STRATEGIC MANAGEMENT

Development of social entrepreneurship as a tool for achieving sustainable development goals of the region
Vavilina A.V., Candidate of Economic Sciences, head of department of management, People’s friendship university named after P. Lumumba, Associate professor, vavilina-av@rudn.ru
SPIN-code: 8939-4536; Author ID: 683674; Scopus ID: 56513941500; ID РИНЦ: 683674; ORCID: 0000-0003-4827-1056
Demenenko I.A., Ph.D., Associate professor, department of management, People’s friendship university named after P. Lumumba, demenenko_ia@pfur.ru
SPIN-code: 3074-5445; Author ID: 766797; Scopus ID: 56681997800; ID РИНЦ: 766797; ORCID: 0000-0002-6306-2618; Researcher ID: HPG-5813-2023

Annotation:
The article reveals the reasons for the rapid development of social entrepreneurship as a promising area of   economic growth and a tool for achieving the goals of sustainable development of the region. The author presents the results of a statistical and analytical analysis of the current state of social entrepreneurship in the regions of Russia, and also systematizes promising directions for the development of socially oriented business in modern conditions.
Keywords: social entrepreneurship, entrepreneurial activity, social business, regional development.

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GOVERNANCE

Directions of implementation of digital management models in the Russian Federation and the Republic of Kazakhstan
Kozhevina O.V., Doctor of Economics, Professor of the Department of Management, Moscow State Technical University. N.E. Bauman (national research university), expert of the Chamber of Commerce and Industry of the Russian Federation, ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID РИНЦ: 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253
Salienko N.V., Doctor of Economics, Professor of the Department of Management, Moscow State Technical University. N.E. Bauman (national research university), verno555@mail.ru
ORCID: 0000-0002-7244-4087; Scopus ID: 57208001239; SPIN-code: 7384-9470; Author ID: 428058
Ibraimova S.Zh., Candidate of Economic Sciences, Professor of the Department of Economics and Finance К. Kulazhanov Kazakh University of Technology and Business, saule_ibraimova_kz@mail.ru
ORCID: 0000-0001-6506-2446

Annotation:
This article systematizes the practice of regulating the implementation of digital management models in the economies of Russia and Kazakhstan. The purpose of the study is to systematize the instruments for regulating the management of national digital development in the Russian Federation and the Republic of Kazakhstan to develop directions for the effective implementation of digital management models at the meso- and micro-levels.
When interpreting the essence of the «digital state» from an organizational and managerial position, the authors focus on information and communication methods for organizing the relationship «state–business–citizens».
Keywords: digital management models, regulatory regulation, digitalization of the economy, digital financial assets, corporate regulation.

Referenses
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TECHNOLOGY OF MANAGEMENT

Typology of methods for assessing the firm’s ecosystem
Popov E.V., Corresponding Member of the Russian Academy of Sciences, Doctor of Economics, Professor, Director of the Center for Socio-Economic Research, Ural Institute of Management RANEPA, epopov@mail.ru
SPIN-code: 9980-7417; Author ID (РИНЦ): 44798; ORCID: 0000-0002-5513-5020; Researcher ID: H-3358-2015
Simonova V.L., Candidate of Economic Sciences, Associate Professor, Senior Researcher at the Institute of Economics of the Ural Branch of the Russian Academy of Sciences, Leading Researcher at the Ural Institute of Management of the Russian Academy of Sciences, Ural Institute of Management RANEPA, simonova4@yandex.ru
SPIN-code: 2760-7620; Author ID in RSCI: 148845; ORCID: 0000-0003-2814-464X; Researcher ID: J-7050-2017
Korzh N.F., Master’s student, Ural Federal University named after B.N. Yeltsin, nadianad1aa@yandex.ru
SPIN-code: 7007-0823; Author ID in RSCI: 1210719; ORCID: 0009-0002-4442-0130

The research was carried out with the financial support of the Russian Science Foundation within the framework of the scientific project No. 24-18-20036.

Annotation:
The article discusses various methods of assessing the company’s ecosystem. The authors propose a typology of methods for assessing the firm’s ecosystem.
Keywords: the company’s ecosystem, evaluation methods, typology of methods.

