Issue (63)

F.YU. Abduzhalilova

Marketing modeling of national research universities brand advocacy in global educational services markets

Keywords: economics, marketing, marketing activities, strategic marketing, operational marketing, goods market, services market, scientific and educational services, brand advocacy.

Annotation. Purpose: to develop a universal organizational and methodological procedure for organizing and conducting activities of national research universities in advocacy marketing to protect the reputation of their own brands in the competitive space of the global market of scientific and educational services. Discussion: the article is devoted to the problems of modeling effective marketing solutions related to advocacy of brands of national research universities in the international markets of scientific and educational services. Results: it is concluded that of the potential brand advocates, the greatest motivation in protecting the reputation of national research universities will be groups of successful foreign graduates of past years, employees with high rates of scientific activity, as well as affiliated ambassadors of NRUs in foreign countries. In the applied aspect, the general conceptual provisions of the organizational and methodological procedure are substantiated and a logical scheme for modeling the process of advocacy of the brand of a national research university in international markets using marketing models of strategic and operational marketing is proposed. The study may be useful for the system of marketing support for the activities of systemically important participants in global markets of scientific and educational services in the development and implementation of marketing programs and projects in the field of advocacy of their own brands, protection of image and reputation in the international market and communication space.

A.R. Avetisyan

Corporate environmental offenses and demographic risks in Russian regions

Keywords: environmental sustainability, environmental offenses, public health, demography, pollution, ESG, legal regulation, institute of responsibility, damage assessment, ecosystem, environmental damage.

Annotation. Purpose: to investigate the impact of corporate environmental offenses on the state of the environment and public health in the constituent entities of the Russian Federation. Discussion: The study includes an overview of major environmental disasters (Norilsk, Anapa), their medical and demographic consequences, as well as an assessment of the effectiveness of legal regulation. Improving environmental culture, strengthening control over compliance with environmental legislation, developing an economic incentive system, improving damage compensation mechanisms, increasing public participation and implementing ESG principles are the main tasks that will ensure environmental sustainability and regional development. Results: recommendations are proposed for improving the mechanism of responsibility and pollution monitoring. Correlation, factorial, and regression analyses are used to identify stable correlations between pollution levels and mortality, morbidity, and migration rates. Institutional gaps, ESG practices, and the risks of «greenwashing» in Russia are taken into account.

A.R. Avetisyan

Environmental, social and corporate governance strategies of companies from different world regions: analysis of approaches, practices and prospects

Keywords: ESG strategies, sustainable development, regional analysis, corporate responsibility, social responsibility, BRICS, green finance, corporate reports.

Annotation. Purpose: to systematize regional differences in the implementation of ESG strategies of corporations and assess the sustainability of the concept against the background of increasing criticism. Discussion: A qualitative comparative analysis was conducted based on a review of 120 publications and corporate reports (for 2010-2024) by region: EU, USA, Russia and BRICS countries. Regulatory conditions, industry specifics and socio-cultural context are considered. Results: strict regulations in the EU and China accelerate the integration of ESG, while in the USA and Russia, the spread of ESG is hampered by political and economic factors. The problems of unification of social metrics and corporate governance are revealed. A conceptual framework for adapting ESG standards to local conditions and industries is proposed. The findings are useful for businesses in adjusting sustainability strategies and for regulators to develop flexible national guidelines.

T.B. Akhaminov

Innovative susceptibility to the economic sustainability of a diversified region in the context of digitalization

Keywords: innovation sensitivity, economic sustainability, diversified region, digital maturity, intersectoral synergy, adaptive sustainability, digital infrastructure, human resources, institutional environment, platform solutions.

Annotation. Purpose: to substantiate the innovation susceptibility and economic sustainability of a diversified region in the context of digitalization. Discussion: The maturity of digital ecosystems and their innovative susceptibility, cross-industry synergy and adaptive resilience, implemented through platform solutions, make it easier for regions to survive shocks and recover from crises. Currently, most Russian regions are demonstrating the practical effects of implementing smart logistics chains, digital clusters, and government programs to support and develop industries. The problems of digital inequality, innovation susceptibility, shortage of IT personnel and fragmentation of the regulatory framework are identified, as well as ways to overcome them through the development of educational initiatives, regulatory sandboxes and unified standards for assessing digital maturity. Results: five interrelated blocks have been identified: the innovative susceptibility of the system of key parameters for the development of economic sustainability; industry diversification; digital infrastructure; human resources; and the institutional environment.

A.G. Bezdudnaya, E.D. Ivanov

Environmental policy of air transport organizations in the framework of the ESG concept

Keywords: environmental policy, airport, ESG concept, adverse factors, environment, air transport, modern technologies, strategic planning.

Annotation. Purpose: to identify organizational and managerial problems in the field of reducing the negative environmental impact of airport organizations and to propose approaches to the development of environmental policy. Discussion: the application of the ESG concept in the aviation industry, in particular, its environmental component, is being considered. An analysis of the openness of information from airport organizations regarding environmental policy and ongoing measures to reduce the negative impact on the environment is carried out. The development of environmental policy in air transport organizations is an isolated phenomenon and requires special attention, taking into account the development of the aviation industry and its impact on the environment. Results: the structure and elements of the airport company’s environmental policy, as well as the tools for its implementation, adapted for the aviation industry, are proposed. The development and implementation of environmental policy makes it possible to contribute to solving global environmental problems and achieving sustainable development.

Wang Juntao

Cooperation in the sphere of education as a factor in the strategy

of regional development (case of Chinese provinces)

Keywords: educational cooperation, regional development, China, interprovincial partnership, coordinated development, eastern provinces, western provinces, innovative development.

Annotation. Purpose: to analyze the mechanisms of interprovincial educational cooperation in the People’s Republic of China (PRC) as a tool for implementing the strategy of coordinated regional development in the period from 2015 to 2025. Discussion: key initiatives of interprovincial educational cooperation are considered, including the program of educational assistance between the eastern and western provinces, integration processes in the Beijing-Tianjin-Hebei region, educational alliances in the Yangtze River Delta and cooperation within the Greater Guangdong-Hong Kong-Macao Bay area. The institutional mechanisms of coordination, forms of partnership and impact on regional development are analyzed. Results: the main models of educational cooperation have been identified, the problems of implementing interprovincial programs have been systematized, and the factors of their effectiveness have been identified. It has been established that educational partnership helps to reduce regional disparities, stimulates innovative development and provides training of qualified personnel for the national economy.

I.A. Gokinaeva, E.A. Uvarova, G.I. Palamarchuk, A.V. Ostrovskaya

Modernization of HR-marketing as a condition for optimizing the yourth segment of the domestic labor market

Keywords: HR marketing, youth segment, labor market, labor optimization, employer brand, anti-Russian sanctions, automation of HR processes, economic growth.

Annotation. Purpose: to explore the theoretical and methodological basis for improving the HR marketing system and introducing new HR technologies into business processes; to consider practical aspects of HR marketing at enterprises and ways to successfully implement HR technologies and techniques into the HR management system. Discussion: new ways of optimizing labor and staff marketing systems are described in the form of creating an employer’s brand, increasing motivation and engagement, developing corporate communications and automating HR processes. Results: the problems faced by the domestic labor market are investigated, and ways to solve problems in the HR sector are proposed. HR marketing is an indispensable part of the company, it helps to increase employee engagement and reduce staff turnover. In today’s world, companies that recognize the importance of HR marketing gain a competitive advantage because they are able to effectively manage their human resources.

O.V. Yemelyanova, I.P. Provorova, M.V. Andronov

Methods for assessing process maturity: characteristics and comparison

Keywords: process maturity, business process efficiency, assessment methods, business process optimization, technological environment, competitiveness enhancement, strategic management, highly mature processes.

Annotation. Purpose: to review existing methods for assessing process maturity, analyze their key features, advantages and disadvantages, and identify the most appropriate tools and techniques for different types of organizations. Discussion: Within the framework of this study of process maturity assessment methods, several well-known CMMI, SPICE, and BPMM models were analyzed. Each of the models under consideration has its own unique characteristics, advantages and disadvantages, which makes them applicable in different contexts and for different types of organizations. The main aspects that need to be considered when choosing an assessment method are highlighted, including the scope of application, the structure of maturity levels, goals and focus, the flexibility of the model and the metrics used. Results: high maturity of processes in the organization is associated with increased productivity, flexibility and adaptability in a changing market environment. Organizations with highly mature processes demonstrate better financial results and a higher level of customer satisfaction. The study also confirmed that assessing process maturity helps identify weaknesses in current processes and identify ways to improve them. It is important to note that continuous investments in process development and staff training are needed to achieve visible results. Thus, a systematic approach to assessing process maturity can significantly affect an organization’s ability to respond effectively to challenges and opportunities, which, in turn, contributes to increased competitiveness.

