Knowledge as cultural and economical commodity of social life

A paradigm of innovation knowledge begins to dominate in the 21 century. Global consumer wants to get following through this knowledge: high quality, low price, prompt delivery, and maximum reliability. A common in the knowledge economy far outweighs the things that it is still different. Notable difference can be found in cultural environment and expertise levels. The article demonstrates how the properties of the innovative knowledge as goods are changing. Consumer property persists. The availability of innovative knowledge is provided by the network structures and digital format. Innovative educational product guarantee extra profits, but its production is characterized by a high level of risk. The situation is complicated by the parallel existence of products and substitution signs. More often, these are the brands and advertising motto. The issues of formation of knowledge corporation is raised in the article. The main elements of these corporations are follow: full customer orientation, transition from vertical to horizontal structures. Self-educating organizations represents a new field for competition in the market of educational services. Necessity of modernization and collective vision of problems relate to each unit of the organization.