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22. Krushinskaia O.I. Ekosistema kak model vedeniia biznesa / O.I. Krushinskaia, V.S. Ivanova // Molodaia nauka Sibiri: elekt. nauch. zhurn. – 2021. – № 1 (11) [Elektronnyi resurs]. – Rezhim dostupa: mnv.irgups.ru/toma/111-20-21

Economics and management of a company in the conditions of digital transformation
Kokurin D.I., Doctor of Economic Sciences, Professor of the Department of Economics and Management, Moscow International University, Moscow, Russia, dk1953@yandex.ru
SPIN-code: 6374-0681; Author ID: 654066
Kumelashvili M.Z., Senior Lecturer at the Department of Economics and Management, Moscow International University, Moscow, Russia, twins_1990@mail.ru
SPIN-code: 3445-5109; Author ID: 920343

Annotation:
The article discusses the issues of economics and management of a company in the conditions of digital transformation. A review of successful digital transformations in various sectors of the economy in Russia and abroad is provided. The analysis of digital transformation in global and Russian practices allows concluding on the importance of innovation, adaptability, and data utilization for the successful operation of companies and states.
Keywords: digital transformation, innovation, globalization, business processes, business models, strategies, adaptation.

Referenses
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2. Ofitsialnyi sait ACSI – kompaniia American Customer Satisfaction Index, LLC. theacsi.org/
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8. Rudakova T.A. Tsifrovye resheniia v upravlenii kompaniei / T.A. Rudakova, O.Iu. Rudakova // Upravlenie sovremennoi organizatsiei: opyt, problemy i perspektivy. – 2021. – № 13. – S. 5–11. – EDN UJAEJX.
9. Gribov P.G. Novye elementy protsedury proektirovaniia podsistem upravleniia na osnove tsifrovykh reshenii / P.G. Gribov // Izvestiia Iugo-Zap. gos. un-ta. Ser.: Ekonomika. Sotsiologiia. Menedzhment. – 2023. – T. 13. – № 5. – S. 48–58. – DOI: 10.21869/2223-1552-2023-13-5-48-58. – EDN RJAPVD.
10. Iurak V.V. Otsenka urovnia tsifrovizatsii i tsifrovoi transformatsii neftegazovoi otrasli RF / V.V. Iurak, I.G. Polianskaia, A.N. Malyshev // Gornye nauki i tekhnologii. – 2023. – T. 8. – № 1. – S. 87–110. – DOI: 10.17073/2500-0632-2022-08-16. – EDN GEUDAU.
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12. 187 Must Know Digital Marketing Statistics In 2024 / Rokhit Shevale // Demandsage [Elektronnyi resurs]. URL: demandsage.com/digital-marketing-statistics/

Artificial intelligence and big data in enterprise data management for sustainable development
Morozova I.A., Doctor of Economics, Professor; Head of the Department of Economics and Entrepreneurship, Volgograd State Technical University, Volgograd, Russia, morozovaira@vstu.ru
SPIN-code: 7255-5830; Author ID: 388099; Scopus ID: 55768570000; ID РИНЦ: 388099; ORCID: 0000-0001-7840-9816
Smetanina A.I., Candidate of Economic Sciences; senior researcher, Institute of Scientific Communications, Volgograd, Russia, luxury_economy@mail.ru
SPIN-code: 4804-0620; Author ID: 655068; Scopus ID: 56719632400; ID РИНЦ: 655068; ORCID: 0000-0002-8850-2835; Researcher ID: AHB-5749-2022
Smetanin A.S., Postgraduate of the Department of Economics and Entrepreneurship, Volgograd State Technical University, Volgograd, Russia, smetanin_a_s@mail.ru
SPIN-code: 2137-3082; Author ID: 31182485; Scopus ID: 58736831900; ID РИНЦ: 1182485; ORCID: 0000-0003-1185-7002; Researcher ID: HII-4562-2022

Annotation:
The article critically analyzes the existing model of corporate data management of an industrial enterprise, the shortcomings of which are the significant influence of the «human factor» and the openness of the corporate data management system, which hinder the cybersecurity of this system. As a promising solution to the problem of improving the corporate data management model of an industrial enterprise, the introduction of artificial intelligence and big data into it is proposed. An improved model for managing corporate data of an industrial enterprise has been developed. Artificial intelligence, big data, and blockchain act as data management technologies for an industrial enterprise. The author’s model will guarantee the cybersecurity of domestic industrial enterprises, as well as support the industrial growth of the economy, strengthen the technological sovereignty and sanctions resistance of Russia.
Keywords: enterprise data management, big data, artificial intelligence, sustainable development, industrial enterprises, management in Russia.