I.A. Eremina, V.V. Vallask

Methodology for assessing regional economic systems in conditions of competitive and spatial heterogeneity

Keywords: regional economics, spatial heterogeneity, regional competitiveness, spatial econometrics, SAR model, SEM model, cluster analysis, interregional interactions, Central Black Earth region, development disparities.

Annotation. Purpose: The article aims to develop a comprehensive methodology for assessing regional economic systems that takes into account competitive and spatial heterogeneity. The main objective of the study is to propose a toolkit for analyzing interregional differences that allows identifying key factors of competitiveness and spatial relationships, as well as developing targeted regional policy measures. Discussion: The paper considers modern approaches to spatial econometrics, including SAR, SEM, SDM and SAC models, as well as cluster analysis methods for grouping regions by development level. Particular attention is paid to the selection of indicators reflecting economic, social and innovative activity, and their adaptation to the conditions of competitive heterogeneity. The advantages and limitations of various methods are discussed, including issues of specification of the spatial weight matrix and interpretation of spatial effects. Results: a methodology has been developed that combines spatial econometric analysis with multi-criteria assessment of regional competitiveness. Using the Central Black Earth Region as an example, three clusters of regions (leaders, agro-industrial, depressed) were identified, and dominant types of spatial interactions were determined for each of them. It was found that direct effects (SAR model) are most significant for highly developed regions (Belgorod Region), while hidden spatial dependencies (SEM model) prevail for lagging regions (Oryol Region). The results can be used to improve spatial development strategies and strengthen interregional cooperation.

E.A. Yesina

Measuring the effectiveness of digital solutions in the regional health care system: the example of the Ural federal district

Keywords: regional differentiation, medical services, digital transformation, digital maturity, digital readiness, digitalization efficiency, healthcare, economic efficiency.

Annotation. Purpose: to develop and test a methodological approach to assessing the effectiveness of the digital transformation of the regional healthcare system using the example of the Ural Federal District. Discussion: the digital transformation of the healthcare system is one of the main trends in healthcare. However, the marked differentiation between Russian regions in terms of digital maturity and readiness for the transformation of the healthcare system indicates, among other things, the fragmentation and lack of a clear understanding and criteria for the «effectiveness» of this process. General scientific research methods were used – analysis, synthesis, deduction, index method, and statistical analysis methods. The information base of the study includes official data from the governing and statistical bodies of the Russian Federation and its constituent entities for the period 2021-2023. Results: An original methodological approach to assessing the effectiveness of digital transformation has been proposed and tested it on the example of regional healthcare systems in the Ural Federal District. It was established that there is no direct correlation between the level of digital maturity and the final results of the healthcare system’s functioning; among regional systems the most significant digital divide was identified in the Sverdlovsk Region, expressed in the relatively low digital maturity of the region despite a sufficiently high level of digital readiness. The best indicators of digital transformation were identified in the regional healthcare system of the Khanty-Mansi Autonomous Okrug. This work contributes to the development of applied research, justifying the possibility of using methodological tools to assess the effectiveness of the digital transformation of regional healthcare systems.

I.P. Efimov, E.I. Naumkina

Assessment of the effectiveness of government influence mechanisms for increasing innovation activity in the regional agro-industrial complex

Keywords: innovation activity, government support, agriculture, digitalization, effective functioning, regional enterprise, modern technologies, interregional trade, agriculture.

Annotation. Purpose: to evaluate the effectiveness of mechanisms for ensuring the innovation activity of the regional agro-industrial complex (AIC). Discussion: Effective public policy is the main factor that stimulates the introduction of modern technologies. As a result, an optimal infrastructure is formed that meets all the conditions for achieving competitive advantages. Through innovative infrastructure, it is possible to manage the agro-industrial complex at the regional level with the greatest efficiency. The innovative activity of the regional agro-industrial complex is the process of creating, distributing and implementing new technologies, products, services, organizational and managerial decisions aimed at increasing production efficiency, reducing costs and improving product quality. Results: monitoring of state support for the agro-industrial complex of the Penza region was carried out and key areas of its implementation were identified. The effective functioning of mechanisms for ensuring the innovation activity of the regional agro-industrial complex is a prerequisite for increasing the competitiveness of the industry, ensuring food security and sustainable rural development.

N.S. Ziyadullaev, R.A. Popov, A.R. Popov, M.S. Arutunyan

Ways of developing low-rise construction as a basis for growth of large families and the russian population

Keywords: low-rise construction, individual housing construction, economic effect, large family, territory, low-rise settlement, programming, natural resource potential.

Annotation. Purpose: to consider the ways of low-rise construction development as a basis for growth of large families and the Russian population. Discussion: historical experience shows that one of the significant sources of population growth are large families (3 or more children). Observations of the last decades in Russia show that one of the basic prerequisites for large families is the provision of adequate housing conditions, especially individual residential buildings. Measures for the development of individual housing construction and support of large families, implemented at the national, regional and local levels, contribute to a significant revival of this sector of the Russian economy. Along with this, shortcomings are exposed and reserves for improvement in this area are revealed. Additional measures are needed to improve the standard of living of large families, expand their opportunities in individual housing construction (IHC). Results: the article substantiates proposals for introducing a deeper organizing principle into IHC, giving it a program-targeted nature, systematicity in the architectural-planning and production-economic direction.

E.A. Kabachevskaya, L.N. Zaikina, Z.H. Timova

The processes of innovation of the Russian industrial sector in the context of sanctions pressure: problems and analysis

Keywords: innovation processes, industrial production, innovation activity, costs, sanctions pressure, product competitiveness, industrial sector, economic sustainability.

Annotation. Purpose: to present the real positioning of the industrial production sector from the perspective of conducting and enabling the activation of innovation processes. Discussion: the presence of an imbalance of innovation processes in the branches of the industrial sector of the economy is highlighted, which is determined by a high degree of physical depreciation of fixed assets, a low level of capacity input, a shortage of labor resources, and financial difficulties. The anti-Russian sanctions have become a catalyst for the development of our own technologies and products. Restrictions on the import of equipment and materials force enterprises to look for alternative solutions, stimulate the development of new products and optimize existing processes. Without innovation, it is impossible to ensure the competitiveness of domestic products. Results: the paper presents a possible reduction in the imbalance of innovation processes in industrial production sectors, allowing to activate innovation processes, reducing the sanctions pressure and import dependence of Russia.

E.N. Kamyshanchenko, M.N. Orel, I.A. Gokinaeva, A.V. Ostrovskaya

New trends in the diversification of regional economic development factors at the stage of increased sanctions

Keywords: region, regional economy, economic development, increased sanctions, regional industry, productive forces, technological modernization, innovation.

Annotation. Purpose: to study new trends in the diversification of regional economic development factors at the stage of increased sanctions, identify their advantages and formulate generalizing conclusions. Discussion: Regional economic development has a direct impact on the formation of sustainable macroeconomics. The positive growth of the regional economy diversifies the competitive advantages of the national economy in the global market. At the stage of strengthening sanctions, attention should be paid to new trends in regional economic development. Results: the classification of factors of regional economic development is described: natural and geographical, industrial, innovative, institutional, labor and external environment; the trends of diversification of factors of regional economic development are characterized: the development of local production, innovation and technology, the development of human capital, etc. An evidence-based argument is given that the stability and prosperity of the domestic economy depends on the degree of effectiveness of regional economic development.

E.V. Kletskova

Augmentation of human capital of territories and clusters as a condition for increasing the quality of life of the population and a marker of socio-economic development of regions

Keywords: region, regional economy, socio-economic development, territories, clusters, human capital, quality of life, economic indicators, innovation, integration, investment, infrastructure, education, healthcare, culture.

Annotation. Purpose: to consider the strategy of socio-economic development of the regions and its relationship with the development of human capital. Discussion: the country’s development level is realized through six «I’s» – these are innovations, integration, investments, infrastructure, artificial intelligence. The implementation of these six key aspects of the socio-economic development of the regions in the applied version materializes in the interrelationship of human capital. Results: profile drawings and a visualization table of the author’s scientific ideas on the research topic are presented. The socio-economic development of the regions creates conditions for the formation and expanded reproduction of human capital, and developed human capital, in turn, becomes a key factor in economic growth, increasing competitiveness and improving the quality of life in the regions. Investing in human capital remains the most effective way to stimulate technical innovation.

