No 10

The article examines the producer model of territorial branding project management as an effective tool for creating and enhancing the image of a territory. Based on the analysis of modern practices, key production stages are identified: from conceptualization and narrative development to implementation and effectiveness evaluation. It is proved that the integration of production approaches into territorial branding management allows creating comprehensive projects that combine cultural, economic and social aspects of territory development.

Financial risks are an integral part of any organization's operations, regardless of industry. The effectiveness of financial risk management determines a company's resilience and its ability to withstand negative external and internal factors. The current state of the country's economy and negative macroeconomic trends largely determine the challenges of doing business in the fitness industry, which is largely dependent on consumer behavior. This article examines current trends in the country's fitness industry, assesses the existing positive and negative factors, and proposes a financial risk management strategy.

For a logistics company in the modern Russian freight market, managing key factors that ensure the development of its internal competitive advantages is crucial. Among these factors, the authors highlight the digitalization of logistics processes, as well as the productivity and efficiency of employees (including managers), who directly support the realization of the company's competitive advantages. Digitalization is now expected to increase employee productivity. At the same time, achieving the expected effect requires ensuring staff development in the field of digitalization, enhancing employee customer focus, their understanding of current market trends, and motivating employees for both personal development and achieving company goals. This article examines the professionally significant competencies of employees and presents an analysis of the challenges that hinder the effective implementation of modern digital technologies in logistics companies.

The article investigates the potential of blockchain technology in financial asset management. It demonstrates that distributed ledger systems not only enhance transparency and efficiency of financial transactions, but also transform the underlying model of trust in the financial sector. The study emphasizes that blockchain has a dual nature: technological, enabling automation and reduction of transaction costs, and social, reshaping institutional and interpersonal trust among market participants. The research highlights both global and Russian experiences, illustrating practical challenges and opportunities in implementing blockchain-based solutions. The scientific novelty of the work lies in conceptualizing blockchain as a socio-technical mechanism that changes the paradigm of trust in financial relations.

The article is devoted to the analysis of the specifics of digital marketing of IT companies operating in the B2B segment. The article examines the specifics of the IT industry and the impact of digitalization on the promotion of technological products and services. A PEST analysis of the Russian IT services market is presented, revealing the key external factors influencing the development of the industry. It is noted that the formation of an expert image, content marketing and webinars are effective tools for promotion in the B2B environment. The arguments are given that in the context of the departure of foreign companies and the growing role of domestic developers, digital marketing is becoming the most important factor in the competitiveness of IT companies in the Russian market.

The article examines the influence of postmodern philosophical ideas, in particular the concept of Jean Baudrillard's simulacrum and Guy Debord's theory of the "society of the spectacle", on the understanding of modern management methods. The article examines in detail the process of replacing real business processes and goals with symbolic constructs such as metrics, reports, and key performance indicators (KPIs) that create the illusion of productivity. Using the example of companies such as Wells Fargo, Volkswagen, Meta (formerly Facebook), it is demonstrated how focusing on metrics and visual representations of success can lead to a distorted view of reality, organizational problems and lowering ethical standards. The author argues that the indicators have become a kind of spectacle and simulacrum, a symbolic facade that replaces genuine goals and engagement. As a result, strategies have been proposed to address this issue, including developing critical thinking, refocusing management on achieving quality results, and reconnecting numbers with the organization's actual operations.

This article discusses different approaches to the interpretation of the concept of "financial resources" by different authors. Based on the analysis of definitions given by experts, the key characteristics of this category are highlighted. The classification of sources of financial resources formation (own, borrowed, borrowed funds) is considered in detail, and the importance of effective management of them for ensuring financial stability and solvency of the corporation in the long term is substantiated.

The study and assessment of the state of the structure of economic systems of the "organization" type in Russia allows us to determine the level of efficiency at various stages of its existence. Methodological tools for measuring their expected and actual effectiveness have become the basis for creating models for building and reforming process management structures of economic systems at various levels. Within the framework of modeling, methods of economic justification of structural transformations based on indicators of quality and efficiency of process management in the economic and social environment were considered.

The article is devoted to the analysis of the tourist and recreational potential of the Tula Region as a strategic direction of regional development. The features of tourism infrastructure formation and the dynamics of the tourist flow are revealed; the socio-economic effects of the industry and its contribution to the regional economy are clarified. The main trends, contradictions, and growth factors of tourism are identified; the prospects and threats to further development are characterized. A SWOT analysis is conducted, and the directions for improving regional tourism policy are determined.

