FEATURES OF WEBSITE COMMERCIALIZATION AS A COMPLEX OBJECT OF INTELLECTUAL PROPERTY

Against the background of the modern transformation of society, the intangible components of the successful implementation of economic activity, which are combined into the category of intellectual property, capital, intellectual resources and the potential of the enterprise, acquire a special role. Business entities independently create a large amount of tangible and intangible resources, which are subsequently used both in their own activities and for further sale. The inability to properly commercialize one's asset is the main problem for the development of all spheres of activity of domestic enterprises. The situation becomes more complicated in the case of commercialization of complex intellectual property objects such as websites. The scientific study determined the necessity of using websites in the modern digital world, establishing the problems that accompany the development of the Internet. The essence of the website was determined from the point of view of scientists and according to civil law. The types of components inherent in websites are listed: software, domain name, information content, page design. Problems with the identification of the website have been identified, which are related to the fact that its components may have different owners of intellectual property. Discussions in scientific circles regarding the definition of the legal nature of the website and the existing imperfection of its qualification as a complex object of intellectual property are considered. The stages of the website commercialization strategy are considered: setting realistic goals, defining target customers, forming a business or value proposition, determining the value chain, developing a marketing strategy, choosing a method of presenting the website to customers, and legal consolidation. The role of marketing in the success of the commercialization strategy has been studied. The available methods of commercialization, which are most adapted to the specifics of websites, are disclosed: the method of direct sale, use of the product in one's own activity, as well as leasing. Considered the legal features of recognizing rights to websites and methods of protecting one's own product and idea: concluding a non-disclosure and non-competition agreement.