Current trends in management of intangible assets and business reputation
Intangible assets, which are the growth drivers of a new technological wave, are the result of the creative intellectual activity of a person or a group of persons. Even if an intangible asset belongs to an organization, the author is always a person. However, the practice of organizations indicates a lack of proper attention both to the intangible assets themselves and to their creators. The problem of the presence of unaccounted intangible assets in Russian organizations has been discussed in scientific and business circles for a long time. The share of such assets can be 80-90%. And the main task is not even to record and assess such assets, but to ensure their high-quality management. It is in intangible assets that the potential lies for organizations and systems to emerge from the crisis caused by the isolation of 2020 and the new technological wave. And there is an acute issue of motivation for the creation of innovations and intangible assets of quality that can ensure the advanced development of the Russian economy.