Entrepreneurship in the Era of the Digital Economy. Neuroeconomic Aspect

Abstract

Total technologization inherent in the present encourages economic units, and especially enterprises, to adapt to the requirements of the era of the digital economy. In order to achieve the main goal of activity, entrepreneurs need to make decisions, applying not only generally accepted economic knowledge, but also take into account the emotional state, values and ethical preferences of their consumers.   The issue of synergistic application of digital capabilities and scientific achievements in brain research and their adaptation to the economic sphere in business activities is becoming relevant. The purpose of the study is the analysis of entrepreneurial activity in the era of the digital economy in the aspect of neuroeconomic development. A high technical and intellectual level in the era of the digital economy requires entrepreneurs to be constantly up-to-date. An interdisciplinary approach is becoming more effective in training entrepreneurs, which includes not only economic and digital sciences, but also psychology and neurophysiology, which allows expanding the methodology and deepening knowledge about a person. The study of the influence of brain activity on the emotional mood and preferences of consumers has modified standard marketing approaches. The synthesis of marketing science with neurophysiology expands the opportunities of entrepreneurs to study customer preferences and improve their products. Synthesizing the economic meaning of enterprise activity and the way to achieve this meaning led to the digitalization of business activity. Innovative solutions of enterprise activity and the use of digital technologies are the key factors in the development of contemporary enterprises.