MANAGEMENT OF INTELLECTUAL PRODUCTS IN THE CONDITIONS OF CHANGE

The article is devoted to finding ways to effectively manage intelligent products from the stage of invention, registration and entry into the market. Analysis and synthesis methods, system analysis, logical and abstractmethods were used to achieve the set goals.The authors of the article propose to define the essence of the concept of "intellectual product", which should be understood as newly created spiritual and material values that are the result of intellectual activity of an individual or group as a result of work. The article covers the most common types of intellectual property rights, which include patents, trademarks, copyright, registered trademarks, chain layout rights, breeders' rights. It has been proven that knowledge and understanding of the rules of effective use of intelligent products allows businesses to better understand the tools to manage them, and get the benefits or benefits that they can bring to business, because it is additional income. It is reasonable for company managers to understand the value of various means of protection and benefit from intellectual products, as it directly depends on the company's strategy, competitive environment and rapidly changing contours of intellectual property rights, and regardless of ownership must have a strategy for intellectual property portfolio. The influence of the external environment on the development of the business entity is considered, because new rules appear, and they have a strong influence on the development of internal intellectual products, and strongly depend on the internal potential of the business entity. In particular, the article analyzes that the development of processes provokes the rapid development of Industry 4.0 (Industry 4.0), which is a complete automation of production, where all processes are managed in real time, and taking into account the factors of the changing environment. It is proposed to use patent strategies or «protection strategies» to better protect patented technologies that give products and services an advantage over competitors' products and services. Patents or so-called «protection strategies» should serve as protection for businesses to create products that will lead in the categories, and strengthen efforts to brand these products. Intelligent product management plays an important role in the management of economic entities, as the process of entering the technological life cycles of products due to the changing turbulent environment begins. The article is relevant in both scientific and applied aspects.