A.A. Kovrizhnykh

Implementation of the ESG agenda in the regions of the Russian Federation

Keywords: ESG-transformation, region, sustainable development, subjects of the Russian Federation, ESG-agenda, regional development, ranking, regional development.

Annotation. Purpose: to study the ESG transformation of Russian regions. Discussion: The implementation of the ESG agenda in the regions of the Russian Federation is a difficult but extremely important task. Successful implementation of ESG principles will allow regions to attract investments, create new jobs, improve the quality of life of the population and increase their competitiveness. Results: a comparative analysis was carried out using the ESG-ranking methodology of the regions of the Russian Federation proposed by the author, which showed that the practice of introducing the ESG concept into the model of regional development of the subjects of the Russian Federation is at an early stage. At the same time, the greatest attention is paid to the indicators of regional governance, the least – to the social factor, the level of the environmental aspect also remains extremely low. It is noted that the ESG transformation requires government support, the development of a balanced strategy and the formation of effective tools for its implementation.

O.A. Konograi

Analysis of the functional segment of logistics and transport of thermal-conditioned cargo in domestic railway communication

Keywords: internal communication, package cargoes, thermoregic cargo, perishable cargo, quality, delivery, temperature regime, railway transport, rolling stock, refrigerated, thermos wagon, covered container, large-capacity container.

Annotation. Purpose: to analyze the state of the functional segment of logistics and transportation of thermionic cargoes in inland railway transport in the period from 2020 to 2024. Discussion: issues of organizing the transportation of thermionic (perishable) cargoes in inland railway transport over the past 5 years (2020-2024) Results: an analysis of the volume of transportation of perishable cargoes for the period 2020-2024 was performed., the dynamics of changes in 2024 to 2020-2023 is presented, the most massive thermoregular loads are identified. The analysis of the use of rolling stock and ensuring the temperature regime for the transportation of perishable goods in the period from 2020 to 2024 in domestic traffic was carried out: compliance with the temperature regime along the entire route of perishable goods is ensured only by refrigerated rolling stock and containers, while in domestic traffic 19.4% is transported using this technology; In the thermos mode, which keeps the temperature of the cargo for a limited time, 40.2% are delivered internally, while the rest of the perishable goods are delivered only with precipitation protection (40.4%).

O.A. Konograi

Risks of quality in transport and logistics processes of temperature-sensitive cargoes on rail transport

Keywords: quality, logistics, delivery, rolling stock, perishable goods, cold chain, railway transport, transport and logistics processes, thermosensitive goods.

Annotation. Purpose: to consider possible quality risks of transport and logistics processes of thermosensitive cargoes in railway transport. Discussion: Railway transport, with its high load capacity and well-developed infrastructure, plays a key role in moving large volumes of goods over long distances. However, today the transportation of thermosensitive goods by rail is associated with specific risks that can significantly affect the quality and safety of products. Therefore, compliance with the temperature regime plays a key role. Results: the issues of the occurrence of risks of quality, damage or loss of cargo during the delivery of thermosensitive goods are considered. It has been established that it is possible to guarantee the delivery of perishable goods while maintaining the quality of products and their nutritional value only with the introduction of a continuous refrigeration chain that provides the required operating conditions for a specific perishable cargo in each link.

A.S. Korsheva, T.B. Klimova, N.L. Gusakova

Development of author’s tours in the context of transformation tourism market: empirical analysis

Keywords: tourist market, author’s tours, niche tourism, consumer preferences, tourist services, client, competition, pricing policy.

Annotation. Purpose: to analyze the key factors influencing the formation of signature tours as a specific segment of the tourist services market. Discussion: the development of signature tours as a promising direction of niche tourism in the context of the transformation of the modern tourist market is studied. Systematization of empirical data of the target audience allows us to analyze the preferences of tourists. Such an active transformation of the tourist market is caused not only by global challenges associated with the pandemic, the introduction of digital communication platforms, but also by local changes in the structure of supply and demand. Results: the key factors in choosing signature tours are: the uniqueness of the route, the personality of the organizer and the possibility of traveling in small groups. The article also presents a tool for assessing the competitive characteristics of the signature tour, which can be used in practice to create a competitive product in the rapidly growing tourist services market.

M.SH. Kurbanov, A.I. Baksheev, A.R. Minulina, D.A. Denisova

Digital twins as the basis for intelligent industrial process control in the era of industry 4.0

Keywords: industry, innovation, Industry 4.0, internet of things, industrial production, digital twin, technological processes, automated control.

Annotation. Purpose: to improve the methods of decentralized process management to increase the efficiency of the production process in industrial production due to the integration of digital twins into an automated control system (ACS). Discussion: Digital twin technology provides for the creation of a virtual model of a physical object, process, or system that can be used for modeling, monitoring, testing, and predicting possible developments based on information from a distributed network of sensors in technological equipment. Results: a scheme has been developed explaining the principle of integrating digital twins into an automated process control system (ACS) in industrial production, on the basis of which the architecture of an automated process control system in industrial production has been developed with the integration of industrial Internet of Things technology and a digital twin of the production process. The results of the study showed that the integration of digital twins into automated process control systems makes it possible to improve process control methods and increase the efficiency of the production process in industrial production.

E.I. Makrinova, N.YU. Egorova, E.G. Baladyga, A.V. Ostrovskaya

Development of methodological approaches to personnel marketing (using the example of the youth segment of the domestic labor market)

Keywords: personnel marketing, labor market, HR marketing, sanctions pressure, young professionals, labor resources, personnel training, digital tools.

Annotation. Purpose: to explore the theoretical and methodological basis of personnel marketing; to consider the practical aspects of applying new methods of personnel marketing. Discussion: HR marketing is aimed not only at creating an attractive image of the company, but also at attracting and retaining the best staff. HR marketing consists of both finding employees and promoting the HR brand and corporate culture in order to attract talented specialists. HR marketing uses various tools: promoting an employer’s brand on social media, posting vacancies on candidate search platforms, participating in job fairs, developing a job page on a corporate website, etc. Results: describes existing approaches and methods of personnel marketing, and its development over time. The conclusion is formulated that HR marketing of personnel helps to create a system of internal activities and programs to increase employee satisfaction.

E.YU. Moskvitin

Marketing research in the formation of the information base for managing socio-economic processes in the region

Keywords: region, marketing research, regional development, socio-economic processes, development programs, marketing tools, public administration, organizational and managerial activities.

Annotation. Purpose: to consider the possibilities of using marketing research to increase satisfaction with ongoing regional development programs. Discussion: the possibility of expanding the use of marketing tools in the development of actions of state institutions in the implementation of solved tasks of regional development planning is being actualized. Marketing tools help you understand what consumers want and predict their behavior. Based on these data, it is possible to develop the economic policy of the state more effectively. That is why marketing research is becoming particularly important. Results: it is concluded that the identification of individual components of the use of marketing as the most significant aspects of public administration support can be revealed by the example of using marketing research to complement existing methods for the formation of targeted programs, taking into account assessments of satisfaction with the results of their implementation.

L.F. Nugumanova, G.G. Mustafina

Development of a closed-loop economy as the main tool for reducing production waste

Keywords: production waste, resource conservation, extractive industry, ecology, recycling, secondary resources, industrial production, low-carbon economy, infrastructure.

Annotation. Purpose: to determine the significance of the role of the circular economy in solving the problem associated with the growth of production waste. Discussion: despite the fact that there are many tools designed to solve the problem of production waste, scientific interest in the development of the circular economy remains high on the part of both Russian and foreign scientists. The circular economy as part of the green economy can become one of the effective tools for solving the problem associated with the growth of production waste. Official statistics, indicators of large economic entities demonstrate low involvement of production waste in reuse as a resource. Results: the study is aimed at finding effective tools for implementing the principles of the circular economy in order to minimize production waste not only in the activities of large economic entities, but also in other branches of production.

S.P. Pavlenko, A.S. Astakhin, A.A. Voronov

A digital portrait of an applicant as a tool for university marketing activities

Keywords: marketing, target audiences, marketing research, digital portrait, applicants, personal characteristics, university brand, brand promotion, educational institution.

