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Pp. 3-7
DOI: 10.24412/2071-3762-2022-6303-3-7
Development of Trade And Economic Cooperation as an Important Factor in Strengthening Relations between China and the Russian Federation
Relations between States are always a phenomenon influenced by a combination of factors, causes and conditions. These relationships are always important for the international community, especially if it concerns two world giants in the international arena, such as Russia and China. Relations between Russia and China are considered a model of effective market interaction. Due to the fact that China and Russia hold the same or similar views and positions on important international issues, respect each other and support the protection of their main interests, relations between the two countries are continuously developing, including in the field of international trade. In this regard, the development of trade and economic cooperation between China and the Russian Federation can be considered as an important factor in strengthening relations between these countries.
Keywords: international market; China; Russian Federation; trade relations; partnership; mutually beneficial cooperation; market interaction.
Pp. 8-15
DOI: 10.24412/2071-3762-2022-6303-8-15
Russian Food Exports to China: Growth Strategies
Based on the study of the main determinants of supply and demand that form the competitive positions of the Russian agro-food system, promising directions for the development of exports of domestic agricultural products to the Chinese market are substantiated. The characteristic of modern challenges that have changed the structure and dynamics of demand for basic food products is given. The problems of food security are identified and directions for improving the export strategy as an integral part of the national policy for the development of the country’s agri-food system are outlined. The points of contact between the national interests of Russia and China in the field of food trade development have been identified, which implies both the neutralization of threats and risks, and the search for internal reserves to increase resilience and ensure further sustainable development and mutually beneficial cooperation.
Keywords: Сhinese food market; Russia’s export strategy; agro-food system; food security; sustainable development.
Pp. 16-23
DOI: 10.24412/2071-3762-2022-6303-16-23
Employer Branding as a System-Forming Factor of Strategic, Personnel and Social Development of the Enterprise
In the new economic conditions, when employees are being cut and wages are being cut, it is important to support the right employer brand, since it is increasingly seen as a powerful tool for overcoming the crisis. The employer brand (HR brand or EVP), as an image of the company available to the target audience, candidates and employees, always exists, only in some organizations it is consciously built, and in others it was formed spontaneously. It is impossible to build this brand without emotional content, because what distinguishes one company from another often does not lie in the material plane. Almost any employer can provide a good salary and comfortable working conditions today, but the nuances associated with values and atmosphere are unique in each case. They need to be properly translated and emphasized – all this is EVP.
Keywords: employee loyalty; business; branding; crisis; employers; engagement; brand strategy; marketing and communication campaign; JSC «Stoilensky GOK».
Pp. 24-31
DOI: 10.24412/2071-3762-2022-6303-24-31
Employer’s Brand Study as a Factor in Making a Decision on the Employment of Candidates from the Open Labor Market
The article discusses the concept of the employer brand from the point of view of the organization’s human resource management function. In a highly competitive labor market, an employer’s brand can be an effective tool for attracting, using and retaining qualified employees. The results of an empirical study of the economic and organizational and managerial characteristics of the human resource management system in an organization with an employer brand are presented. Based on the conducted research, the competitive advantages of having an employer brand in the organization in terms of attracting, using and retaining staff have been identified. The article describes the model of employer choice and the importance of the employer’s brand as a factor of justification and decision-making about employment.
Keywords: employment; employee engagement; employer brand; human capital; marketing research; employer choice model.
Pp. 32-38
DOI: 10.24412/2071-3762-2022-6303-32-38
The Role and Importance of Marketing Strategy in the Development of Scientific and Innovative Potential of the University
The article is devoted to the prospects for the development of scientific and innovative activities of universities using marketing tools and approaches. The author offers an analysis of the position of universities that have every chance to become advanced intellectual centers, acting as the main link in consolidating the university’s capabilities in cooperation with representatives of the real sector of the economy. The possibilities of universities to promote their research and development through the marketing complex 4P are analyzed. It should be noted that the trend of economic development in recent years, and in particular the current global policy towards Russia, are pushing universities to rapidly implement an innovation strategy and close interaction with representatives of the real sector of the economy. This path of demand for universities in the real sector will contribute to the joint solution of problems in accordance with the needs of the national economy.
Keywords: scientific and innovative activity; innovation economics; implementation system; factors; analysis; innovations; high-tech products; competitiveness.
Pp. 39-44
DOI: 10.24412/2071-3762-2022-6303-39-44
Features of the Organization and Evaluation of the Marketing Support Effectiveness of Universities Scientific and Innovative Activities
The article is devoted to the peculiarities of the organization and evaluation of the effectiveness of marketing support of scientific and innovative activities of universities. The classification of types of marketing that can contribute to the promotion of high-tech, high-tech products and technologies to prospective markets is analyzed. Using the I. Ansoff matrix, the strategy of promoting high-tech, high-tech products and technologies in the real sector of the economy is analyzed. The concept of creating an association at the state level to consolidate scientific projects and sources of their funding is proposed. The prospect of creating a specialized marketing structure within the university to solve the problems of promoting high-tech, high-tech products and technologies in the real sector of the economy is considered. The performance indicators of the marketing activities of these services are analyzed.
Keywords: universities; the real sector of the economy; marketing services; marketing tools; association; marketing.