Referenses
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Information support for the logistics activities of enterprises in the face of modern challenges
Sysoeva E.A., doctor of economic science, associate professor, head of the Department of Statistics and IT in economics and management, Federal State Budgetary Educational Institution of Higher Education «National Research Ogarev Mordovia State University», sysoewa@mail.ru
SPIN-code: 1833-1430; Author ID: 447000; Scopus ID: 57200044294; ID РИНЦ: 447000; ORCID: orcid.org/0000-0002-8823-6792; Researcher ID: С-4546-2018

Annotation:
The article discusses the prerequisites for the introduction of logistics information systems at modern enterprises, provides the main information technologies in the implementation of corporate logistics enterprise management systems. A comparative analysis of the regions of the Russian Federation is carried out by the number of customers for the implementation of logistics information systems, and the industry distribution by the number of projects for the implementation of these services is also analyzed.It is concluded that the successful implementation of logistics information systems in the activities of enterprises has become an independent and significant production factor that affects the quality and competitiveness of the company’s activities.
Keywords: logistic activity, information support, logistic information systems, information technologies.

Referenses
1. Dmitriev A.V. Sovremennye tsifrovye informatsionnye tekhnologii v transportno-logisticheskikh sistemakh // Akademicheskii vestnik Rost. fil. Ros. tamozhennoi akad. – 2019. – № 2 (35). – S. 58–63.
2. Kurnosova O.A. Informatsionnoe obespechenie mekhanizma upravleniia sistemoi logisticheskogo servisa na promyshlennykh predpriiatiiakh // Vestnik In-ta ekon. issledovanii. – 2019. – № 4 (16). – S. 40–47.
3. Maimakova L.V., Stepanova E.A. Ispolzovanie informatsionnykh logisticheskikh sistem na predpriiatii // Problemy nauchnoi mysli. – 2022. – T. 10. – № 5. – S. 3–6.
4. Panova V.L., Sviridova I.I. Obosnovanie tselesoobraznosti proektirovaniia logisticheskoi informatsionnoi sistemy dlia upravleniia skladskimi operatsiiami i sbytom // Novoe v ekonomicheskoi kibernetike. – 2018. – № 1. – S. 69–82.
5. Titov R.O., Leonteva E.E., Griniuk O.N., Aleksashina O.V. Informatsionnoe soprovozhdenie dlia otsenki i planirovaniia skladskikh logisticheskikh sistem // Zhurnal tekhnicheskikh issledovanii. – 2019. – T. 5. – № 4. – S. 9–16.
6. Torgachev D.N., Fedotov A.A. Razvitie sistemy logisticheskogo menedzhmenta na osnove primeneniia informatsionnykh tekhnologii vzaimodeistviia s potrebiteliami // Informatsionnye sistemy i tekhnologii. – 2020. – № 6 (122). – S. 61–69.
7. Tukureev V.I., Agalakova A.V., Trofimova P.E. Problemy i perspektivy logisticheskikh informatsionnykh sistem v Rossii // Logisticheskie sistemy v globalnoi ekonomike. – 2019. – № 9. – S. 247–248.
8. Khaibullina A.N., Barsegian N.V. Printsipy postroeniia informatsionnoi logisticheskoi sistemy na predpriiatii // Innovatsionnaia ekonomika: perspektivy razvitiia i sovershenstvovaniia. – 2023. – № 1 (67). – S. 180–185.
9. Logistika: novye printsipy effektivnogo upravleniia izderzhkami: monografiia / kol. avtorov; pod red. T.M. Mezentsevoi. – M.: RUSAINS, 2020. – 334 s.
10. TAdviser – portal vybora tekhnologii i postavshchikov [Elektronnyi resurs]. URL: tadviser.ru/?ysclid=liizv0b4sh230949749 (data obrashcheniia: 15.06.2024).

Management of modern communications: factors and conditions
Vardanyan A.A., PhD degree student in the second year of the Faculty of Management, Southern Federal University, Russia, vardanian@sfedu.ru
ORCID: 0000-0002-6547-1482; SPIN-code: 7370-1809; Author ID: 1112929
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Businessof SFEDU, nketova@sfedu.ru
ORCID: 0000-0001-6832-8174; Web of Science: L-2937-2013; SPIN-code: 8323-7290; Author ID: 149026; Scopus: 56117462100

Annotation:
The article reveals the relevance of studying communication management, as well as the factors and conditions that enable the implementation of this process. The aim of this article is to investigate the process of communication management, identify and analyze the factors and conditions that facilitate this process, and articulate the author’s position regarding the nature of communication management, as well as the factors and conditions governing it. The primary methods of research were analysis and generalization. The key conclusion of this study is that effective communication management requires the identification of conditions and consideration of communication factors.
Keywords: marketing communications, communications management, management, communications planning, communication channels, communication object, communication subject.