Annotation. Purpose: to identify a correlation between the description of potential applicants of the Federal State Budgetary Educational Institution of Higher Education and the peculiarities of their perception of the university for further admission and study there. Discussion: the article describes a model for the formation of a digital portrait of an applicant based on marketing research of personal characteristics of schoolchildren interested in various fields of study at the Federal State Budgetary Educational Institution of Higher Education and students enrolled in 1-2 courses of the Faculty of Economics and Management. The research methods used were analysis and synthesis, formation and confirmation of hypotheses, secondary and field marketing research, survey, observation, interview, conversion of marketing research results into digital format, methods of economic research. Results: conclusions have been drawn containing information about the factors influencing the perception of the university brand, the degree of their influence when deciding on the choice of an educational institution, which allows us to determine the directions and strategy of brand promotion.

A.S. Pisarev, A.V. Matushanskij, D.H. Mihajlidi, R.V. Badylevich

Model studies of the container glass industry status in the Russian Federation for a development strategy formation

Keywords: container glass, sustainable development, strategy, industry analysis, economic model, market forces, oligopoly, carbon intensity.

Annotation. Purpose: to study the state of the glass container industry of the Russian Federation to formulate a development strategy. Discussion: The Fourth Industrial Revolution is based on the assumption of significant retrospective data in order to determine the development prospects of technologies and industries and to form strategic and tactical goals for sustainable development. The study is based on open financial data with the purpose of mathematical and logical interpretation of macroeconomic and meso-economic indicators of certain enterprises. The analysis was carried out on static base of the last reporting year as well as for dynamics over the past 15 years. The chosen object was a container glass manufacturing industry in the Russian Federation, and M. Porter model was chosen as a method of analysis. Results: key impact aspects on industrial economic efficiency (both current and potential competition, power of suppliers and consumers, threat from substitute goods) were considered, the nature of economic relations and aspects of business impact were discussed. It was concluded that the strategy of sectoral development can largely be based on a retrospective analysis of indicators illustrating the stability of conducting business.

A.G. Radaykin, O.G. Ivonina

Principles of coordinating the subjects of the construction complex as part of the system of state management of digitalization of the economy

Keywords: digitalization, construction, coordination, enterprises, digital transformation, management, construction complex, purchasing power, digital economy.

Annotation. Purpose: to define the principles and approaches for creating a management mechanism that ensures the coherence of participants’ efforts, the integration of digital solutions and a common focus on achieving the goals of digitalization of the construction industry. Discussion: the relevance of digitalization of the construction industry is currently due to the functioning of the industry in harsh economic conditions associated with a decrease in the purchasing power of citizens and a decrease in the availability of capital for developers and construction organizations. The article examines the problem of coordination of the subjects of the construction complex within the framework of the digital transformation of the industry as a whole. Results: the authors propose principles and approaches that ensure the coherence of efforts, the integration of digital solutions, and the overall focus of participants on achieving the goals of digitalization of the industry.  One of the possible solutions to the problem may be the use of an ecosystem approach to the implementation of digital transformation in the construction sector.

I.V. Rozdol’skaya, A.G. Putyrskij, N.A. Kol’cova, A.V. Ostrovskaya

Innovative algorithms for the inclusion of school youth the HR agenda as a factor of balance regional labor market

Keywords: innovative algorithms, secondary employment, labor activity, school youth, underage workers, labor market, regional development, labor force, innovative methods, skills development, innovative technologies, staff recruitment.

Annotation. Purpose: to characterize innovative algorithms for secondary employment of schoolchildren in the labor market. Discussion: temporary employment of school youth helps to overcome the personnel shortage, increase the flexibility of the labor market, develop professional skills, develop a sense of responsibility, improve financial literacy, etc. The challenges faced by the modern labor market can be overcome by recruiting and training the younger generation, as they directly affect successful regional development. Results: the reasons for the active involvement of school youth in secondary employment (shortage of qualified personnel, discrepancy between education and labor market needs, rapid technology change, etc.) are formalized; innovative methods of attracting and training underage workers are proposed: microstages and project vacations, mentoring programs from industry professionals, crowdsourcing platforms for solving business problems.

M.F. Ruban, I.M. Kublin, V.A. Bespal’ko

Modern solutions in the field of application of innovative technologies in the system of industrial marketing and quality management

Keywords: innovative technologies, quality management, quality management, industrial marketing, cloud services, artificial intelligence, blockchain, digitalization, digital twins.

Annotation. Purpose: to review modern tools, innovative technologies that can improve the efficiency of the QMS in production, minimize the risks of defects, optimize production and technological processes. Discussion: the article discusses the problems of introducing innovative technologies into the quality management system (QMS) at enterprises. It is emphasized that technologies such as automation, cloud services, artificial intelligence and blockchain can significantly improve quality management processes. The relevance of the study is due to the digital transformation of most manufacturing complexes in Russia and abroad. Results: the transition of strategically important sectors of the domestic industry to national quality standards requires the creation of import-independent information and digital systems. Therefore, to adapt the existing QMS to new political and economic challenges, an interdisciplinary approach is needed that can combine advanced quality management practices with business processes. For this purpose, the article discusses examples of successful cases from the practice of large Russian companies on the implementation of innovative technologies in the QMS.

V.P. Samarina, V.A. Samarin, E.N. Kamishanchenko

Digital profile of the Murmansk region: economic potential and development prospects

Keywords: digital profile, economic development, Murmansk region, digitalization, investments, infrastructure, economic potential, regional development.

Annotation. Purpose: to analyze the digital profile of the Murmansk region with an emphasis on the economic potential, to study the current level of digital development of the region. Discussion: The digital profile of the region is a structured database reflecting the economic, social, infrastructural and technological potential of the territory. For the Murmansk Region, located in the Arctic zone of Russia, the creation and development of such a profile is of particular importance, as it allows us to identify growth points, attract investment and optimize resource management Results: an assessment of the digital profile of the Murmansk region showed that the region has experience in implementing digitalization in the economic space. However, the digital development of the region is facing a number of challenges: Internet coverage, staff shortages, and high technology costs. Solving these problems requires coordinated efforts on the part of the government, business and educational institutions, as well as the active involvement of citizens.

V.P. Samarina, T.P. Skufina, E.N. Kamyshanchenko

Concerning assessment of the innovative digital potential factors of the Arctic region’s industrial enterprise

Keywords: comprehensive assessment, innovative potential, digital potential, innovative conditions, innovation receptivity, digitalization, industrial enterprise, Arctic regions.

Annotation. Purpose: The development of the authors’ methodology for evaluating the factors of innovative digital potential and its testing on one of the Russian Arctic’s industrial enterprises. The discussion: the research proceeded from the fact that various factors of the external and internal environment that change over time and need study and constant control have influence on innovative digital potential. The factors of influence on innovative digital potential in the work are proposed to be investigated comprehensively, from two interconnected positions: firstly, external innovative conditions; secondly, the innovative digital susceptibility of the enterprise. The work is updated by the fact that enterprises located in the Arctic operate in difficult natural and climatic conditions that force to constantly develop and introduce digital innovations to optimize production processes and reduce production costs. Results: the assessment of JSC Kovdorsky GOK’s activities showed the significant susceptibility of the enterprise to digital innovation against the background of a slight positive influence of external innovative condit.

S.V. Syatchikhin

Study of the relationship between demographic processes and labor behavior of the population in the territories of the Kama region

Keywords: demographic processes, labor behavior, population, municipalities, Perm Krai, Kama region, labor resources, shortage of personnel.

Annotation. Purpose: to analyze the relationship between demography and labor indicators in the territories of the Perm Region. Discussion: in the territories of the Kama region, there are trends in population decline, a decrease in the proportion of the able-bodied population, natural mortality and migration outflow. Demographic processes have led to a reduction in the number of employees in organizations, which is most typical for medium and small municipalities, and the concentration of labor resources in the largest and largest municipalities. Results: the research methodology includes socio-economic analysis, graphical interpretation, comparative analysis of territories in terms of demography and labor. It is concluded that it is necessary to take measures to increase the population, increase the birth rate and reduce mortality, migration influx of the population and the redistribution of labor resources in the territories of the Kama region.

E.E. Tarasova, M.N. Orel, G.G. Vukovich, A.V. Ostrovskaya

Concepts and trends of secondary school employment: emanation of the regional labor market

Keywords: labor market, regional development, secondary employment, underage workers, personnel shortage, digital technologies, service sector, types of work, labor skills.

