No 2 (2025)

The article examines the customer-oriented theories of marketing communications from 1950 to 2025. The aim of the study is to identify the influence of the technological environment on marketing communications. In the frame of this research the most significant technologies and technological products from a customer-oriented perspective over the past 75 years have been systematized. The study examines the preconditions for the emergence of digital and phygital environments, and the evolution of marketing communication practices in analog, digital and phygital environments, as well as the concepts of marketing according to Kotler: marketing 1.0 (product-oriented), marketing 2.0 (customer-oriented), marketing 3.0 (value-oriented), marketing 4.0 (digital), marketing 5.0 (technology) and marketing 6.0 (metamarketing). The obtained data was synthesized and presented in the form of a timeline containing customer-oriented marketing theories, technologies and technological products. Based on the considered timeline, conclusions were formulated about the use of marketing communications in analog, digital and phygital environments, and about the time and features of the marketing communication use in the framework of Kotler marketing concepts. The technological gap between consumers and companies, the time gap between the described theories of marketing communications and those that are applied in practice, as well as the fragmentation of marketing communication theories were identified. As a result, a new concept of integrated marketing communications in a phygital environment, FIMC, was proposed. The article describes the key elements that the FIMC concept takes into account. The obtained data can be used in the future to develop a comprehensive approach to creating a company's integrated marketing communication strategy in the phygital environment.

With China's rapid economic development, the demand for natural gas continues to grow steadily, and natural gas imports are playing an increasingly important role in meeting domestic energy needs. To ensure the security of energy supply, China is actively implementing a strategy to diversify natural gas imports. The article discusses the main methods and tools used by the Government of the People's Republic of China. Such tools represent both classical methods and new methods using modern technologies. This article provides an in-depth analysis of the implementation of this strategy, assessing its effectiveness in increasing supply stability and reducing supply risks. The article suggests appropriate strategies for responding to various risk factors (geopolitical, market, transportation risks) that the Chinese government is aiming to improve China's strategy for diversifying natural gas imports, reducing the impact of various factors on the stability and reliability of the state's natural fuel supply, and strengthening national energy security by minimizing these risks. Since the diversification strategy is currently considered the most effective and reliable strategy for the development of various natural resources, the Government of the People's Republic of China is expanding not only the sources of procurement, that is, increasing the number of importing countries, developing and implementing programs to improve transport routes, but also continues to explore additional sources to ensure continuity and stability of supplies of the most important resources.

Subject of the study: forms of internal opportunism of personnel in the company. Objective of the study: analysis of forms of manifestation of opportunistic behavior of personnel in the company and determination of its influence. In order to achieve the objective of the study, the following tasks were identified: 1. It is necessary to form a classification of manifestations of forms of opportunistic behavior (by contract process, type of information asymmetry, attitude to the object of analysis, degree of intensity of manifestation, degree of openness). 2. Determine the influence of various types of opportunistic behavior on activities within the company; 3. Research forms of opportunistic behavior in relation to the object of analysis (endogenous and ectogenous manifestation of opportunistic behavior of employee and employer). 4. Form recommendations for preventing and minimizing the consequences of opportunistic behavior of personnel in the company. The research methods are generalization of the theoretical and practical base of forms of manifestation of internal opportunistic behavior that affect the company's activities, analysis of domestic and foreign literature, as well as the use of data on organizations from Internet sources. The scientific novelty lies in creating a more complete and detailed classification of forms of opportunistic behavior based on the analyzed literary sources. The article analyzes the forms of opportunistic behavior of personnel. Cases of intra-company opportunism and corporate fraud are considered and the consequences of such behavior for the company are determined. For example, the Yandex security service identified an internal data leak of about 5 thousand users in 2021. An investigation was conducted into this fact, and it turned out that one of the company's employees provided the information to the public. And in 2022, the Yandex.Food service was also subject to a leak of customer information and a class action lawsuit was filed against the company, which caused the company reputational risks. Opportunistic behavior has a significant impact on the activities of companies. Intra-company opportunism and fraudulent actions by personnel threaten the company's activities. At the moment, there are statistics all over the world where cybercrimes, which can cause great damage, occupy the first place. Pre-contract and post-contract opportunism are characterized by different forms of intra-firm opportunism, but both before and after the conclusion of a contract, the company must bear certain costs in order to control and successfully regulate the manifestations of opportunism in the company.

