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Экономический вектор 2025 3(42)

CREATIVE INDUSTRIES AND ECONOMY: A BIBLIOMETRIC ANALYSIS
Author(s): A.V. Kospolov

The article provides a bibliometric analysis of research on the creative economy published in the period 2002-2025 in the database ScienceDirect. With using VOSviewer software tool, bibliometric maps were compiled that demonstrated the direction of research on the creative economy in recent years towards digital transformation and artificial intelligence, and also allowed us to identify a large cluster of research in the field of tourism (creative tourism). Then, with the help of bibliometric maps, the leading researchers in the field of creative economy were identified. Thus, the results of previous Russian-language research on the creative economy were updated and supplemented.

Keywords: creative industries, cultural industries, creative economy, digital transformation, bibliometric analysis

DEVELOPMENT OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN CHINA: PRESENT STATE AND USE IN TRADE
Author(s): T.V. Kirillova, Yin Xinnan

Artificial intelligence technologies are widely used in the global economy. The goal of the present research is to identify the current state and development prospects of the artificial intelligence market in the People's Republic of China (including the use of these technologies in trade). The paper demonstrates that China ranks second in the world in terms of artificial intelligence market size, but in the medium term, the United States will retain leadership in this area due to its existing advantages in fundamental developments. By using artificial intelligence technologies, Chinese trading enterprises reduce costs, improve the quality of customer service and increase the effectiveness of marketing activities. Artificial intelligence technologies can be of great importance for managing China's foreign trade within the framework of the Belt and Road Initiative. The main threats to the development of the artificial intelligence market in China are the shortage of specialists and restrictions from the United States. The government and business in China are taking the necessary measures to counter these threats.

Keywords: artificial intelligence technologies, retail, international trade, supply chains, marketplaces, Belt and Road Initiative.

INTERNATIONAL EXPERIENCE OF STATE REGULATION OF ELECTRONIC COMMERCE
Author(s): I.V. Kapustina, Yu Xiaowen

Digital transformation has become a new trend in the development of domestic and international trade. Various digital trading platforms have emerged, and their efficient regulation has become a pressing issue. This article examines the ways in which digital trade regulation has been implemented in the states that are the permanent members of the Security Council of the United Nations Organization. The key trends of development of the state regulation of the electronic commerce are identified. The results show that the use of digital technologies can significantly improve the efficiency of government oversight as well as contribute to the qualitative development of the trade sector.

Keywords: electronic commerce, digital transformation, digital technologies, state regulation.

RESULTS AND PROSPECTS OF DIGITAL TRANSFORMATION IN THE BELGOROD REGION
Author(s): A.A. Buga, A.A.Inozemtseva

In the context of global digitalization, studying the factors that contribute to the innovative development of regions becomes particularly important. This article is dedicated to examining the factors influencing the development of innovation indicators in the Belgorod region amidst digital transformation, which allows for the identification of a number of key measures, directions, and challenges. In recent years, the Belgorod region has demonstrated significant achievements in the field of digital transformation, ranking among the leading regions in Russia. Key factors contributing to the growth of innovation indicators include: government support – providing subsidies, favorable leasing conditions, and infrastructure development; the implementation of digital technologies – automation of processes, the use of IoT, blockchain, and data analytics to enhance competitiveness; educational initiatives – training and retraining personnel; intersectoral coordination – collaboration among government bodies, businesses, and research institutions. Within educational programs, there is an emphasis on training specialists in information technology, which fosters the creation of an innovative economy. No less important is the aspect of business development in digital transformation. Regional authorities actively support small and medium-sized enterprises by providing access to modern IT solutions and digitalization programs. Thus, digital transformation in the Belgorod region becomes a foundation for sustainable economic growth and an improvement in the quality of life for citizens.

Keywords: government support, innovation indicators, artificial intelligence, national project "Digital Economy", regional development, "Smart City" system, digital transformation.

ISSUES OF FINANCIAL STABILITY MANAGEMENT OF THE ENTERPRISE
Author(s): M.N. Moskalenko

This article considers a comprehensive approach to assessing the financial stability of an enterprise by adjusting financial indicators to the deflator, expressed through the factors of influence of the external and internal environment of the enterprise and obtaining an assessment of its financial security. The article reflects the main stages of the practical implementation of the EFPI methodology, the results of which are important for assessing the effectiveness of financial activities of enterprises and for making correct and rational management decisions in the face of uncertain market conditions.

Keywords: financial stability, environmental factors, factors of the internal environment of the enterprise, financial security.

