List articles
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№ 5(89)
31 october 2022 year
Rubric: Entrepreneurship in the digital economy Authors: Fadeev A., Khabarov V. |
This article is devoted to the current problems related to the unevenness of digitalization process in economical branches in Russia, that means investment attractiveness imbalance in corresponding economical branches. The uneven involvement of economical sectors in the digitalization process entails far-reaching negative macroeconomic consequences, both for the economy as a whole and for the assessment of “non-digital economic” specifically. The article affects the analysis of investments value depending of current digitalization state of some economical branches, and grounded an existence of digital inequality in macroeconomic. The purpose of this study is to identify the negative consequences of the imbalance in the investment attractiveness of economic sectors, which manifests itself in excessive financing of the most digitalized sectors of the national economy to the detriment of the “real” sector of the economy. The objectives of this study include comparison and analysis of macroeconomic indicators of the sectors of the economy of the Russian Federation, substantiation based on the analysis of the existing industry “digital inequality”, as well as identification of its negative consequences. The achievement of the tasks set was carried out with the help of general analytical methods, as well as quantitative and qualitative methods of analysis. The paper substantiates the imbalance of investments, their economic results and financing needs depending on the degree of digitalization of individual economic sectors by the calculation method, substantiates the intersectoral “digital inequality”, expressed in the unequal access of organizations of a particular economic sector to economic resources of all types, and also identifies negative consequences the aforementioned phenomenon. Continue... |
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№ 5(89)
31 october 2022 year
Rubric: Entrepreneurship in the digital economy Authors: Lyublinskaya N., Chanturiia G., Korepanova V., Nechaev A., Rebus N. |
The relevance of the research lies in the increasing influence of data management efficiency on all spheres of the modern economy. Today, no one disputes the importance of information for ensuring effective management decision-making and sustainable business development. The activity of any organization is accompanied by the collection, accumulation, processing, transmission of data necessary for effective business management and the formation of a corporate interaction environment. The purpose of this study is to identify trends in the development of corporate data management systems that provide sustainable competitive advantages of business. In accordance with the goal, the following tasks were set: identify changes in data management approaches that will provide a sustainable competitive advantage; to develop a universal architectural concept of an effective big data management system at all levels of business interaction; to develop recommendations for the transition of business to the proposed architecture of a digital data management platform. In the process of research, the authors of the article used such methods as theoretical (analysis, generalization, synthesis, abstraction, formalization, concretization) and general philosophical analysis (system method, analysis, observation). The authors use legal methods (formal- logical) as the basis for drawing conclusions. The article discusses the issues of managing integration processes of data management in the context of the development of the digital economy. The problems related to the efficiency of corporate data management at the present stage of development are analyzed. It is shown that the influence of corporate data management functions is characterized by significant features, which is why the effectiveness of their management is evaluated ambiguously at the current stage of economic development. Solving these problems requires rethinking the existing approaches to data management, as well as developing a new architecture of the special tools used. As a result of the research, the concept of a multi-level architecture of a corporate data management system (ecosystem) at all levels of business in any field of activity has been developed, taking into account the economic conditions of the country. Recommendations on the transition of companies to the proposed architecture of the corporate data management system have been developed. Continue... |
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№ 5(89)
31 october 2022 year
Rubric: Industry competition Authors: Sewruikov I., Leushina O., Shurbe V. |
The relevance of the study lies in the fact that in the context of the development of the regions of the country, the tourism and hotel business contributes to the activation of the national economy. The provision of hospitality services stimulates the creation of additional direct and indirect jobs, increasing the tourist attractiveness of the destination, intensifying incoming tourist and, accordingly, financial traffic. With the evolution of society, technical and technological progress, informatization and other ongoing processes, the requests and needs of the guests of collective accommodation facilities have changed significantly. In this regard, the service in the restaurant at the hotel comes to the fore and in terms of its quality, based on consumer assessments and judgments, guests and visitors actively form a subjective opinion in relation to the entire hotel complex, which, to a large extent, has a multidirectional impact on the results of commercial and financial activities, service market entity. This circumstance predetermines the need to revise the conceptual approaches of hotels to the organization of restaurant service and customer service in the system of relations “hotel – restaurant – guest”. The purpose of the study is to review, generalize and supplement the existing theoretical approaches to the organization of catering for tourists in hotel complexes and to conduct a comparative assessment of restaurants at hotels (on the example of Novosibirsk) to identify some advantages and disadvantages in their work for compiling a rating. In the process of research, general scientific methods of theoretical and empirical knowledge were used: analysis and synthesis, the method of comparative assessments, ranking (rating). In the study, the authors summarize