Referenses
1. Moskvitin G.I. Sovershenstvovanie upravleniia kommunikatsiiami v organizatsii / G.I. Moskvitin, O.V. Vershinina, L.A. Leto // Vestnik Moskovskogo gumanitarno-ekon. in-ta. – 2020. – № 2. – S. 201–210.
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ENTERPRISE MANAGEMENT

Methodological approaches to labor productivity audit at the enterprise
Dolzhenko R.A., Director of the Corporate University of Caterinburg, Doctor of Economics, Professor of the Department of Labor Economics and Personnel Management of the Ural State Economic University, snurk17@gmail.com
ORCID: 0000-0003-3524-3005; РИНЦ Author ID: 8576-4140; Researcher ID: J-2847-2015; Scopus Author ID: 56436594700

The reported study was funded by RSF according to the research project No. 24-28-20469, rscf.ru/project/24–28–20469/

Annotation:
The purpose of the work is to develop and present methodological approaches to conducting an audit of labor productivity at an enterprise, taking into account the analysis of the experience of industrial companies in improving organizational efficiency. The main research methods were document analysis, case study (case analysis), and modeling. The developed methodological approaches to the audit of labor productivity make it possible to identify the main factors that hinder the growth of performance indicators, formulate hypotheses, develop initiatives, and offer options for the implementation of projects to improve organizational efficiency. The described approaches can be used in practice in any organizations pursuing the goal of increasing their labor productivity.
Keywords: labor productivity, personnel audit, process audit, labor standardization, scientific organization of labor, lean technologies.

Referenses
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6. Neverova I.V. Audit proizvoditelnosti truda: vybor metodov sbora dannykh i instrumentov / I.V. Neverova // Aktualnye issledovaniia. – 2023. – № 46-3 (176). – S. 12–15. – EDN MAIKQH.
7. Neverova I.V. Audit proizvoditelnosti truda kak instrument povysheniia effektivnosti biznesa / I.V. Neverova // Matritsa nauchnogo poznaniia. – 2023. – № 11-1. – S. 281–288. – EDN CHUOZA.
8. Dolzhenko R.A. Metodicheskie podkhody k otsenke proizvoditelnosti truda personala // Normirovanie i oplata truda v promyshlennosti. – 2012. – № 10. – S. 21–25.
9. Odegov Iu.G. Faktory proizvoditelnosti truda: teoriia i praktika / Iu.G. Odegov // Normirovanie i oplata truda v promyshlennosti. – 2016. – № 7. – S. 18–26. – EDN WDGAUN.
10. Analiz faktorov, vliiaiushchikh na proizvoditelnost truda / V.G. Lutchenko, A.I. Khorev, I.A. Khorev, V.V. Grigoreva // Vestnik Voronezh. gos. un-ta inzh. tekhnologii. – 2019. – T. 81. – № 3 (81). – S. 368–374. – DOI: 10.20914/2310-1202-2019-3-368-374. – EDN JIUJSG.
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Valence in innovation activities as a reference indicator of the industrial enterprises efficiency
Vasyaycheva V.A., Candidate in Economics, Associate Professor of Human Resource Management Department at Samara National Research University, vasyaycheva_va@ssau.ru
SPIN-code: 8297-1858; Author ID: 660484; Scopus ID: 57188768818; ID РИНЦ: 660484; ORCID: 0000-0002-5472-937X; Researcher ID: V-4643-2018

Annotation:
The unfolding processes in the global economy determine the need for a radical transformation of management activities and the introduction of “smart” approaches to the development of domestic industrial entities, ensuring their achievement of technological independence and technological sovereignty. Of particular importance in this regard are the issues of adequately assessing the effects of the transformations carried out in the enterprise management system. The article reveals the characteristics of the valence in innovative activity as a reference indicator of the efficiency of industrial enterprises. Unlike existing ones, the indicator introduced by the author allows for an objective assessment of the effectiveness and completeness of innovation processes, as well as an analysis of the possibilities of promoting the results of intellectual activity to the market.
Keywords: innovation activity, valence, efficiency, industrial enterprises.