The article examines the impact of France's migration policy on the country's investment attractiveness. Using econometric analysis based on data collected from 1978 to 2023, the article assesses the correlation between migration policy parameters and key indicators of investment attractiveness. The results of this analysis have revealed trends in the impact of migration policy on France's investment attractiveness and have led to the development of the most effective migration policy tools that can help attract investment. Based on these findings, recommendations for strategic planning of migration policy have been developed, which aim to optimize its impact on France's investment attractiveness in a global competition for both capital and highly skilled labor.

This article examines the practices of cultural and linguistic adaptation of marketing strategies as brands enter multilingual markets. Its relevance stems from the growing share of organic traffic and personalized media consumption in the luxury, HoReCa, education, and B2B segments. The novelty lies in the synthetic "message core – local modules" model, which allows for the assembly of campaigns from an invariant value block and localized semantic layers. The paper describes the principles of semiotic reconfiguration of creatives, examines the risks of word transfers without recoding, highlights the differences in media behavior between Generations Z/Y/X, and demonstrates the specifics of channels in Central Asian countries. Particular attention is paid to linguistic accuracy in B2B: glossaries, QA procedures, and bilingual correspondence templates. The goal is to develop testable rules for designing campaigns without sacrificing reputation and meaning. To address this problem, we applied comparative analysis, problem-thematic mapping, visual semiotics interpretation, and a synthesis of digital marketing practices. The article concludes with matrix tables for quickly assembling local scenarios and recommendations for integrating analytical frameworks into the content production cycle. This article will be useful for creative producers, strategists, and advertising communications researchers.

This article analyzes the Unified Tax Payment (UTP) reform in the Russian Federation, based on expert opinions and statistical data. The implementation of the UTP in 2023 is aimed at streamlining tax processes and facilitating taxpayer interactions with tax authorities. The UTP simplifies tax administration by reducing the number of payment orders (one payment instead of several), minimizing technical errors in completing them, and distributing Federal Tax Service (FTS) funds across tax types. Statistics have confirmed the positive impact: by November 2023, 90% of taxpayers had switched to monthly payments through the UTP, and the number of tax debtors had more than halved. However, experts also point out certain shortcomings and risks. These include difficulties with offset priority, meaning that if funds in the Single Tax Account (STA) are insufficient, taxpayers cannot independently determine which tax to allocate the funds to, which may lead to penalties being assessed on other, priority payments. Complex cash flows and limited ability to manage funds in the STA must also be taken into account. Furthermore, payments such as "injury allowances" continue to be paid separately, outside the STA system. In 2025, the STA will continue to play a central role, requiring businesses to carefully adapt their accounting systems and strictly adhere to the conditions to minimize the risk of arrears and penalties. Thus, the STA has achieved significant results in simplifying procedures, but requires further attention and refinement to address emerging challenges.

The article is devoted to the study of project evaluation from the point of view of the study of this concept in the works of Russian authors. This article examines the essence of project evaluation, the project lifecycle, the use of quantitative and qualitative methods for evaluating projects at various stages of the project lifecycle, and suggests the feasibility of using an integrated approach in the application of project evaluation methods to improve the effectiveness of project implementation.

The article substantiates the need to develop a comprehensive methodological approach for analyzing modern banking ecosystems that are emerging in the context of digital transformation of the economy. As an alternative, it proposes the integration of complementary approaches: systemic, platform, network, and customer-oriented analysis, supplemented by design thinking methods and digital maturity assessment. Special attention is given to the combination of quantitative and qualitative research methods, which allows for a comprehensive assessment of the effectiveness, sustainability, and value of the ecosystem for the end consumer.

Nowadays, it is becoming an urgent need to educate young people in the field of financial literacy, especially in the context of cryptocurrencies, given their accessibility and attractiveness to young investors. The article focuses on the need for risk assessment as a key aspect of investment decision-making, which contributes to the development of analytical skills and the formation of responsible financial behavior among young people. It analyzes various classes of digital assets, such as bitcoin, staking, and meme tokens, and assesses the risks and potential returns associated with them. The article also discusses the phenomena of pyramid schemes in the crypto industry and the role of regulation in the real estate market. The authors emphasize the importance of integrating theoretical knowledge about cryptocurrencies into financial literacy training programs aimed at developing a sustainable and informed approach to investing among young people. The study aims to assess millennials ' awareness of investment opportunities in the rapidly changing financial world, which is becoming an important factor for the successful adaptation of the new generation to the digital economy.

