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Highlights:• The model of creating added value of a product was developed, which revealed the tendencies in changing the structure of creating added value of goods and services, when the main share is increasingly accounted for at the stage of creating a product with new qualities.
• The distinction between the use of the concepts of labour productivity and productivity of an economic system was substantiated. It is determined that the highest added value is provided by the products created with the use of digital technologies.
• The priorities in the management of the process of creating added value were worked out, which made it possible to identify strategies of increasing labour productivity. To determine the contents of the concept of labour productivity, the decomposition of goals and objectives of labour productivity at the enterprise level was carried out; the areas of responsibility at different management levels are highlighted, which clearly shows the logic of performing tasks as the element of management.
• There was developed the model of the dynamics of labour productivity and the level of investment in short, medium and long terms with the use of traditional and digital technologies, which substantiates the use of different tools during different periods depending on the periods of the goals achievement.
• The perspective need for a theoretical justification of the new labour economy in terms of robotization was formulated taking into account the reproduction of robots.
Abstract:The model of creating added value of a product was developed, which revealed the tendencies in changing the structure of creating added value of goods and services, caused by the widespread use of digital technologies, when the main share is increasingly accounted for at the stage of creating a product with new qualities. The distinction between the use of the concepts of labour productivity and productivity of an economic system was substantiated. Productivity of an economic system has a broader interpretation and includes the entire complex of economic processes, such as labour productivity, marketing, managerial productivity and the creation of new products with high consumer qualities. It is determined that the highest added value is provided by the products created with the use of digital technologies. It justifies the priority of high technology stage and the shift of the center of gravity in creating added value to the stage where the idea is formed, technologies are being developed and created. Decomposition of the goals and objectives of labour productivity at the enterprise level was carried out and the areas of responsibility were identified at various management levels. There was developed the model that substantiates the aggregate growth in labour productivity and the level of investment in short, medium and long terms with the use of traditional and digital technologies.
Keywords:added value, innovations on the basis of digital technologies, labour productivity, productivity of an economic system, strategies of obtaining added value
JEL-Classification: D24, E17, J24, O33
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