Referenses
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Assessing the effectiveness of managing sustainable economic development of enterprises
Aroshidze A.A., PhD in Economic, Associate Professor, Siberian Transport University, aroshidzealyona@gmail.com
SPIN-code: 6771-5941; Scopus ID: 57214112602; ORCID: 0000-0002-5330-2294; Researcher ID: AAP-3923-2021

Annotation:
The article presents an approach to determining the effectiveness of decisions aimed at ensuring the economic stability of the enterprise and its practical implementation. The effectiveness of economic sustainability management was assessed according to the proposed approach. The criteria for sampling the effectiveness of management decisions aimed at ensuring the sustainable economic development of enterprises made it possible to establish industry trends in these decisions.
Keywords: sustainable development, economic sustainability, management decisions, performance.

Referenses
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9. Golovina N.A. Kontseptualnyi podkhod k otsenke effektivnosti realizatsii gosudarstvennoi politiki v sfere zdravookhraneniia na mikrourovne na osnove integratsii kontseptsii upravleniia Management by Objectives, Performance Management i Balanced Scorecard / N.A. Golovina, L.E. Nikiforova // Sibirskaia finansovaia shkola. – 2013. – № 5 (100). – S. 28–29.
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STUFF MANAGEMENT

Of the machine-building industry the content of the protocol for the certification assessment of personnel at enterprises
Tretyakova L.A., Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Belgorod State National Research University, 308036, Belgorod, Koneva str., 17-108A, lora_tretyakova@mail.ru
SPIN-code: 5132-6124; Author ID: 380098; Scopus ID: 57120112700; RSCI ID: 380098; ORCID: 0000-0002-0030-4341; Researcher ID: AAD-1516-2017

Annotation:
The study of issues related to the creation of an effective system for evaluating the qualifications of employees at enterprises in the machine-building industry allows us to propose the content of the certification assessment process, which can be used in the development of programs for the introduction of innovative products, which naturally increases the level of technologization of organizational and managerial processes, while ensuring the objectivity of the certification assessment of the effectiveness of achieving labor indicators.
Keywords: personnel, certification, assessment, competencies, engineering industry, efficiency, enterprise.

Referenses
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2. Kunchenko A.V. Faktory ustoichivogo rosta sotsialno-ekonomicheskogo razvitiia predpriiatii v usloviiakh vneshnikh ogranichenii / A.V. Kunchenko // Ekonomicheskii vestnik Donbas. gos. tekhn. in-ta. – 2021. – № 10. – S. 5–11.
3. Badalova A.G., Eleneva Iu.Ia., Shebarov A.I. Innovatsionnoe razvitie promyshlennogo proizvodstva: metodologiia organizatsii upravleniia // Vestnik MGTU «Stankin». – 2010. – № 4 (12). – S. 158–162.
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5. Bozhechkova A.V. Ekonometricheskoe modelirovanie vliianiia chelovecheskogo kapitala na ekonomicheskii rost v regionakh Rossii / A.V. Bozhechkova // Audit i finansovyi analiz. – 2013. – № 1. – S. 90–99.
6. Nikolaev N.A. «Chelovecheskie resursy» v sisteme poniatii menedzhmenta i ekonomiki truda /N.A. Nikolaev // Vestnik Astrakh. gos. tekhn. un-ta. Ser.: Ekonomika. – 2019. – № 2. – S. 7–14.
7. Kalenskaia N.V. Infrastrukturnoe obespechenie innovatsionnogo razvitiia regionalnogo promyshlennogo kompleksa. – Kazan: Izd-vo «Fen» AN RT, 2010. – 148 s.
8. Tatarkin A.I., Romanova O.M., Makarova I.V., Chenenova R.I. Regionalnaia promyshlennaia politika: ot makroekonomicheskikh uslovii formirovaniia k mekhanizmam realizatsii. – M.: ZAO «NPO «Izd-vo «Ekonomika», 2012. – 522 s.

