Title: Labour efficiency in the pleasure economy: perspectives of increase in developing countries in Industry 4.0

Authors: Aleksei V. Bogoviz; Svetlana V. Lobova; Alexander N. Alekseev

Addresses: Independent Researcher, Moscow, Russia ' Department of Personnel Management and Socio-Economic Relations, Altai State University, Barnaul, 656049, Russian Federation; Department of Labor Economics and Management, Ural State University of Economics, Yekaterinburg, 620144, Russian Federation ' Department of Organizational and Administrative Innovations, Plekhanov Russian University of Economics, Moscow, 115093, Russia

Abstract: The purpose of the paper is to determine the perspectives of increase of labour efficiency in Industry 4.0 for stimulating the pleasure economy in developing countries. The authors use regression analysis for determining the dependence of the index of happiness on labour efficiency and the dependence of labour efficiency on the index of Industry 4.0 technologies application. It is substantiated that in developing countries the contradiction of social and economic criteria of the pleasure economy is preserved during optimisation of labour efficiency. It is proved that full automatisation at 'smart' companies in developing countries causes either unemployment or increase of the labour norms for unskilled workers, which hinders obtaining pleasure from labour. It is also substantiated that the scenario of moderate automatisation is most preferable - in envisages application of digital technologies and moderate norms of labour. It allows obtaining pleasure from work and showing rather high efficiency.

Keywords: labour efficiency; pleasure economy; developing countries; digital economy; automatisation; 'smart' companies; norming of labour; Industry 4.0; jobs; work.

DOI: 10.1504/IJTGM.2021.116730

International Journal of Trade and Global Markets, 2021 Vol.14 No.4/5, pp.370 - 377

Received: 04 Feb 2020
Accepted: 01 Apr 2020
Published online: 31 Jul 2021 *

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