The article provides an overview and comparison of various methods for assessing the investment attractiveness of an enterprise, both qualitative (Delphi method, rating agency method, PEST analysis, SWOT analysis) and quantitative (financial method, DCF model, WACC and EVA indicator, Gordon growth model) as well as complex ones (point-rating, Sevryugin's model, the method of analyzing real options and game theory, and Due diligence). Their advantages and disadvantages for making informed investment decisions are considered, and a flowchart on how to automate the integrated assessment mechanism is presented.

The authors of this article examine a range of issues related to the development of the non-ferrous metals market under the sanctions imposed on Russia. They also examine current trends in aluminum production and sales volumes on both foreign and domestic markets. A decline in aluminum industry sales to EU countries was noted as a result of sanctions imposed in recent years. The authors noted a positive trend of expanding sales markets to Asian countries and the emergence of new consumers for aluminum products. The activities of a large metallurgical enterprise producing aluminum semi-finished products and high-tech products from deformable aluminum and magnesium alloys were investigated. The company's leadership in the domestic industry market, its transition to the production of science-intensive and high-tech products, and the expansion of the range of products offered to consumers were noted.

The relevance of this study lies in the fact that the contribution of women's entrepreneurship to the economy requires a methodological understanding of the features of its functioning. Objectively, a trend has been recorded - traditional cultural and social norms are gradually changing, especially against the background of their own and large-scale economic sanctions. Methodological approaches, methods and techniques, as well as models and specific tools applicable in a dramatically changing Russian and international business environment need clarification and adequate changes. The author believes that the barriers (financial, informational, market, business relations, educational and professional, cultural and historical) that prevent women from full-fledged independence in business (especially in micro, small, medium) must be overcome. There are social actors (public, non-governmental, private) and management tools can be created to provide women entrepreneurs with sustainable and high-quality access to the resources necessary for the successful development of their business. Is there a formula for success for women's entrepreneurial activity?

The article examines theoretical and practical aspects of developing an economic growth strategy for an industrial enterprise based on innovation. The object of the study is PJSC «UEC-UMPO», the largest Russian manufacturer of aircraft gas turbine engines. A strategic analysis of the enterprise was carried out using PEST, SWOT, and Porter’s Five Forces model. Key external and internal environmental factors affecting the company’s development were identified. Innovation-driven growth directions were substantiated, including production modernization, development of R&D, implementation of digital technologies, and expansion of cooperation. Practical recommendations were formulated to improve the company’s competitiveness and ensure sustainable economic growth.

The relevance of the research is determined by the peculiarities of the development of modern international trade in general and international relations of the Russian Federation in particular, in the context of interaction within the framework of integration associations. The article defines the features and significance of non-tariff regulation instruments and their application in the context of the development of the modern international economy, describes the prospects for further development and transformation of non-tariff regulation measures in order to develop and support relations between the EAEU countries and improve trade and economic ties.

The study is dedicated to the development of strategies for selecting consumer products by enterprises as a key direction for enhancing their competitiveness. Special attention is given to the theoretical and methodological foundations of developing product strategies, which include an analysis of internal and external environments, the selection of methods, and various approaches to determining the stages of product creation and promotion. The significance of a strategic approach to product development is emphasized, based on the consideration of changes in consumer preferences, competitive dynamics, and market trends. Approaches to studying the internal resource capacity of companies and the integration of marketing and technical processes to justify product selection are examined. Key factors influencing the development of a strategy for selecting a consumer product are highlighted, including applied methods of analysis (SWOT, PESTLE, benchmarking, etc.), stages of product strategy development and implementation, advantages of introducing innovative products, and more. The results of the study focus on the necessity of substantiating a specific approach to product strategy development that ensures competitive advantages, adaptability to market changes, and satisfaction of consumer demands.