Coaching as a form of management consulting and entrepreneurship acceleration
Bolshakov S.N., Doctor of Economics, Professor, Federal State Budgetary Educational Institution of Higher Education «Russian State Social University», snbolshakov@mail.ru
SPIN-code: 69585403; RSCI ID: 277851; ORCID: 0000-0002-4858-8216; Scopus Author ID: 56809171300; Researcher ID: AAE-5235-2022;
Bolshakova Yu.M., Candidate of Economic Sciences, Associate Professor of the Department of Economics and State and Municipal Administration of the State Educational Institution of Higher Education «Komi Republican Academy of Public Service and Management», project.edu.2024@jmail.com
SPIN-code: 5762-8168; RSCI ID: 875873; ORCID: 0000-0001-5951-416X; Scopus Author ID: 58850041900
Pritula O.D., Candidate of Economic Sciences, Associate Professor, Head of the Department of Economics and Finance of the Branch of the Federal State Educational Institution of Higher Education «Russian Academy of National Economy and Public Administration under the President of the Russian Federation» in Veliky Novgorod, pritula.ok@gmail.com
SPIN-code: 3633-1995; RSCI ID: 414938; Researcher ID: AID-4654-2022; Scopus Author ID: 57221482273

Annotation:
The article reveals the relevance of coaching as a form of management and business consulting. Based on the analysis of foreign experience, the demand for coaching as a form of strategic consulting and support for an entrepreneur, company management is stated, the dynamics of the global coaching market is analyzed according to the results of a sociological study. The article reveals the focus of coaching sessions and the activity of target groups in the process of demand for business consulting services.
Keywords: coaching, management, business consulting, entrepreneurship, strategic management.

Referenses
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16. Schreyogg A., Schmidt-Lellek C. Die Professionalisierung von Coaching: Ein Lesebuch fur den Coach. – Wiesbaden: Springer, 2015.
17. Rauen C. Coaching-Tools: Erfolgreiche Coaches prasentieren 60 Interventionstechniken aus ihrer Coaching-Praxis Bonn: Manager Seminare. 3. Aufl. – 2005. – Pp. 125–129.
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ORGANIZATION MANAGEMENT

The platform business model in the innovation strategy
Vasileva Yu.S., Ph. D. of economic, associate professor, Acting head of the Digital economics and entrepreneurship department, Russian state academy of intellectual property, Moscow, yulya_v_s@mail.ru
SPIN-code: 2479-0988; Author ID: 728700; ID РИНЦ: 728700; ORCID: 000-002-8036-7261; Researcher ID: JXY-9226-2024

Annotation:
Despite the wide coverage of the concept of a business model in the literature, the problem of justifying its choice taking into account the industry, sphere and type of bu siness does not lose its relevance. The article deals with the evolution in understanding the business model of doing business, when today the platform type of business model replaces the traditional one. Organizations of all types, in search of new sources of competitive advantages, focus not only on profitability and quality, but mainly on innovation as a driver of development, as well as on how to increase customer satisfaction through more effective interaction between various market participants. It is shown that the organization’s innovation strategy must be consistent with the business model that management chooses as the best way to monetize innovation, which most fully reveals its long-term potential. The platform type of business model is suitable for innovation. Such a business model can simultaneously become an organizational innovation and provide an additional competitive advantage for the company. The transition to a platform business model in the implementation of the company’s innovation strategy complicates management processes, in connection with which digital tools should be actively used, and also require changes in the management system, primarily related to intellectual property and personnel.
Keywords: business model, platform, strategy, innovation activity.

