PHILOSOPHY OF CO-CREATION AS A BASIS FOR MODERN BUSINESS ACTIVITY IN THE CULTURAL INDUSTRIES

Abstract

B a c k g r o u n d . In contemporary cultural industries, co-creativity is emerging as a key principle that shapes organizational models and business processes. It replaces hierarchical and competitive approaches with more open and horizontal forms of interaction. The growing role of digital platforms, participatory economies, and collective creativity necessitates a philosophical reflection on this phenomenon. The aim of the article is to explore co-creativity as a philosophical foundation of modern business in the field of creative industries, drawing on the ideas of major thinkers of the 20th and 21st centuries.

M e t h o d s . The study employs an interdisciplinary approach that integrates philosophical analysis, hermeneutics, systems thinking, and content analysis of the works of Martin Buber, Pierre Lévy, Bruno Latour, Fritjof Capra, Amartya Sen, and Karl Polanyi. A comparative analysis is conducted on key concepts such as dialogue, network structures, collective intelligence, justice, and economic embeddedness.

R e s u l t s . The study reveals that co-creativity not only transforms business models but also shapes a new ethical and sociocultural dimension of economic interaction. Buber's concept of "I–Thou" serves as the foundation for dialogical interaction in creative processes. Lévy shows how digital platforms develop collective intelligence that enhances business innovation. Latour, through actor-network theory, highlights the complex interplay between human and non-human agents in knowledge production. Capra conceptualizes business as a living, adaptive system within a networked environment. Sen emphasizes justice as a process of democratic deliberation, while Polanyi demonstrates that market relations are always socially embedded. Together, these approaches underscore the importance of co-creativity in fostering inclusive, innovative, and responsible business practices. C o n c l u s i o n s . In the context of creative industries, co-creativity emerges not only as an effective business strategy but also as a philosophical principle that contributes to transforming the economy toward sustainability, justice, and social dialogue. The analysis of the selected thinkers allows us to assert that co-creativity is a fundamental mechanism for organizing contemporary business in a digital, networked, and culturally diverse reality.