Annotation. Purpose: to identify current trends and concepts of secondary school employment at the stage of development of the regional labor market. Discussion: Temporary employment of schoolchildren is closely linked to regional and national labor markets. It has both direct and indirect effects on it, which are determined by several factors: the structure of the economy, the level of technological development, the social and cultural characteristics of society, labor potential, the level of employment, etc. Attracting students to the work environment by increasing their interest has a positive effect both on the students themselves and on the state of the modern labor market. Results: the main indicators and markers of secondary school employment were identified: digitalization and remote work; services and hospitality; education and culture; STEM skills development; social entrepreneurship. The factors that have a positive impact on the regional labor market under the influence of the growth of temporary employment of students are described.: reducing staff shortages, developing new competencies and creating a work culture for schoolchildren, etc.

M.G. Treyman, D.YU. Ignatova, A.V. Kupryakova

Analysis of methods for assessing the natural resource potential of the Arctic regions

Keywords: natural resource potential, Arctic zone, rental method, integrated method, indicative method, cost estimation, ecosystem services, resources.

Annotation. Purpose: to conduct a study that includes an analysis and comparative assessment of methods for determining the natural resource potential of the Arctic regions. To identify the advantages and limitations of each method and to conclude that it is advisable to use these methods to assess the natural resource potential in the Arctic regions. Discussion: The article discusses key methods for assessing PRP, including rent, cost, cost, indicative methods and an ecosystem approach. Special attention is paid to the analysis of their applicability to the Arctic conditions, where factors of high resource intensity, environmental vulnerability and complex logistics are critically important. Results: a detailed comparative analysis of the advantages and limitations of each approach was carried out. It has been established that the expensive TEEB method and approach are the most effective for assessing the Arctic zone’s PRP. The scientific significance lies in the proposal of a combined use of two approaches for the sustainable management of the Arctic’s natural resources.

N.G. Falaleev

Waste and resources: on the role of terminology in creating a system for waste management of recycled resources and goods that have lost their consumer properties in the Russian Federation

Keywords: environmental economics, recycling, regeneration, recovery, waste, secondary resources, environmental monitoring, consumer properties, recycling, closed cycle, nature-like economy, environmental legislation, protection, environment, pollutants.

Annotation. Purpose: to explore terminology in the field of waste management. Discussion: significant contradictions in the conceptual framework have been identified that slow down the process of economic involvement of secondary resources in reuse. A common position was noted on the need to reform legislation and clarify terms that make it possible to define what is a «waste» and what is a «resource». No specific solutions have been found to change the situation. Creating an effective waste and recycling management system is a complex task that requires a clear understanding of processes, technologies, and legal requirements. Results: original terms and definitions are proposed for inclusion in regulatory legal acts that exclude the double interpretation of the meaning of the word «waste». A variant of the restructuring of legislation on production and consumption waste has been developed, which makes it possible to form a closed-cycle economy.

A.S. Khvorostyanaya

Investigation of light industry and fashion enterprises strategic management fundamentals in France

Keywords: strategy, strategic priority, strategic management, light industry, fashion industry, corporate values, corporate strategizing, government support.

Annotation. Purpose: To analyze the strategic management of the light industry and fashion enterprises in France in order to identify the key mechanisms that ensure the country’s strategic leadership. Discussion: The study is aimed at studying the role of historical traditions, public policy and corporate strategies in the competitive ecosystem formation. France demonstrates an example of a systemic approach to strategizing the light industry and fashion enterprises. Results: The industry under study occupies a special position of France – historically, it has been recognized as a significant economic asset and a cultural phenomenon. Modern strategic documents emphasize the role of this economy sector at the state level; support and systemic development are enshrined in national strategic priorities. Particular attention is paid to preserving the unique skills workforce, craft traditions, which have long been considered a national competitive advantage and a distinctive feature of the national strategic brand (Made in France). The entrepreneurial sector develops long-term strategies that include clear missions and corporate values. The strategic management system is built entirely on the part of both the state and industry.

YU.V. Khodkovskaya, E.I. Shafikov

Digital innovations as a tool for sustainable economic growth of oil and gas companies

Keywords: digitalization, innovation, economic effect, sustainable growth, development, oil and gas business, management, company, transformation, model.

Annotation. Purpose: to study the digitalization of business processes of oil and gas companies and their impact on economic growth and sustainable business development in relation to the volume of investments in innovations for 2015-2024, to identify the economic feasibility and strategic importance of digital innovations in oil and gas companies, to conduct a SWOT analysis of the implementation of digital innovations, to develop the architecture of the digitalization model in an oil and gas company. Discussion: digital transformation of business processes of oil and gas companies is an integral part of the modern industrial landscape, since the competitiveness and efficiency of using digital innovations depends on the level of technological equipment, data quality, flexibility of business models, cybersecurity and government support. Digital innovations allow companies to implement the principles of environmental and social responsibility, reducing their environmental footprint, increasing the transparency of supply chains, and stimulating the development of green energy. Results: the conducted study of the use of digital innovations as a tool for sustainable economic growth by oil and gas companies revealed the need for a radical transformation of resource management models, despite the growing profitability and capitalization of the business. Digital innovations in oil and gas companies have significant transformational potential, so it is necessary to scientifically integrate the digitalization model into the corporate architecture of information technology.

P.S. Tcvetkov, A. Andreichyk, YU.N. Vasilev

The Russian oil and gas industry in a low-carbon transition: analysis of companies’ business models

Keywords: low-carbon business models, decarbonization, Paris Agreement, sustainable development, carbon neutrality, oil and gas industry, correlation analysis, regression analysis.

Annotation. Purpose: to analyze the transformation of corporate strategies of Russian oil and gas companies in the context of the global low-carbon transition and to assess the factors influencing the dynamics of CO₂ emissions. Discussion: based on a systematization of approaches to the formation of low-carbon business models, a comparison of decarbonization strategies of leading companies, as well as a PESTEL analysis of the institutional environment. At the empirical level, methods of correlation and regression analysis have been applied to identify the relationships between economic and environmental indicators and CO₂ emissions. Results: There is a noticeable polarization in terms of corporate approaches to reducing CO2 emissions, from active investment reorientation to maintaining a conservative development model. In all cases, companies’ strategies and business models take into account environmental aspects of their activities, but they do not always address issues of reducing greenhouse gas emissions in Scope 1-3. In general, this work makes it possible to analyze the level of readiness of Russian oil and gas companies to operate in the face of stricter climate policy, as well as identify promising areas for the transformation of the industry.

Zhang He

The study of the relationship and coherence of regional cultural influence and economic development from the perspective of spatial differentiation

Keywords: cultural resources, economic development, degree of connectivity, degree of coherence, spatial differentiation, regional development, regional economy, economic model, economic growth, cultural market.

Annotation. Purpose: to investigate and describe current trends in the interdependence of the cultural influence of the region and its economy. Discussion: Chinese modernization is a process in which material and spiritual civilizations harmoniously combine. As a manifestation of spiritual civilization, cultural influence and its coordinated development with the economy are urgent tasks that need to be addressed. Understanding current trends and challenges, as well as developing effective development strategies, will enable regions to unlock their cultural potential and ensure sustainable economic growth. Culture is not only a legacy of the past, but also an investment in the future. Results: cultural influence and economic development have clear regional differences; the level of connectivity between provinces is generally high, but there are significant differences in the level of coherence; the spatial distribution of system coherence shows a clustering effect.

Zhou Chuanshi

The state of cross-border trade, economic, and transport cooperation between Russia and China

Keywords: trade and economic cooperation, cross-border trade, Russia, China, Far Eastern Federal District, socio-economic development, regional development, trade turnover, import, export.

Annotation. Purpose: to assess the current state of trade and economic cooperation between the border territories of Russia and China. Discussion: it has been established that in 2024 the total trade turnover between Russia and China amounted to 244.8 billion dollars, of which 33.8 billion dollars is the trade turnover between the regions of the Far Eastern Federal District (Far Eastern Federal District) and China. Among the regions of the Far Eastern Federal District of the Russian Federation, the most involved in international cooperation with China are: Primorsky Krai, Amur Region, Zabaykalsky Krai. Moreover, in 2023, the Primorsky Territory accounted for about 25% of the Far Eastern Federal District’s trade turnover with China ($8.5 billion). On the Chinese side, provinces such as Heilongjiang (and, in particular, the city of Heihe), Jilin and Inner Mongolia participate in cross-border cooperation with Russia. Results: the main trends in the development of cross-border trade and economic cooperation between China and Russia are substantiated: the rapid development of the countries’ total trade turnover in 2021-2023 and its slowdown in 2024, the growth of trade in the border regions, and the energy and raw materials exports of the Russian border region.

