Svitlana Bilan

A comprehensive study of the consumers’ needs and demands, the patterns of their social and cultural behavior are essential to the success of the modern luxury companies in their market activity. The purpose of research is to study the possible differences and similarities in the perception of luxury and motivation to purchase these goods by consumers in different parts of the world and selection of acceptable marketing tools. The study is built on the results of analysis of cultural values in some countries using the country comparison tool developed by Hofstede and the results of analysis of scientific articles on the behavior of luxury goods consumers in different countries. The methodology approach – Hofstede’s model of national culture and scientific studies belonging to cultural impacts on luxury consumers’ behavior – is applied to explore cross-cultural differences in luxury consumption behavior. The findings of the study are as follows: consumers from countries with high power distance, collectivism, and masculinity, long-term orientation, and low indulgence primarily perceive social values in consuming luxury goods and are sensitive to conspicuous luxury-status. In cultures with high individualism, masculinity, indulgence, and low power distance, consumers display to perceive individual and functional values and are sensitive to “emotional hedonistic luxury.” The consumption of luxury goods in the Asian region is characterized by significant focusing on social values and status consumption, more than in the rest of the world. The motives of achievements in the form of self-realization and self-actualization are among the main reasons for the luxury consumption of European Union consumers.

In advanced economies, the acceleration of scientific and technological progress, the introduction of innovations are connected with the opportunities for developing the knowledge economy, commercialization of technologies and innovation transfer networks. The current stage of scientific and technical progress takes place in conditions of dynamic global competition and at the same time requires cooperation and collaboration. This paper aims to determine the dependence of economic development on indicators characterizing the potential of a country’s knowledge economy and transfer of innovations. The study focuses on finding ways to assess the impact of the potential of the country’s scientific and educational activities on innovative development using the characteristics of the “business-education-science” system in the field of innovation transfer. The methodological research tools are the abstract-logical method and correlation-regression analysis, which allowed establishing relevant links between the indicators of the development of education, science and the economy in the context of the knowledge economy and the transfer of innovations for Ukraine and European countries in the period 2016–2021. It was found that in many countries of the “new” Europe (Bulgaria, Greece, Lithuania, Latvia, Estonia, Slovakia, Slovenia, Cyprus, Malta, Portugal), as well as in Ukraine, the trend of independence of GDP growth from indicators of the development of science and education is maintained. At the same time, the countries of “old” Europe maintain their innovative progress at a high level, investing in science-intensive activities, infrastructure and the R&D sector. The results can be used to improve the efficiency of innovation transfer in Ukraine, for which the paper provides relevant recommendations.