THE PHENOMENON OF NON-MONETARY MOTIVATION: FROM CLASSICAL THEORIES TO "TOM SAWYER MANAGEMENT" IN THE CONTEXT OF THE NEW ECONOMY

Abstract

In the context of the transition from an industrial to a post-industrial and digital economy, there is a radical rethinking of the nature of labor and motivation. The article analyzes the evolution of management thought - from the classical theories of Henri Fayol and Frederick Herzberg to the modern concepts of Daniel Pink. Particular attention is paid to the phenomenon of non-monetary motivation, illustrated through the metaphor of "Tom Sawyer management", where labor becomes desirable due to social and psychological triggers. The author offers a comparative analysis of tangible and intangible incentives and demonstrates the application of these principles in the corporate practices of leading technology companies. The work is aimed at rethinking motivational strategies in the context of the creative economy and the formation of an environment conducive to employee engagement and development.