theoretical approaches to the organization of public catering at hotels in order to form a holistic view and clarify its role in the modern tourism and hotel business, taking into account the transformation of consumer preferences and the existing competition in the service market. A review of approaches to the definition of the concept of “public catering” is carried out, the features of consumer behavior are determined when tourists choose food at the hotel, the logistics component of the hotel business is concretized and substantiated, in the context of the latest consumer requests, the principles of effective restaurant design are presented and supplemented as a response of hoteliers to modern challenges, are noted aspects of customer perception of the quality of service in a hotel restaurant. To test and confirm the research hypothesis, a comparative assessment of public catering establishments at hotel complexes (on the example of Novosibirsk) is carried out, which allows highlighting the range of problems and positive aspects of restaurants. Based on the results of the comparative assessment, a rating of restaurants is compiled, which clearly demonstrates the current position of catering facilities in the tourism and hospitality market of the metropolis. Continue... |
| External economic factors have a significant impact on the competitiveness of the companies. The Russian advertising market, which has gone through several periods of crisis and has not fully reached the stage of equilibrium, is becoming one of the most affected industries in the modern history of Russia. The purpose of the study is to analyze the advertising market in Russia in the context of the dynamics of competitiveness and forecast its development in 2022. The authors of the article provide an analysis of the main steps of the marketing strategy of companies in a competitive market, such as situational analysis, work with market dynamics and segment selection, including Porter’s main factors of competition, planning, organization and budgeting, marketing plan implementation and evaluation of its effectiveness, with a focus on the marketing communications tools that are most in demand on the Russian market, as well as analyze the situation of the spring of 2022, the impact of events on the competitive situation in the advertising market and present their forecast for its recovery and development. As part of this work, the authors conducted a small field study among representatives of manufacturing companies and advertising agencies to identify the actual changes in the advertising market. The main hypothesis of the authors: the suspension of marketing activities by 50 percent or more, was largely confirmed, under the influence of several global companies quitting the Russian market or the decision of brands to suspend activities in Russia until the situation stabilizes. Continue... | |
| Marketing potential, as a scientific and practical category, is used to determine market opportunities for the development of an organization or product. Its universal nature allows us to explore the problems of improving the efficiency of marketing management in various fields of activity, including sports. The social significance of sports can significantly influence the readiness of specialists to adapt universal marketing strategies and tools to their activities. Relying on economic support from the government, the management of sports organizations and, above all, federations underestimate the market opportunities and marketing potential of their sports. The article discusses the specifics of assessing the marketing potential of a sport based on the analysis of the characteristics of their presence in the markets that make up the modern sports industry. The purpose of the study is to determine market criteria for assessing the marketing potential of a sport, suitable for practical use by sports federations. The author proposes an original methodology for analyzing the marketing potential of sports, taking into account the presence of sports federations in eight key markets: sports events, services, goods, facilities, personnel, as well as in the sports industry infrastructure market, sponsorship and quasi-sports products. In accordance with this, the criteria for evaluating the marketing potential recommended to the management of sports federations are determined. Continue... | |
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№ 5(89)
31 october 2022 year
Rubric: The practice of entrepreneurship in a competitive environment Authors: Gumerov E. A., Jukova E. |
The Industrial Internet of Things is irreversibly transforming the economy. New strategic opportunities derived from the high-speed streams of Big Data of the Industrial Internet of Things are changing the boundaries of industries, creating opportunities for new strategic decisions, including in marketing. The use of Industrial Internet of Things technologies in marketing is of interest. The continuous interaction of devices and programs connected to the Internet and controlled by their own intelligent systems gives the marketing system the ability to automatically manage the effectiveness of marketing processes, increases the stability of the system, warns of possible threats from the Internet or new opportunities for the system. The purpose of the article is to improve the IIoT system of enterprise marketing through a systematic analysis of the positive synergistic interactions of its subsystems, determine the feedback of subsystems, and increase the functionality of the system. In the system of organizing marketing activities, a synergistic effect arises from the interaction of subsystems associated with intensive information exchange between distributed devices and business objects of the Industrial Internet of Things, each of which independently manages its own area, determined by its competencies. In the process of work, the tasks of studying the contribution to the effectiveness of marketing of functional subsystems were solved: information technology, intellectual, Internet marketing and information security subsystem. Classical system analysis was used as a research method. The scientific novelty of the work lies in a systematic analysis of the effectiveness of marketing based on the Industrial Internet of Things. The conditions under which marketing is most effective are determined. The practical significance of the work lies in the fact that the basis for the development of an effective marketing system based on the Industrial Internet of Things is proposed. Continue... |