GLOBAL PRACTICE OF PUBLIC-PRIVATE PARTNERSHIP IN THE FORESTRY SECTOR
Author(s): N.A.Mosolova, S.A.Umgaev

The article is devoted to the world practice of cooperation between the state, private individuals and commercial organizations in the development of the forest sector and the forest industry. Public-private partnership (PPP) is mutually beneficial: the regulator, along with revenues and rational use of resources, receives support in areas such as digitalization and innovation, where businesses are doing well.

PPP in forestry is a sustainable, common practice in many Western and foreign countries. This model of cooperation in the forest sector brings significant economic results, but at the same time, it also has a number of problems. First of all, PPP in forestry implies the introduction of effective management and management practices.

The article is based on the theory of management as the main branch of economics. Examples of effective management in the global practice of PPP in forestry are analyzed on the basis of practical and scientific research materials in open online sources: the analysis of PPP cases in the forest sector, as well as their advantages and disadvantages.

Keywords: public-private partnership, forest management, reforestation, sustainable forest management, initiative.

CORPORATE CULTURE AND ITS INFLUENCE ON THE SUCCESS OF INNOVATION AND INVESTMENT PROJECTS
Author(s): D.M. Kasatkin

The article aims to study the influence of corporate culture on the success of innovation and investment projects in large companies. The objectives are as follows: to determine the elements of corporate culture and the influence of each on the development of an innovation and investment project; to find out the influence of corporate culture on each stage of the innovation and investment project; to identify and provide approximate recommendations for counteracting the factors in corporate culture that hinder the development of innovations. Methods: The work uses a set of scientific research methods, including theoretical analysis of literature, comparative analysis of types of corporate culture, analysis of proposed company cases, and a systems approach. Results: The study revealed that the key elements of corporate culture that contribute to the success of innovation and investment projects are values focused on innovation, effective communications, namely flexibility and support for employee initiatives, as well as corporate events. Recommendations have been developed to prevent the following obstacles to innovation: bureaucracy; resistance to innovation; insufficient communication. The development of a corporate culture must take into account the specifics of each stage of an innovation and investment project: project initiation, planning, subsequent implementation and completion.

Keywords: corporate culture, organizational culture, corporate culture, innovation, innovation-investment projects, investments.

THE STRATEGIC ASPECT OF ORGANIZATIONAL INNOVATION MANAGEMENT IN NON-PROFIT ORGANIZATIONS
Author(s): V.A. Balukova, V.V.Trofimova

The article studies the role of non-profit organizations in the in the Area of Social and economic relations, identifies the main problems of organizational innovation management in non-profit organizations (NPOs). The mission and goals of NPO are formulated, Swot-analysis is developed in relation to specific factors of NPO functioning, an algorithm of forming a strategic map of NPO activity development is proposed on the example of an autonomous non-profit organization.

Keywords: Non-profit organization, organizational innovation, strategic development map, management capacity, SWOT analysis, strategy.

ECONOMIC MEASURES TO INCREASE INTEREST IN TEACHING WORK
Author(s): O.V. Umgaeva, A.A. Umgaev

Teachers are the key agents of knowledge and skills in society. Their shortage leads to a decline in the quality of labor resources and negatively impacts economic development. An assessment of teaching staff resources and their potential confirms the strategic need to expand state support for the education system, including financial incentives for teachers. This conclusion is substantiated through empirical research and comparative analysis. The article proposes economic measures to enhance the appeal of the teaching profession, attracting talented individuals capable of unlocking the potential of the younger generation and directing it toward the benefit of families, society, and the state.

Keywords: labor resources, teacher shortage, financial incentives, quality education, wages.

ASSESSING THE LEVEL OF LOYALTY OF EMPLOYEES OF A SERVICE ORGANIZATION: AN EMPIRICAL STUDY
Author(s): E.M. Tarasova, L.V.Khoreva

The article shows that among modern megathreads, not the least important is the change in the employment model of the working population; the emergence of models that do not bind a person to contractual relations with an employer actualizes the tasks of studying the factors of increasing employee loyalty; the work systematizes theoretical approaches to the consideration of organizational loyalty of personnel; characterizes the basic approaches to the study of loyalty in scientific literature, which include: behavioral, attitudinal, affective, normative, value and three-component approaches. It is shown that the assessment of staff loyalty is one of the tools for reducing staff turnover, saving resources and increasing the company's sustainability in the market; three methods for conducting such an assessment are described. Using one of the presented methodological approaches (the Pochebut and Koroleva methods), a study was conducted on the level of organizational loyalty in an operating company operating in the market of video surveillance equipment distribution services. During the analysis of empirical results, the degree of emotional involvement of employees was determined, the main factors that form organizational loyalty were identified, and recommendations for strengthening the corporate culture in the company were proposed.