A.YU. Shamkov, E.E. Shvakov

The concept of sustainable development as a theoretical basis for the functioning of an industrial enterprise’s economy

Keywords: sustainable development, enterprise economics, social activities, environmental activities, economic activities, economic systems, national strategy, sustainable production, economic processes.

Annotation. Purpose: to study the practical implementation of the principles of the concept of sustainable development at the enterprise level. The article attempts to theoretically substantiate certain aspects of the organization of the company’s activities in accordance with the concept of sustainable development. In contrast to the existing approaches to analyzing the activities of enterprises to achieve the goals of sustainable development, the authors propose to consider social and environmental activities in an inextricable link with economic ones. Discussion: it is the scale of economic activity and its effectiveness that determine the content of social and environmental activities, as well as the company’s ability to develop and implement them. Results: the minimum boundaries of social and environmental activities have been determined from the standpoint of ensuring the sustainable development of the enterprise’s economy, as well as the possibility of their expansion at the current stage of development.

A.D. Epstein

Involvement of the population in activities aimed at reducing anthropogenic pressure on water bodies: an institutional analysis

Keywords: sustainable development, sanitation, wastewater, municipality, community, housing and communal services, free rider problem, anthropogenic load.

Annotation. Purpose: to identify priority ways to involve the population in decision-making to improve the quality of wastewater treatment and to make proposals to increase the potential for the development of wastewater management through the formation of an ecological culture of the population and its involvement in decision-making to improve the quality of wastewater treatment. Discussion: Reducing the volume of polluted wastewater entering water bodies is a national goal. The population is a key link to achieve this goal, however, it is not included in the number of stakeholders, does not participate in decision-making, and even formally does not have channels for participation and feedback. Results: research has shown that there is an institutional contradiction in the relations of the population with other participants in the wastewater market. On the one hand, the sanitation service in housing legislation has nothing to do with the quality of wastewater treatment. On the other hand, the payment of the population for sanitation is the main source of financing for sanitation. The proposed platform «Sustainable Development Goals (SDGs) in my City» is the development of an environmentally responsible informal institution and the opportunity to solve the created problem of a stowaway regarding the constitutional obligation of citizens to participate in environmental protection.

E.V. Yanchenko

The market of “green” technologies in the context of digitalization: opportunities and challenges for sustainable economic growth

Keywords: green technologies, digitalization, digital transformation, sustainable development, economic incentives, economic growth, investments, climate technologies.

Annotation. Purpose: to study the conceptual foundations of functioning and analyze market conditions from the perspective of opportunities and challenges for sustainable economic development. Discussion: At the current stage, the green technology market is heavily dependent on direct administrative and indirect economic incentives provided by government national and supranational regulatory authorities. In the Russian Federation, the green technology market is in its infancy, characterized by slow and unstable growth. Results: the role of digital solutions in the development of “green” technologies is revealed; the concept and structure of the green technology market are clarified; sustainable development goals are identified, in achieving which green technologies are of the greatest importance; opportunities and challenges to functioning are identified; the interrelation of the green technology market with the digitalization process, less pronounced at the national level compared to the global one, is established; specific development trends are identified; solutions are proposed aimed at minimizing negative consequences.

A.S. Gostev

Identifying key credit risk factors for Russian economy industries using fundamental models

Keywords: credit risk, fundamental models, classical models, qualitative models, market models, bankruptcy forecasting, Russian economy, crisis phenomena.

Annotation. Purpose: to identify the most suitable for Russia class of credit risk assessment models, to eliminate its shortcomings, and to apply it to identify key industry factors of credit risk in the current economic conditions. Discussion: comparative analysis revealed that the class of fundamental models is the most suitable for the Russian banking sector. However, studies within this class have significant limitations, manifested primarily in the low predictive accuracy of even models adapted to the conditions of developing markets in countries with economies in transition, including Russia, due to the onset of specific for domestic economy crisis phenomena over the past decade. Another significant drawback is the neglect of industry specifics and the economic cycle influence, owing to the scientific community’s focus on certain types of models within this class, most often based on financial indicators. Results: as a solution, the author proposed a method for constructing individual fundamental models for key sectors of the Russian economy (by the share of total debt), using open data from 2015 to 2024, integrating macroeconomic and financial indicators. Moreover, using these models, the author identified unique combinations of key factors influencing credit risk level for the selected industries and the aggregated category of other industries.

А.А. Kizim, S.М. Savvidi, М.А. Kushneruk

Management of financial flows and risks of the organization

Keywords: financial flow, financial risk, business activities, cash flow, financial strategy, financial stability, cash, business processes of organizations.

Annotation. Purpose: to analyze the state of financial flows and identify the risks of organizations. Discussion: The introduction of effective management tools and the integration of approaches to managing financial flows and risks allows organizations to increase financial stability, reduce the likelihood of crisis situations and ensure sustainable growth in the long term. Results: definitions of the concept of «financial flow», as well as the category of «financial flow management of an enterprise» are presented. The importance of financial flow management strategies is highlighted. Typologies of financial flows are presented. The place of financial flow management in the financial strategy of the enterprise is indicated. Financial flow management is considered as a multi-level analytical process aimed at ensuring financial stability and adaptability to changes in the external environment. The concept of financial risk is defined and the types of financial risks of the enterprise are listed.

T.V. Lipskaya

Integration indicators of sustainable development in a Russian commercial bank

Keywords: sustainable development, ESG integration, ESG indicators, commercial bank, environmental risks, social responsibility, corporate responsibility, taxonomy.

Annotation. Purpose: to substantiate and systematize approaches to the integration of sustainable development indicators into the activities of Russian commercial banks within the framework of the dual ESG integration model. Discussion: the theoretical, methodological and applied aspects of integrating the principles of sustainable development into the activities of Russian commercial banks are considered. The author considers a dual model of ESG integration, in which the bank simultaneously acts as a subject of sustainable development and as an active translator of ESG principles in the external environment. Results: a comparative analysis of the practices of Russian banks-leaders in sustainable development, as well as regulatory norms and recommendations, revealed key metrics reflecting the maturity level of ESG approaches in banks: the availability of a sustainable development strategy, emission accounting procedures (Scope 1-3), the availability of “green” assets, the use of ESG scoring borrowers, stress management-tests, availability of responsible financial products, implementation of social policy, ensuring transparency of management, availability of ESG ratings and completeness of non-financial reporting. Based on the analysis, an algorithm for implementing ESG parameters in strategic, operational and risk-oriented management for banks lagging behind the integration leaders is proposed.

ZH.D. Zhukova

The role of BRICS in the modern global economy: the integration aspect

Keywords: BRICS, international integration, international cooperation, economic cooperation, regionalism, developing countries, multipolarity, trade agreements.

Annotation. Purpose: to analyze the theoretical foundations of international economic integration and determine the role of the BRICS association in the modern world economy. Discussion: the article discusses the key concepts of economic integration, the main stages of the BRICS formation and the strategic goals of cooperation between the participating countries. To assess the evolution and current state of BRICS, official documents and declarations of BRICS summits, statistical data on the share of the BRICS countries in the world economy, as well as expert assessments were analyzed. Results: the results show that, although BRICS is not a classic integration with formalized trade agreements, the association has developed an alternative model of cooperation that helps strengthen the positions of developing countries. BRICS has created new institutional mechanisms (for example, the New Development Bank) and surpassed the G7 in terms of share in global GDP, which indicates a shift in economic influence towards developing economies.

M.S. Komov

Problems of sectoral integration in the field of transport in the Eurasian economic union and strategic directions for their solution

Keywords: transport, integration, transport system, road transport, rail transport, air transport, water transport, pipeline transport.

Annotation. Purpose: to identify and investigate the problems of sectoral integration in the field of transport in the Eurasian Economic Union and propose strategic directions for their solution. Discussion: One of the priority areas of integration in the Eurasian Economic Union is the formation of a single transport space. Work in this area needs to be built taking into account the specific features of the integration of each segment of the transport services market and the type of transport: automobile, railway, air, water, pipeline, as well as transport infrastructure. Results: the most significant integration problems for each type of transport in the Eurasian Economic Union have been identified, and appropriate solutions have been proposed. It is concluded that it is necessary to increase the efficiency of the integration of national transport systems and the formation of a single transport space in the Eurasian Economic Union.

V.I. Noga, N.A. Dadayan

Positioning of the national brand in a number of BRICS countries:  using experience in the interests of Russia

Keywords: national brand, experience, models, brand positioning, branding, territorial marketing, internal audience, external audience.

