MARKETING OF BRICS INNOVATION CLUSTERS IN THE CONTEXT OF GEOPOLITICAL INSTABILITY

The modern stage of society development is characterized by an increased attention to the issues\r\nof formation and development of national innovation systems (NIS), which would ensure the\r\nintegration of various elements of the innovation process, thereby contributing to the build-up of\r\nthe country's competitive advantages in the global market. Independent development of countries\r\nin modern economic conditions is not possible due to the complexity and turbulence of the external\r\neconomic circuit. In the new geopolitical realities, the fact that past globalization paradigms are no\r\nlonger having an impact on the viability of the NIS of many countries is becoming evident. At the\r\nsame time, due to the changing geopolitical landscape, the role of international associations, such\r\nas BRICS, is being significantly transformed and they are becoming new centers of influence,\r\nincluding in matters of scientific and technological cooperation.\r\nOne of the priority conditions for the effective functioning of international S&T cooperation\r\nnetworks and the NIS of each individual country is the creation and maintenance of innovation\r\ninfrastructure. Already functioning innovation clusters with technology parks, business incubators,\r\naccelerators, etc. can become such an infrastructure. Cluster structures are the most effective form\r\nof development of international scientific and technological cooperation, which allows to fully\r\nrealize the potential of countries and structures involved in the interaction, as well as to obtain a\r\nsignificant synergistic and multiplicative effect. The issues of marketing support of innovative\r\ncluster associations, which contribute to the successful promotion of clusters in the professional\r\ncommunity and target markets, are of particular relevance in this issue.