Keywords: employment models, organizational loyalty, loyalty assessment methods, personnel management, staff turnover, service sector.

A COMPREHENSIVE APPROACH TO DIGITAL TRANSFORMATION IN THE SERVICES SECTOR: BARRIERS AND SOLUTIONS
Author(s): A.V. Soshnikov, A.V.Kuchumov, A.V. Chaikovskaya

The article considers an integrated approach to solving problems associated with the implementation of digital initiatives in the service sector. The authors analyze the key challenges that organizations face during the digital transition, including technological, economic, social, managerial and production barriers. Particular attention is paid to the importance of preliminary and parallel changes, such as modifying the organizational structure, forming an integrated management system and creating an innovation ecosystem. As a result of the study, a scheme for forming the value of a service is proposed, which serves as a key element for successful digital transformation. The article emphasizes the need to take into account technological, organizational and financial-economic aspects when planning digital transformations, as well as the importance of flexible and humanistic approaches to achieve sustainable results.

Keywords: comprehensive approach, innovation, digitalization, services, digital entrepreneurship, digital technologies.

DIVERSIFICATION STRATEGY AS A TOOL FOR ANTI-CRISIS MANAGEMENT IN THE HOTEL BUSINESS
Author(s): A.V. Kuchumov, A.V.Chaikovskaya, P.Yu. Eremicheva

The article examines the role of diversification strategy as a key element of anti-crisis management in hotel enterprises. The authors analyze the features of anti-crisis management in the field of collective accommodation facilities, consider various types of diversification strategies and offer their expanded interpretation. Particular attention is paid to the nature of complex, reverse, progressive diversification in the context of crisis phenomena. Based on the conducted research, a conclusion is made that diversification allows hotel enterprises to minimize risks, increase profits and adapt to changing market conditions.

Keywords: anti-crisis management, hotel business, hotel management, economic crisis, diversification, strategic planning.

ALGORITHM FOR SELECTION AND FORMATION OF A FACTOR MODEL OF THE INFLUENCE OF BUSINESS TOURISM ON THE COMPETITIVENESS OF A TOURIST DESTINATION
Author(s): A.L. Fleet

Social and economic modeling plays a significant role in assessing the level of influence of business tourism on the competitiveness of a tourist destination. According to the author, it seems appropriate to formulate a certain algorithm for the formation and use of a factor model of the influence of business tourism on the competitiveness of a tourist destination. Within the framework of the presented algorithm, the following stages are distinguished: determining the main goals and limitations for the factor model of the influence of business tourism on the competitiveness of a tourist destination; determining the main factors taken into account within the model for assessing the competitiveness of a tourist destination; developing an economic and mathematical model for assessing the competitiveness of a tourist destination and a number of other important stages.

Keywords: business tourism, tourist destinations, competitiveness of a tourist destination, factor models, management in the tourism and hospitality industry, economic and mathematical modeling.

STUDY OF THE EXPERIENCE OF USING ALTERNATIVE ENERGY SOURCES IN REMOTE REGIONS
Author(s): M.A. Liubarskaia, S.Yu. Plotnikov

The article examines the experience of developing alternative energy in remote regions. The purpose of the study is to analyze the global and Russian experience of using renewable energy sources (RES) in isolated energy systems, to identify the key advantages and barriers to implementation. Successful cases of implementing solar, wind, and geothermal energy, as well as hybrid systems, are analyzed. Particular attention is paid to the economic and environmental aspects of using RES in the absence of a centralized energy supply. Examples from the practice of foreign countries (countries of Asia, Africa, Europe and North America) and Russian regions (Kamchatka) are given.

Keywords: alternative energy, renewable energy, remote regions, hybrid energy systems, solar energy, wind energy, geothermal energy.

PRIORITY DIRECTIONS FOR THE DEVELOPMENT OF THE RUSSIAN GAS INDUSTRY
Author(s): L.V. Kostyuk, O.A. Dudyreva

The article analyzes the prospects for the development of the Russian gas industry in the context of sanctions. The priority directions of the development of the gas industry of the Russian Federation are considered. The structure of natural gas supplies to the domestic market is investigated. A proposal has been put forward to improve the operational reliability of existing gas pipelines as one of the priorities for the development of the Russian gas industry.