The article provides a comprehensive analysis of the legal aspects of interdepartmental interaction between government agencies in the process of maintaining the Unified State Register of Real Estate (USRN). The study is aimed at identifying problems that hinder effective information exchange between Rosreestr, other federal executive authorities, regional structures and local governments. The article examines the current regulatory framework, the provisions of the Federal Law "On State Registration of Real Estate" and the Federal Law "On the organization of the provision of state and Municipal services". The author analyzes the structure and functions of the system of interdepartmental electronic interaction (IMEM) as the main technical tool for information exchange. The study identified the main barriers: duplication of information in various government information resources, the presence of contradictory information, technical failures in the work of the SMEV, as well as gaps in legislation that create legal uncertainty. Special attention is paid to the specific problems of interaction in accounting for forest lands, cultural heritage sites and other categories of real estate that require the participation of highly specialized agencies. Based on the analysis of law enforcement practice and scientific works, specific directions for improving legislation and organizational mechanisms aimed at creating a unified, reliable and consistent information space in the real estate sector are proposed.

In recent years, user-generated content (UGC) has become an essential element in brand marketing strategies. With increasing competition and rapidly evolving technologies, traditional marketing approaches are gradually losing their effectiveness. However, the variety of digital marketing channels and promotion tools that are broadcast on behalf of a brand may not always be trusted or resonate with consumers when it comes to making purchasing decisions. In this context, engaging consumers in the creation of content that can significantly impact brand perception has become increasingly important. The article examines the impact of user-generated content on the formation and strengthening of brand trust, as well as the types, advantages, and potential risks and limitations of user-generated content.

The article discusses measures to counteract counterfeit products of intellectual property objects. Counterfeit infringes the exclusive rights of the copyright holder. The article discusses one of the ways to protect the OIC from counterfeiting – it is the entry of the OIC in the Customs Register of Intellectual Property Objects (TROIS). The customs authorities, having discovered signs of counterfeiting, notify the copyright holder of the mark of the fact of violation of his rights. The trademark owner receives not only the opportunity to prevent the import of counterfeit goods into the Russian market, but also information about the violator and the amount of damage caused. The author examines the risk of counterfeit products and several stages of preventing the spread of counterfeit goods in the customs territory of Russia.

International monetary and financial relations (MFR) are a critical factor determining macroeconomic stability and sustainable development of national economic complexes. This is particularly relevant against the backdrop of geopolitical changes and rapid technological modernization. Effective integration into the global economy requires states to adapt and strategically rethink financial mechanisms that contribute to ensuring long-term competitive advantages. The Japanese economy is facing a range of structural challenges that require a fundamental revision of foreign economic and monetary policy. Among the most important problems are the deflationary trend, which is exacerbated by demographic aging and dependence on imports of strategic resources. This threatens price stability and real consumer demand, therefore, the traditional MFR instruments for maintaining export price competitiveness through devaluation of the national currency are becoming a serious systemic risk factor. The scientific novelty of the research lies in the comprehensive analysis of monetary and financial instruments that previously formed the basis of economic breakthrough but currently act as the main constraints to sustainable development.

This article presents the importance and necessity of improving the efficiency of economic entities, and defines the importance of optimizing business processes within the enterprise. Reengineering is considered as one of the key ways to enhance the business processes of an enterprise in order to improve operations and increase profits. Using the example of a specific enterprise, a model for reengineering the business process of interacting with clients and customers is proposed, the essence of which is to implement a CRM system. The choice for an industrial enterprise was determined by conducting a comparative analysis of two CRM systems - Bitrix 24 and 1C: CRM, through which the Bitrix 24 CRM system was selected. The analysis revealed its advantages in relation to 1C: CRM directly for the enterprise under study.

The paper is devoted to the study of the features of anti-crisis management in the food industry of Russia, one of the strategically important sectors of the economy, in the context of sanctions pressure and macroeconomic instability. The relevance of the study is due to the need to develop effective measures to prevent bankruptcy of enterprises, protect their assets and restore financial stability. The study analyzes the key problems faced by enterprises in the industry, including a shortage of raw materials, outdated technologies, strict regulation, financial instability and logistical constraints. It also suggests areas for effective anti-crisis management, including supplier diversification, digitalization of processes, flexibility in production and strengthening the legal protection of assets.

The results of a study of the effectiveness of investments in fixed assets of agriculture in the regions of Russia for the years 20016-2019 are presented. The industry indicators for 2020-2023 were taken into account as investment results. 15.3 thousand indicators were included in the analytical research. The territories with the highest and lowest values of the efficiency index of investments in fixed assets of agriculture have been identified. The peculiarities of the studied processes in some regions of the country are noted. The trends in the studied indicator for individual territories of the Russian Federation are characterized.