Annotation. Purpose: to explore existing examples of building a national brand in a number of BRICS countries. Discussion: The importance of building and positioning a national brand is emphasized. It is noted that in Russia in the 90s of the XX century a number of values of foreign countries were considered as preferred to the detriment of their own. The approaches implemented in Brazil, China and India are investigated. Results: it is concluded that Russia has a more advantageous position in many issues related to the positioning of the national brand. Initially, the concepts of «region in a competitive field» and «branding to solve internal problems» are already being implemented. However, the experience of India and China should be taken into account, which cultivate interest and pride in national culture and history among young people, which contributes to a more complete focus on the realization of national interests within the framework of the positioning of the national brand.

V.A. Umanets

Practical processes for increasing international competitiveness of Russian high-tech companies

Keywords: international competitiveness, high-tech companies, information technology, global strategies, outsourcing, business processes, integration, cybersecurity.

Annotation. Purpose: to study the mechanisms of increasing the international competitiveness of Russian high-tech companies. Discussion: the article examines how, in the context of digital transformation and geopolitical instability, Russian high-tech companies are revising their strategies in order to increase international competitiveness. The study shows that strengthening competitive advantages is possible only through a comprehensive approach, including institutional support, investment in R & D and integration into global value chains. Information technology is becoming an integral element of competitiveness, as it is in many ways an important source of strategic advantage. The examples of Yandex and Kaspersky show that technological leadership is possible only with the systemic integration of IT into business processes. Results: mergers and acquisitions, international alliances and R & D outsourcing act as a tool for global expansion and rapid elimination of technological gaps. It is concluded that competitiveness depends not on resources as such, but on the ability to manage them and quickly adapt, which allows compensating for the structural limitations of the Russian economy.

A.N. Asaul, I.V. Drozdova, G.F. Tokunova

Economic factors creating an environment for the sustainable functioning of the secondary resources circulation sector

Keywords: waste management, secondary resources, waste recycling, recycling industry, investment, government supervision, reforms, technological factors, institutional factors, economic factors.

Annotation. Purpose: to investigate and uncover the economic factors that create an environment for the sustainable functioning of the sphere of secondary resources circulation. Discussion: the progressive movements of Russia towards the model initiated by the waste management reform aimed at creating an integrated waste management system, where waste is considered as a valuable resource, and the sphere of secondary resources is considered as a full-fledged segment of the domestic economy. The key role in the sustainable functioning of the sphere of secondary resources is played by economic factors that determine its structure, dynamics and efficiency. Results: an assessment of economic factors and regulatory aspects was carried out, which showed that the state has a rich arsenal of incentives, and in recent years it has been actively applying them (guarantees, concessional financing, increased burial fees, EPR reform, etc.), it was found that the key to success lies in an integrated approach organizing waste recycling processes and continuing reforms.

R.A. Dolzhenko

Queue in dining houses and ways to eliminate them

Keywords: public catering, corporate canteens, social canteens, queues, customer flow, queue management, self-service technologies, economic effect.

Annotation. Purpose: to develop methodological recommendations for their elimination in the field of public catering (social and corporate canteens). Discussion: One of the key features of the modern economy is the constant increase in the speed of basic relations between subjects. Digital technologies are the main source of acceleration, but they may not be used in all industries and fields due to their characteristics, historical background, and other factors. One of these industries is catering, in particular the system of public and corporate canteens, the speed of service provision in it is determined by the production capabilities and the food distribution line. Results: the study allowed us to identify a whole range of initiatives, the implementation of which can significantly reduce the speed of service in queues, which means to increase the capacity of the distribution line in canteens. The catering market in our country is estimated at up to 2.3 trillion rubles. Thousands of organizations operate on it. Any resident of the Russian Federation of working age has ever encountered a situation of standing in line at public catering organizations. The developed recommendations can help relevant organizations solve similar problems in their practice.

N.S. Zakalistova

Labor adaptation as a factor in transforming the ecosystem of intellectual mobility of oil and gas industry staff

Keywords: personnel, personnel adaptation, intellectual mobility, oil and gas industry, personnel competencies, adaptive potential, human potential, mobility of competencies.

Annotation. Purpose: to determine the degree of influence of personnel adaptation on their intellectual mobility in modern conditions. Discussion: staff adaptation plays an important role in the formation and development of their intellectual mobility. Successful adaptation creates a solid foundation for further learning, knowledge sharing, and innovation. Investments in personnel adaptation are investments in the intellectual capital of a company and its long–term competitiveness. An adapted employee has the necessary basic knowledge and skills to effectively master new technologies and competencies. He understands the context of the work better and learns new information faster. Results: in the course of the study, the authors characterized the adaptive potential of employees of companies in the oil and gas industry, on the basis of which the mechanism of formation of intellectual mobility was described.

E.YU. Moskvitin

Analysis of program-targeted performance indicators of state programs on the example of the Rostov region

Keywords: region, development program, assessment, effectiveness, program and target indicators, government programs, socio-economic policy, Rostov region.

Annotation. Purpose: to consider the program-target performance indicators of government programs in the region using the example of the Rostov region. Discussion: attention is focused on the fact that the range of tasks to be solved with the help of performance indicators of government programs, the procedure and method of their application have been fully developed, but accurate and reliable assessment of their effectiveness still remains a rather difficult problem. Results: it is concluded that the evaluation of the implementation of programs allows us to draw conclusions about the success of their application (each program separately), but it is advisable to carry out their comprehensive assessment. It has been demonstrated that satisfaction assessments are not sufficiently taken into account among a significant number of programs in the Rostov region – they are represented in several programs and are not leading. For this reason, the importance of satisfaction remains undisclosed, not only for analyzing the results of individual programs, but also for evaluating the entire socio-economic policy.

S.M. Nikonorov, A.B. Lisyanskij, S.A. Aniskina

International energy projects in the arctic: existing and prospective

Keywords: Arctic, energy projects, renewable energy sources, energy sources, carbon-free technologies, hybrid transport, non-Arctic countries, oil reserves.

Annotation. Purpose: to conduct a review study of international energy projects in the Arctic. Discussion: the Arctic is of strategic importance in the energy context. The region’s energy potential is determined not only by oil and gas reserves, but also by the potential for the development of renewable energy sources. In the context of global need for energy security, the Arctic is becoming an important part of global energy plans. The Arctic is not an isolated system, and what happens in the Arctic is not limited to it. In many cases, solutions to Arctic problems cannot be achieved by focusing solely on the region itself. The demand for the development of Arctic energy resources is growing and will continue to grow, as Arctic states face increasing pressure to meet their energy needs. The development of Arctic energy resources is closely linked to complex political, economic, social, environmental and technological issues. In particular, energy projects in the Arctic are addressed not only by Arctic states, but also by others, only indirectly related to this area, but interested in energy resources and solving global problems. Results: the participation of non-Arctic countries in energy projects in the region is important for ensuring global energy security. For example, France is actively involved in research projects in the Arctic, China and India cooperate with Russia and other countries that are members of the Arctic Council by investing in their programs.

E.A. Salmanova

Target market choosing when business strategy developing: structure of managers’ conceptual-categorial apparatus

Keywords: target market, business strategy, functional strategies, conceptual and categorical apparatus, frame structure, sales volume, commercial success, marketing.

Annotation. Purpose: weak points identification in managers-practitioners’ approaches to target market choosing – from a point of view of its influence on business strategy potential effectiveness, also conceptual-categorial apparatus structure development appearing as basis of technological approaches to target market choosing. Discussion: some significant weak points in the managers-practitioners’ approaches to target markets choosing identified; the weak points are able to restrict effectiveness of business strategies oriented on target markets with fuzzy borders, actual size underestimated and key success factors’ unclear structure. Results: the results shown expediency of revealing differences between managers-practitioners’ conceptual-categorial apparatus and its reference version. The conducted studies have demonstrated significant “bottlenecks” in the approaches to identifying target markets implemented by practicing managers. Underestimation of the importance of careful identification of the boundaries of the markets under consideration quite naturally leads to the targeting of the business strategy developed by managers on very heterogeneous (from the point of view of the specificity of the expectations of target audiences) markets and, accordingly, to the “dispersion” of the resources used in implementing the business strategy.

N.B. Fedorova, G.V. Meshkova, M.N. Orel, A.M. Zadimidchenko

A systematic approach to the modernization of human resource management technologies in the food industry at the stage of multifactoral instability

Keywords: human resources, food enterprises, food industry, HR marketing, HR technologies, domestic market, corporate culture, innovation, staff motivation.

