Strategizing: Theory and Practice

Cтратегирование: теория и практика

2782-2435 2782-2621

59252

10.21603/2782-2435-2023-3-2-218-233

Отраслевое, индустриальное и корпоративное стратегирование

Sectoral, Industrial, and Corporate Strategizing

Отраслевое, индустриальное и корпоративное стратегирование

Personal Brand Strategizing in Digital Mediatization: Game-Theoretic and Behavioral Approaches

Стратегирование личного бренда в условиях цифровой медиатизации: теоретико-игровой и поведенческий подходы

Вартанов

Сергей Александрович

Vartanov

Sergey Aleksandrovich

https://orcid.org/0000-0003-4421-3705

Хворостяная

Анна Сергеевна

Khvorostyanaya

Anna S.

Khvorostyanayaas@gmail.com

кандидат экономических наук;

candidate of economic sciences;

Московский государственный университет имени М.В.Ломоносова Lomonosov Moscow State University

Московский государственный университет имени М. В. Ломоносова Москва Россия Lomonosov Moscow State University Moscow Russian Federation

19 04 2023

3 2 218 233 10 01 2023 16 03 2023

https://jstrategizing.ru/en/issues/21571/21588/

Личный бренд олицетворяет исключительность человека, его индивидуальные характеристики, профессионализм, опыт и репутацию. В эпоху влияния глобального тренда цифровизации на медиасистему и развития инструментов стратегических коммуникаций бренд становится стратегическим активом, приносящим финансовую выгоду его носителю. Стратегическая роль на рынке труда личного бренда связана с повышением дохода при инвестировании в него. Цель. Доказать эффективность инвестирования в личный бренд с целью достижения стратегических целей на рынке труда. В статье анализируются базовые концепции моделей сигналинга, теории игр. Статья основана на теории и методологии стратегирования, разработанной и апробированной под научным руководством академика В. Л. Квинта. Новизна работы обусловлена слабой изученностью применения теории и методологии стратегического брендинга на рынке труда. В статье рассмотрен стратегический бренд как механизм сигналинга в эпоху информационной экономики. Связь личного бренда и репутации ложится в основу «поведенческого» направления, моделирующего влияние репутации на рынок труда и поведение работника с помощью моделей поведенческой экономики. Выявлено, что стратегическое развитие личного бренда обосновано с точки зрения повышения своей конкурентоспособности на рынке труда. Для долгосрочного успеха человеку следует разрабатывать персональную стратегию с точки зрения достижения стратегических целей, в том числе в области занятости.

A personal brand unites one’s exceptionalism, individual traits, professionalism, experience, and reputation. In the era of the global digital media and strategic communication, a personal brand becomes a strategic asset that brings financial benefits. Its strategic role at the labor market is that it can increase one’s income, if properly invested in. However, the theory and methodology of strategic branding at the labor market remains understudied. The present research objective was to prove the effectiveness of investing in a personal brand in order to achieve strategic goals at the labor market. To analyze the basic concepts of signaling models and the game theory, the authors used the theory and methodology of strategizing developed by V.L. Kvint, Dr.Sc.(Econ.), Foreign Member of the Russian Academy of Sciences (Life-time). The authors believe that the era of information economy have turned strategic brands into a signaling mechanism. The relationship between personal brand and reputation forms the basis of the behavioral direction, which uses behavioral economics to define the effect of reputation on the labor market and employee behavior. The strategic development of a personal brand increases its competitiveness at the labor market, and a tailored employment strategy is likely to be successful in the long run. Keywords: personal strategy, brand, signaling, media system, labor market

личная стратегия бренд сигналинг медиасистема рынок труда

personal strategy brand signaling media system labor market

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