For investment behaviour of TNCs, technological changes are factors that
accelerate the adaptation of parent companies to new requirements in host countries
through branches, subsidiaries and affiliates. It should be noted that for TNCs not only
will interest objects of investment in host countries, but also technological development
of the country itself. Recently, TNCs are investing in the media, namely: the acquisition
of shares of known social networks, various mobile applications. For example, in 2017,
revenues from media advertising amounted to 11 billion US dollars, compared with
2013 - 3.1 billion US dollars.
In turn, for investors, the main goal is to generate bigger profits and update
software for corporations is an important cost item, as billions of dollars are invested
in programs that improve the work of employees. Those investors are trying to find the
most productive, flexible, important applications and programs that accelerate earnings
and provide the fastest possible investment decisions.
But according to the concept of sustainable development, education and the
development of educational services are a priority task for any investor and TNCs, in
particular. Development of continuous education and human capital development is, in
our opinion, one of the important functions of the enterprise, the host country and
international organizations. For today, online learning can be affordable for everyone,
for example, an educational platform like Udemy.com and Amazon offer a range of
educational services for all audiences. According to Forbes magazine studies, access
to education in the African continent through online education has become possible
[5].
It is also necessary to invest in the field of medicine, since protection from various
diseases and their prevention is a key to the happiness of the nation, improving the
quality of human capital and supporting the community in the host countries.
Insufficiency of medical care leads to the outbreak of epidemics, the development of
chronic diseases.
In 2017, the role of medicine as an investment object has increased significantly,
for example, GlaxoSmithKline together with Google has developed an electronic
implant for the treatment of asthma, diabetes and other chronic diseases. It should be
noted that nanotechnology, laboratory testing and 3D printing of internal organs need
to be distributed all over the world, despite the level of economic development of host
countries.
In 2017, computer and mobile games, including Niantic's PokemonGo, have
become popular. This virtual game caused a profound interest among investors, as in
the first months of the distribution of this game were earned high incomes. TNCs like
Fox, Disney and Technicolor are interested in developing their own gaming platforms.
In turn, the investment behavior of TNCs is transformed also under the influence
of automation of processes in the enterprise. Agribusinesses, plant operations,
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