложения, ориентированные на будущие состояния рынка и формирующие спрос. В более широком методологическом плане предпринимательство трактуется как форма экономического творчества, создающая новые уровни культурной коммуникации. Такой подход дает основания для разработки инновационной парадигмы, в которой этика и эстетика выступают не внешними ограничителями, а продуктивными факторами развития предпринимательских проектов, способствующими созданию синергетического эффекта.

Ключевые слова

предпринимательская эстетика, экономическое творчество, современная предпринимательская парадигма, инновационное развитие, система предпринимательских ценностей, управление предпринимательскими проектами, этическая добавочная стоимость, эстетическая добавочная стоимость

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