Referenses
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2. Bossidi L. Stalkivaias s realnostiu. Kak adaptirovat biznes-model k meniaiushcheisia srede / L. Bossidi, R. Charan. – M.: Viliams, 2007. – S. 16.
3. Chesborough H.W. Business model and innovations: It is not just technology anymore / H.W. Chesborough // Strategy and leadership. – 2007. – No. 35. – P. 13.
4. Kotelnikov V.Iu. Ten3. Novye biznes-modeli dlia novoi epokhi bystrykh peremen, dvizhimykh innovatsiiami (na spirali) / V.Iu. Kotelnikov. – M.: Eksmo-press, 2007. – S. 6.
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7. Can you patent a business model/plan? – Stanton IP Law Firm, 2021 [Elektronnyi resurs]. URL: stantoniplaw.com/can-you-patent-a-business-model-plan/ (data obrashcheniia: 16.07.2024).
8. Daidzhest novostei mira vysokikh tekhnologii. – 2016. – № 5. – S. 2 [Elektronnyi resurs]. URL: xcom.ru/upload/iblock/6aa/xcom_magazin_5.pdf (data obrashcheniia: 16.07.2024).
9. Moore James F. Predators and prey: a new ecology of competition / James F. Moore // Harvard Business Review. – 1993. – No. 3 (71). – P. 75.
10. Ekosistemy: podkhody k regulirovaniiu – doklad Banka Rossii dlia obshchestvennykh konsultatsii. – M.: Tsentr. bank RF, 2021. – S.  6 [Elektronnyi resurs]. URL: cbr.ru/Content/Document/File/119960/Consultation_Paper_02042021.pdf (data obrashcheniia: 17.07.2024).
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12. Brada Dzh. Platformennye kompanii i globalnaia ekonomika / Dzh. Brada // Ekspert. – 2021. – № 46 (1229) [Elektronnyi resurs]. URL: expert.ru/expert/2021/46/platformennyye-kompanii-i-globalnaya-ekonomika/(data obrashcheniia: 12.07.2024).
13. Platformennaia biznes-model. – M.: Shkola Skolkovo, 2022 [Elektronnyi resurs]. URL: skolkovo.ru/events/22022022-platformennaya-biznes-model/ (data obrashcheniia: 17.07.2024).
14. Evropeiskie tekhnologicheskie platformy. Strategiia. – Evropeiskaia komissiia po issledovaniiam i innovatsiiam, 2020. – S.  2 [Elektronnyi resurs]. URL: hse.ru/data/2013/07/08/1288933980/EuropeanTechnologyPlatforms.pdf (data obrashcheniia: 18.07.2024).
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16. Popov E.V. Sistematizatsiia faktorov innovatsionnoi ekosistemy predpriiatiia / E.V. Popov, V.L. Simonova, I.P. Chelak // Voprosy upravleniia. – 2021. – № 4 (71). – S. 152.
17. Golovina T.A. Razvitie tsifrovykh platform kak faktor konkurentosposobnosti sovremennykh ekonomicheskikh sistem / T.A. Golovina, A.V. Polianin, I.L. Avdeeva // Vestnik Perm. un-ta. Ser.: Ekonomika. – 2019. – № 4. – T. 14. – S. 558.
18. Konopatov S.N. Analiz biznes-modelei na osnove platform / S.N. Konopatov, N.V. Salienko // Nauchnyi zhurnal NIU ITMO. Ser.: Ekonomika i ekologicheskii menedzhment. – 2018. – № 1. – S. 31.

Assessment and management of the image of a higher educational institution (on the example of the Novomoskovsk institute of the Mendeleev Russian chemical technical university)
Ovcharov A.V., Ph.D. in Economics, Associate Professor, Deputy Director for Education and Scientific Work of Novomoskovsk affiliate branch of D.I. Mendeleev University of Chemical Technology of Russia, avovcharov@nirhtu.ru
SPIN-code: 6988-5613; Author ID: 790895; ORCID ID: 0000-0003-2385-6859
Babkina T.V., Ph.D. in Economics, Associate Professor, Associate Professor of the Department of Management of  the Novomoskovsk affiliate branch of D.I. Mendeleev University of Chemical Technology of Russia, tayana_surkova@mail.ru
SPIN-code: 6699-2039; Author ID: 445811; ORCID ID: 0000-0001-8439-2627

Annotation:
The article assessed the image of NI RCTU named after D.I. Mendeleev, carrying out educational activities in the Tula region. The main contact audiences of the university and significant elements of the image for it have been identified; image evaluation criteria are proposed for each group of contact audiences. Since the image of NI RCTU requires adjustment, specific measures have been proposed to improve it, the implementation of which will bring the image of the university closer to ideal.
Keywords: higher education, quality, image, competitiveness, contact audience, expert, quality, commitment, rating, efficiency.

Referenses
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6. Eremeeva M.A. Issledovanie sostavliaiushchikh imidzha vysshego uchebnogo zavedeniia / M.A. Eremeeva, T.V. Surkova, P.Iu. Babkin // Vestnik Mezhdunar. akad. sistemnykh issled. Informatika, ekologiia, ekonomika. – 2012. – T. 14. – № 2. – S. 115–118.
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8. Mau V.A. Professionalnoe obrazovanie XXI veka: prioritety i vyzovy / V.A. Mau // Gaidarovskii forum 2022 [Elektronnyi resurs]. URL: gaidarforum.ru/ru/programme-2022/ 2513/ (data obrashcheniia: 19.06.2024).
9. Karulina N.V. Povyshenie konkurentosposobnosti biudzhetnykh uchebnykh zavedenii / N.V. Karulina // Aktualnye issledovaniia. – 2022. – № 43 (122). – S. 75–79.