Keywords: gas industry, natural gas, domestic natural gas market, priority areas.

NEW HORIZONS: TRENDS DEFINING B2B MARKETING IN 2025
Author(s): N.A.Sidorova

B2B marketing is in a critical period, and its future deserves special emphasis. Digitalization is steadily changing the landscape, with customers increasingly opting for personalized offers, and the boundaries between B2B and B2C marketing are becoming increasingly blurred. This sets the business the task of finding more individual approaches to communication.

Keywords: information, marketing, process, digitalization, strategy.

FEATURES AND TRENDS OF B2B AND B2C MARKETING DEVELOPMENT
Author(s): N.A.Sidorova

The future of marketing requires special attention. Marketing does not stand still, bringing new trends to the process of interacting with consumers. In 2025, this process promises to become even faster and more flexible due to innovations. When studying a business, they often consider how to attract the average consumer. Retail is considered to be the widest market. But this is not the only way of marketing.

Keywords: market, effect, strategy, segment, model, consumers, society

APPLICATION OF ARTIFICIAL INTELLIGENCE IN CORPORATE RISK MANAGEMENT
Author(s): A.E. Sergeeva, M.S.Fursova, Konyagina M.N.

In the context of the struggle for technological superiority, artificial intelligence is becoming one of the key tools for achieving leading positions. At the same time, scientists are engaged in a heated discussion about the feasibility of its use in many areas of our lives and the threats of degradation of human qualities that distinguish them from other representatives of the living world. At the same time, there is an area where the use of this tool is very beneficial, and its dominance over human abilities in this area is beyond doubt. This area includes financial management, or more precisely, the assessment and management of risks in the company's activities. Artificial intelligence has already found wide application in risk management in financial intermediation. However, in the real sector, especially in the processing industry, shipbuilding, automobile manufacturing and certain heavy equipment, its use in risk management is only on the agenda. The purpose of the scientific work was to propose approaches to the further development of methods for using generative intelligence to assess and manage risks based on an analysis of the experience of using artificial intelligence in financial management. To do this, the authors updated information on typical risks in financial management, studied the ways of using artificial intelligence to work with these risks, assessed its impact on the quality of financial risk management of companies using practical examples, identified the strengths and weaknesses of this approach, and as a result developed recommendations for the further development of the corporate financial management system. The article is of interest to practicing economists who are improving approaches to the use of artificial intelligence in their organizations, as well as those involved in planning and determining business development vectors for the near future. In particular, the authors provide recommendations for overcoming the key problems of introducing artificial intelligence into company risk management, and also emphasize strategic approaches to its application, and not just as a technological tool in the current analysis, which is a novelty for published studies.

Keywords. automation, artificial intelligence, risk, risk management, financial management, machine learning, digitalization.

ENTREPRENEURIAL RISK AS AN OBJECT OF ASSESSMENT AND INSURANCE
Author(s): A.M. Kolesnikov, V.P.Arsentiev

The article is devoted to the analysis of approaches to determining the content of entrepreneurial risk as an economic and legal category, systematization of features and factors of using insurance as an effective method of entrepreneurial risk management. On the basis of the conducted research the types of entrepreneurial risks that can be insured, the key advantages of using the insurance method, the sequence of stages of assessment and management of insurable risks of modern enterprises are determined.

Keywords: entrepreneurial risk, risk assessment, risk insurance, risk management, losses.

MODERN METHODS FOR ASSESSING THE COMPETITIVENESS OF AN ORGANIZATION
Author(s): A.L. Zelezinskii, O.V.Arhipova, E.Pushkashu

The assessment of the competitiveness of manufacturing companies is an important tool for making management decisions by various market participants. Competitiveness depends on many indicators, which complicates its assessment. It is necessary to see the range of methods for assessing the competitiveness of an organization and choose the most relevant one. Thus, this article will focus on the factors of competitiveness of the organization and methods for assessing the competitiveness of manufacturing companies.

Keywords: factor, product, competitiveness, economics, profit, method, organization.

PUBLIC MEDICAL EQUIPMENT MARKET IN RUSSIAN NATIONAL REGIME
Author(s): R.D. Mushenko

The article provides information about the dynamics of the medical equipment market development in Russia, based on the results of public tenders in the first half of 2025 and the data for the same period in 2024. The negative development of the industry is a result of both the geopolitical and economic situation, as well as the changes in the national procurement rules for goods and services in December 2024.

Keywords: medical equipment, healthcare, domestic medicine, federal programs, public tenders, and medical services.

