The phenomenon of modern economics is that knowledge appears as a special organization of commercial activity within the framework of an emerging paradigm. Knowledge has become not just an independent factor of production, but a central element in the whole system of factors. Their diffusion and distribution on a global scale determine the complexity, duality and fragmentation of the modern management system, thereby greatly complicating the analysis of the main trends in its development. The knowledge economy is a mixture of directions, forms and subcultures, which leads to the formation of a new type of relationship in the market system, an increase in the number of factors necessary for a successful and effective commercial activity. The dynamics of the requirements for products, goods, services by consumers is determined by the simultaneous coexistence of various systems of values, preferences, lifestyles.
In a knowledge-based society, the types of service activities, the acquisition of a product are increasingly associated with social actualization, which causes the transformation of product ideas as a necessity into an element and the possibility of cultural or psychological individualization. The formation of such an economy is accompanied not only by changes in the market and economic position of consumers when traditional activities are changing, but also by the fragmentation of the market itself. The modification of its characteristic features is caused by a radical transformation of the meaning and impact of social and economic institutions on the development of individuals, a high degree of sensitivity of knowledge to the time factor. Modern business entities carry out their activities and build competitive strategies in the face of a large number of unpredictable and difficult to identify environmental factors, under the influence of colossal volumes, intensity and increasing speed of information change, which, in turn, transform the types of activities of commercial enterprises. These trends are changing the idea of the role and methods of managing the company, about what types of activities will be most preferable for it.
Using the potential of entrepreneurship leads to a change in organizational forms, structures of business entities and the formation of new types that contribute to the creative realization of individuals. The creation and functioning of modern firms is based on continuous innovation orientation, economic feasibility, cooperation and specialization of labor, the technological relationship of production processes and activities. A characteristic feature of modernity is the increasing integration in management, due to the transition to horizontal structures with a minimum number of levels between the organization’s management and direct executors. Such types of activities and organizational relations in the company are built not in accordance with the task, but by identifying key processes with specific goals. This approach eliminates the links that do not provide the creation of added value.
For the financial sector, socially responsible behavior is also beneficial - the growth of stock quotes, sales, product recognition. Social responsibility is one of the mechanisms by which business circles influence society. Its implementation in a knowledge-based society is manifested in the form of various initiatives and large-scale social programs - sponsorship, philanthropy, and competitive mechanisms in the educational field. The key differences between social responsibility and traditional charity are, firstly, not only providing assistance to those in need, but also finding the most effective ways to provide assistance, secondly, solving social problems with minimal organizational costs, and thirdly, volunteering, covering the duties of the administration business entities unilaterally. From this point of view, the most widely used models are the use of interest payments on capital generated by donations from business entities and personal funds (scholarship support).
The choice of the method and sources of raising funds is determined by the specifics of the socio-economic conditions of the region and scope. The social responsibility mechanism helps to strengthen contacts between shareholders, employees, subcontractors, consumers, local authorities and all interested parties. The mutual interest of the state and entrepreneurship in carrying out institutional reforms, in protecting competition, in the formation of organizational structures and ways of regulating the market transforms it into a technology of cooperation with a powerful consolidating potential.