Annotation. Purpose: to study the theoretical and methodological basis for the modernization of human resource management technologies in the food industry at the stage of multifactorial instability; to consider the practical aspects of modernizing human resource management technologies and ways to successfully introduce new technologies and techniques into the labor management system. Discussion: visualizations of HR management in the food industry are proposed; the role of innovation in HR marketing as the most flexible and representative element of HR management is considered. Results: the use of verbal and graphical models makes it possible to simplify the implementation and application of HR technologies in the domestic food industry; theoretical recommendations for optimizing labor costs have been formed. A systematic approach to the modernization of human resource management technologies in the food industry in conditions of economic instability makes it possible to strengthen the company’s stability in the food industry market.

K.O. Shcherbina, T.B. Brikota, I.A. Gokinaeva, N.A. Kol’cova

Theoretical and methodological aspects of food company personnel management: HR optimization scripts and algorithms

Keywords: food enterprises, human resources management, innovative technologies, HR techniques, training programs, HR marketing, human resources, strategic management.

Annotation. Purpose: to study the theoretical and methodological basis for improving the personnel management system at food enterprises; to consider the practical aspects of personnel management at food enterprises and ways to successfully implement new technologies and techniques in the personnel management system. Discussion: examples of using new HR optimization methods for domestic food industry organizations (Bitrix24 HRM system and internal virtual reality training programs) are considered; The results that followed the application of the new techniques are described, as well as examples of specific activities. Results: the features of HR marketing in the food industry are revealed; the problems and methods of their solution are described with the specification of possible measures. It is noted that the personnel of food industry enterprises represent a set of human resources and is an essential component of the final product.

T.N. Yakubova, A.A. Pliushchev

The infiuence of internal factors of a travel company on the effectivness of itstourism prodact

Keywords: management, tourism industry, tourism product, competitiveness of the tour operator, internal factors, travel companies, customer satisfaction, consumer preferences.

Annotation. Purpose: to conduct a comprehensive analysis and determine the degree of influence of internal factors of the travel company’s activities on the effectiveness of the tourism product being sold. Discussion: The effectiveness of a travel company’s travel product largely depends on internal factors that determine its quality, attractiveness, and the company’s ability to successfully promote it on the market. Comprehensive and effective management of these factors allows the travel company to create competitive travel products, meet customer needs, ensure profits and support sustainable development. The use of modern technologies and innovations makes it possible to automate business processes and create unique travel products. Companies with a well-developed quality management system can ensure a higher level of customer satisfaction and receive more positive feedback, which helps to increase customer loyalty and attract new customers. Results: practical recommendations have been developed for optimizing internal processes that increase the competitiveness and quality of tourist services. It has been established that companies investing in staff training and the development of innovative travel products can offer more attractive and competitive tours.

E.I. Baldina, A.N. Zedgenizova, A.A. Tagibova, A.A. Cygankova

Development of adaptation mechanisms of the HR management system

Keywords: personnel management, staff adaptation, staff motivation, staff involvement, recruitment, staff shortage, digital tools, labor market, staff retention.

Annotation. Purpose: to study the adaptation mechanisms of the personnel management system, to identify methods and approaches to personnel selection. Discussion: in conditions of personnel shortage, the topic of personal management is of particular relevance. At the II All-Russian HR Forum “PERSONNEL SELECTION AND ADAPTATION 2025”, the speakers discussed methods of personnel selection and adaptation. A number of digital tools were introduced to optimize the hiring process. Results: the conference was attended by: Moscow Government, Alfa-Bank, Russian Post, Magnit, OMK, Delimobil, SDEK, Moscow Metro, Sibur, Postbank, Pharmstandard, Work.ru , Transcontainer, Stroytransneftegaz, S8.Capital, Auchan Retail Russia, NPO ORION, FriendAdd, Sanofi, Technogroup, Moskva Production, etc. The speakers discussed innovative approaches to attracting, integrating and retaining staff in the context of a shortage of the domestic labor market.

Z.A. Kostina, L.V. Biryukova, A.A. Tagibova, A.A. Cygankova

The influence of motivational mechanisms of the HR management ecosystem on staff loyalty and engagement in conditions of labor supply shortage

Keywords: HR management, HR, staff involvement, staff motivation, motivational mechanisms, corporate training, digital transformation, business games, HR ecosystem.

Annotation. Purpose: to identify the role of motivational mechanisms and staff involvement in conditions of a shortage of labor supply. Discussion: The speakers discussed the advantages and disadvantages of business games, identified the need for corporate training, and gave advice to HR directors. The conference was attended by representatives of the following companies: OMK Corporate University, Avangard Bank, Tochka Bank, Netologiya, VkusVill, Yandex Praktikum, Metallokomplekt-M, OTP Bank, Daccord (Legrand), Avito, Fourseditor, SANKOM, AlfaStrakhovanie, EVM Group, Eurochem, Development Academy, Rosbank, FMSM LLC, Bonnie&Slide, StickPeek, Vedomosti, GK Novator, HR Compass, etc. Results: experts and heads of various corporate centers made presentations and came to a common opinion that motivational mechanisms that directly affect staff engagement are the key to effective operation of a developing company. Four motivational mechanisms were identified: internal, external, social, and psychological.

V.A. Sinyukov, A.I. Baksheev, N.YU. Veselova, A.A. Cygankova

Methodological imperatives of personal management: evolution of the ecosystem as a factor of sustainable growth of labor productivity

Keywords: personal management, labor productivity, staff adaptation, non-standard employment, young staff, recruitment, staff retention, staff turnover.

Annotation. Purpose: to analyze the imperatives of personal management and the modern labor market in conditions of personnel shortage. Discussion: the role of personal management in ensuring sustainable labor productivity growth is great. Due to the acute staff turnover, HR experts have suggested ways to attract and retain young employees. The speakers noted the special relevance of non-standard types of employment. Results: the forum was attended by representatives of: OOO «Univer», OOO «Teremok Russian Pancakes», Center for Social Innovation, OGBU «Tomsk Regional Resource Center», UVM GU of the Ministry of Internal Affairs of Russia,

«Omega. Technologies of the Future», ANO «Be Yourself», Safeology Group, LLC «Safety Laboratory», LLC «Business Psychologists», VTB, EcoStandard group, PLATON, etc. The event was attended by 6,000 participants from 79 regions of Russia and 10 foreign countries. The speakers identified the need to develop the youth segment of the labor market.

V.A. Sinyukov, N.R. Hadasevich, A.A. Tagibova, A.A. Cygankova

Diversification of development tools for the youth segment of the domestic labor market as a condition for overcoming the staffing shortage

Keywords: youth segment, staff motivation, staff shortage, staff retention, remuneration system, corporate culture, staff recruitment, working climate.

Annotation. Purpose: to clarify the tools for the development of the youth segment of the domestic labor market, to demonstrate the role of staff motivation in conditions of personnel shortage. Discussion: HR experts discussed the impact of corporate culture on the working climate. In modern conditions, the role of young employees in the activities of companies is becoming particularly important. Therefore, the use of tools for the development of the youth segment of the domestic labor market is in demand. Results: The All-Russian summit was attended by representatives of Alfa-Bank, OMK, Sber, Transtelecom, Sportmaster, GC «Airplane», AstraZeneca, X5 Transport, Greenatom, X5 Transport, Rostelecom, VK, VSMPO-AVISMA, Severstal, Sibur, MMC Group, Qiwi, Rosseti Digital, Insurance Broker «SSG», Contour, OZON, Business lines, Rostelecom, Moscow Metro, Sberbank University. The speakers conducted an analysis of the domestic labor market; they identified a number of tools for the development of the youth segment (the introduction of systematic training programs, the use of a reward system, etc.).

V.I. Noga, N.A. Dadayan

Updating the green positioning of the territory

Keywords: green positioning, territory, marketing strategies, national brand, ecological well-being, ecological tourism, conservation of resources, green agenda.

Annotation. Purpose: to analyze the existing approaches to the green positioning of the territory and identify possible options for using these solutions in relation to the national brand. Discussion: the existing approaches to the selection of green marketing strategies and the positioning of territories based on them are being investigated. Results: regions in Russia can implement various green marketing strategies corresponding to their current position, ranging from «green mimicry» (with weak initial opportunities) to «extremely green» (with the strongest potential). It is important that when consolidating such efforts within the framework of a single concept of a responsible / green national brand, each region, implementing its own marketing green strategy, will «work» to strengthen a common position and, at the same time, improve itself in the interests of the population and external partners.