The subject of this scientific research is the study of the relationship between the dynamics of the stock prices of "Ozon Holdings PLC" and the sentiment of its mentions in the media. In the context of the rapid growth of the information flow and its impact on financial markets, the analysis of how the news background influences investor behavior and, consequently, the stock prices of companies, becomes particularly relevant. "Ozon Holdings PLC," as one of the leading players in e-commerce in Russia, was chosen as the research object due to the high frequency of its media mentions and the noticeable volatility of its shares. The study aims to identify patterns demonstrating whether the positive or negative sentiment of news publications influences the movement of the company's stock prices. Such understanding can be useful for investors, analysts, and financial specialists seeking to consider not only quantitative but also qualitative (textual) data in forecasting market dynamics. For the analysis, news articles from 2021 to 2024 were collected using Google Chrome tools. The sentiment of the texts was assessed using the DeepPavlov/rubert-base-cased-conversational model. A correlation analysis was then conducted to explore the relationship between the dynamics of Ozon's stock prices and the sentiment of the news background. The scientific novelty of this research lies in the application of sentiment analysis methods based on modern language models to the task of studying the influence of the media landscape on the stock market, which is relevant in the context of the growing importance of information flows for investors and analysts. For the first time, a systematic evaluation of the relationship between the sentiment of news mentions about "Ozon Holdings PLC" and changes in its stock prices over a three-year period was conducted. The results of the correlation analysis demonstrated a statistically significant connection between the positive or negative sentiment of news and the subsequent movement of stock prices. The conclusions of the research can be used to construct predictive models for assessing risk and stock behavior based on the informational background, as well as as a tool for making investment decisions. The data presented supports the hypothesis regarding the influence of the media environment on the financial performance of companies, especially in conditions of instability or significant information triggers.

The article is devoted to the analysis of the influence of the institute of public control on the economic development of the state. The role and place of this institution of civil society in the system of legal guarantees of constitutional principles and the system of human and civil rights and freedoms, the rights and legitimate interests of public associations and other non-governmental non-profit organizations are substantiated. The factors influencing the economic development of the state are investigated. The authors analyze the place of public control in this system of factors, the main directions of the impact of this institution of civil society on the economic development of Russia. The main problems that hinder the impact of public control on the economic development of Russia are formalized and analyzed, in particular: the lack of formalization of this institution of civil society in the Constitution of the country; the failure to consolidate among the principles, goals and objectives of public control those that are aimed at ensuring the economic development of Russia; the lack of elaboration in the scientific doctrine of public control forms, methods and types of public control measures aimed at ensuring the realization of the economic rights and freedoms of citizens, the economic rights and legitimate interests of legal entities, the economic development of the country as a whole; the lack of real powers for subjects of public control; their weak economic base; weak use in their work of foreign experience of the functioning of civil society institutions in this field. The methodological basis of the research is a number of scientific methods: formal-logical; historical-legal; comparative-legal; statistical; sociological; methods of financial analysis. The authors have developed and substantiated a system of measures to resolve these problems, including through: formalization of public control in the Constitution of the Russian Federation; development and consolidation in legislation on public control of principles, goals and objectives of public control aimed at ensuring the economic development of the country; organization by the Public Chamber of the Russian Federation of scientific and practical research on the forms, methods and types of public control measures aimed at ensuring the realization of economic rights, freedoms and legitimate interests of individuals and legal entities, as well as the economic development of the country; expanding the powers of subjects of public control; strengthening their economic base; developing legislation on public control based on positive foreign experience in this area.

The article, based on the author's original research, reveals the main aspects of forming individual preferences regarding alternative formats of worktime organization in contrast to the classic 40-hour workweek scheme with a five-day work schedule and mandatory presence at the workplace. The purpose of the research is to identify the main trends and analyze the factors determining the choice or refusal of labor relations subjects (urban residents) regarding various models of worktime organization. The results of the study show that employees demonstrate a tendency to choose a format of employment that best aligns with their current work style. There is a decreasing attractiveness of the traditional work format. However, preferences depend both on the gender-age structure of workers and have industry-specific characteristics. General scientific methods of analysis and synthesis, a systemic approach, as well as factor analysis were used to interpret the results, allowing for the identification of the impact of various factors affecting the decision-making process regarding the choice between modern work formats. The scientific novelty of the study includesе the following conclusions: The predominance of hybrid work forms in employees' preferences; Workers seek greater flexibility in worktime organization, leading to the fact that the overwhelming majority (more than 3/4) support various forms of flexible employment; The decreasing attractiveness of the traditional work format; The classic work model is no longer dominant; One in eight considers the traditional format the most unacceptable (this is the highest share among all formats); Traditional employment with mandatory presence at the workplace is more attractive to men and older age groups, while youth and older women show a greater willingness for alternative work formats. Unlike other studies, the author placed a greater emphasis on analyzing respondents' work modes and the dependence of their preferences on current workload. The results obtained may indicate that the implementation of various forms of flexible employment requires an individual approach to different categories of workers and consideration of their specific preferences in worktime organization. The findings of the research may be useful for companies of various ownership forms when considering the possibility of introducing flexible work schedules or transitioning to a reduced workweek.