FEATURES OF ASSESSING THE TRANSFORMATION OF CORPORATE STRATEGIES IN THE CONTEXT OF SANCTIONS RESTRICTIONS
Author(s): V.S. Merkusheva, E.A. Perkov

The article discusses the issues of improving the organizational and methodological support for assessing the transformation of corporate strategies of organizations in the context of sanctions restrictions. The authors analyze the key challenges faced by companies and propose approaches to adapting methods for evaluating strategies. Based on the analysis of established practices and theoretical concepts, the main directions of strategy transformation are highlighted, as well as recommendations for improving methodological tools. Special attention is paid to motivating businesses to implement sustainable development mechanisms. The results of the study can be used to increase the sustainability of organizations in an unstable environment.

Keywords: corporate strategies, sanctions restrictions, organizational and methodological support, assessment of transformation, business adaptation, sustainable development, theory of dynamic abilities, resource theory.

INSTITUTIONAL MECHANISMS FOR SUPPORTING ECONOMIC DIVERSIFICATION: EXPERIENCE OF THE KRASNODAR TERRITORY AND ADAPTATION PROSPECTS FOR OTHER REGIONS
Author(s): I.V. Korinchenko, D.Y. Salko

Traditionally, the Krasnodar Krai has been one of the most economically developed regions in Russia. However, in the face of global market instability, the region's dependence on a limited number of industries makes it vulnerable. Diversification of the regional economy enables the development of new promising sectors and enhances its resilience.

This article examines the role of institutional mechanisms in the economic diversification process, using the Krasnodar Krai as a case study. It analyzes government support tools, regulatory frameworks, and development programs that facilitate the transition from a resource-based model to a diversified economy. Special attention is given to the collaboration between government, businesses, and research institutions. Based on empirical data, the article proposes a model for adapting successful practices to other Russian regions.

Keywords: economic diversification, institutional mechanisms, government support, regional development, Krasnodar Krai, sustainable growth.

RUSSIAN HISTORY OF THE DEVELOPMENT OF HOMO ECONOMICUS WITHIN THE FRAMEWORK OF THE 21ST CENTURY THEORETICAL CONCEPTS OF BEHAVIORAL ECONOMICS (USING HOMO LUDENS AS AN EXAMPLE)
Author(s): V.L. Vaingort, L.A.Podolyanets

On October 30 and November 1, 2024, the conference "Pushkin and Economics" was held at St. Petersburg University. The topic is not new for Pushkin studies. It was initiated by the article of the famous historian Pavel Shchegolev "Pushkin - Economist", published by the newspaper "Izvestia" in 1930. Many Pushkin scholars, following Shchegolev, include Pushkin among the famous Russian economists of the 19th century, and this choir includes the voices of not only domestic "Pushkin scholars", but also foreign ones. In 1945, for example, Normano's book "The Spirit of Russian Economic Science" appeared in the USA, where Pushkin is spoken of as a famous economist. According to the authors, the economic behavior of the poet, as well as that of his friends, was irrational from the standpoint of the asserted Homo economicus, but quite logical from the standpoint of behavioral economics.

In their study, the authors test their hypothesis about the prevalence of the play principle in everything that concerns the economic side of life. Pushkin is a typical Homo ludens (playing man) type of the time of changes, and as such, his attitude to economic reality is of scientific interest, based on the principles of the new behavioral economics. Classical economic theory assumes that economic entities pursue their own interests and strive to maximize their benefits in their actions. In numerous definitions of the concept of "economics", the concept of "rationality" is most often encountered. Irrational economic choice was considered in economic science as a kind of failure of regularity, at least until joint research at the intersection of psychology and economics, which culminated in the formation of a new direction called "behavioral economics". In particular, it studies and explains the influence of long-term strategies on economic decisions made by people under the influence of ideals of justice, equality, or other social preferences. Behavioural economics also studies the influence of social and emotional factors on decisions made during economic choice. It studies decisions that are irrational from the standpoint of income maximisation. Based on the principles of behavioural economics, it is possible to understand the attitude to the economic side of life of the emerging Russian intelligentsia, which began its existence, according to Ovsyaniko-Kulikovsky (author of the "History of the Russian Intelligentsia") with Eugene Onegin, that is, with Pushkin. Partially, the basis for economic-behavioural analysis was the magazine "Sovremennik", as a result and conscious position of the poet as an author, editor and publisher.

Keywords: Pushkin and economics, behavioral economics, Sovremennik magazine, Homo economicus, Homo ludens.