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Рр. 4 – 8
UDC 339.138
DOI: 10.24412/2071-3762-2026-1343-4-8
Communication Barriers and Factors That Overcome Them in Organizations’ Interactions with Consumers and Gen Z Employees
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Gasparyan Artur Vardgesovich,
PhD in Economics, Associate Professor at of the Department of Service Marketing and Brand Management, State University of Management, 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-1554-4557
Panasenkov Vladimir Sergeevich,
Postgraduate Student, Rostov State University of Economics (RINH); 69 Bolshaya Sadovaya st., Rostov-on-Don, Russia
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https://orcid.org/ 0009-0005-6924-7030
Zhazhina Elizaveta Ivanovna,
student, Institute of Marketing, State University of Management, 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/ 0009-0003-7591-4640
The article examines the communication barriers that arise in the interaction of modern organizations with generation Z in the context of digital and socio-economic transformation. The relevance of the study is due to the massive entry of representatives of this generation into the consumer pool, the labor market and the field of public communications, as well as the discrepancy between their communicative expectations and traditional management and PR models. Based on the analysis of generational theory, generalization of sociological and marketing research materials, the key value, cognitive and communicative features of generation Z are revealed, forming a specific profile of information perception and interaction with organizations. The article reveals the multilayered nature of communication barriers, including semantic, technological, managerial, value and psychological components, and substantiates the impossibility of overcoming them through targeted solutions. Special attention is paid to an interdisciplinary approach combining management and public relations tools. As a result of the research, a model for overcoming communication barriers based on the principles of dialogue, authenticity, personalization, technological adaptation and transformation of managerial style is proposed, which allows to increase the level of trust, engagement and sustainability of communications between organizations and generation Z.
Keywords: generation Z; communication barriers; public relations; management; corporate culture; engagement; managerial style; dialog model of communication; feedback.
Рр. 9 – 13
UDC 339.138
DOI: 10.24412/2071-3762-2026-1343-9-13
Application of the Hierarchy Analysis Method when Choosing the Location of a Branded Store
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Voronov Alexander Alexandrovich,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Marketing, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0000-0001-8505-7345
Osadchaya Svetlana Mikhaylovna,
PhD in Economics, Associate Professor, Management and Markеting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0000-0002-1413-4072
The article presents the results of using the hierarchy analysis method when making a marketing decision on the location of the distribution of branded products of the Agro-Belogorye Group of Companies (Agro-Belogorye Group), one of the leading pork producers in the Russian Federation. This method, in our opinion, is one of the universal methods of practical importance due to the ability, on the one hand, to systematize and visualize many situational factors inherent in the functioning of the relevant business entity, on the other hand, to ensure prompt and high–quality marketing decision-making, taking into account the characteristics and characteristics of products. As a result of using the method, with the help of the «SPPR solution» program, a management decision was justified and made on choosing the most optimal location for opening the Agro-Belogorye Group company store. The article used data from open sources to obtain the necessary business information.
Keywords: marketing; product sales; marketing decision; marketing decision-making methods; hierarchy analysis method; branded trade.
Рр. 14 – 19
UDC 338.2
DOI: 10.24412/2071-3762-2026-1343-14-19
Startup Infrastructure: Components, Features of Formation, Prerequisites for Development in the Marketing Environment of the University
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Gerasimenko Olga Aleksandrovna,
Doctor of Economics, Docent, Head of the department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0000-0001-6451-1123
Gnezdilova Ekaterina Nikolaevna,
Postgraduate student of the Department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0004-3363-674X
Engel Sergey Sergeevich,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0005-8800-8131
The article presents the prerequisites for the development of startup projects for various groups of stakeholders, clarifies the specifics of the formation of additional opportunities for the development of innovative products in the startup format, identifies groups of requirements for various elements of infrastructure (personnel, financial, technological, legal, supporting, market) and marketing components of the instrumental apparatus. The conceptual approach to the development and implementation of the startup infrastructure architecture in an educational institution has been clarified. The special role of universities as drivers of the development of an entrepreneurial ecosystem with a special technological function of startup projects is highlighted.
Keywords: startup; infrastructure; infrastructure components; startup development; ecosystem of support; educational institutions; financing; innovation; entrepreneurial environment of the university.
Рр. 20 – 25
UDC 338.246.2
DOI: 10.24412/2071-3762-2026-1343-20-25
Positioning as a Tool for Improving the Competitiveness of Municipalities: Practical Aspects
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Kaidashova Anna Kimovna,
PhD in Economics, Associate Professor, Department of State and Municipal Management, Vladimir Branch of RANEPA; 59a Gorky St., Vladimir, Russia
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https://orcid.org/0000-0003-3922-694X
In the context of increasing competition between municipalities, positioning a place based on its competitive advantages is becoming an important tool for increasing the competitiveness of a territory and attracting significant target audiences – residents, investors, and tourists. The article suggests one of the possible methodological approaches to finding a conceptual basis for the positioning of a municipality based on the unique name and competitive advantages of a place for different address groups, and provides practical recommendations for the development of the territory’s tourism sector. The practical and methodological recommendations proposed by the author have been tested on the example of a number of municipalities of the Vladimir region, including the Sudogodsky district, and may be useful in the work of local governments in forming a strategy to increase the competitiveness of a place, its investment and tourist attractiveness.
Keywords: positioning of the territory; competitiveness of the territory; identity of the place; municipality; Vladimir region; territorial marketing.
Рр. 26 – 33
UDC 339.138
DOI: 10.24412/2071-3762-2026-1343-26-33
Effective Tools to Stimulate Consumer Demand in the Context of Digitalization.
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Suray Natalya Mikhaelovna,
PhD in Technical Sciences, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0000-0001-6219-4363
Parkhomenko Nikita Sergeevich,
student, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
рoroh700@yаndeх.ru
The paper examines the specifics of the transformation of consumer demand in the context of the digitalization of the Russian economy for the period 2023–2025. It is shown that the key changes are related to the growth of online commerce, the massive spread of non-cash forms of payment and the transfer of the decision point to digital platform interfaces. It is proved that in the FMCG segment, demand is increasingly formed through measurable behavioral reactions – product card conversion, purchase repeatability and retention, rather than through traditional coverage indicators. Price, communication, platform, and behavioral demand stimulation tools are systematized, and their comparative advantages and limitations are identified in the context of inflationary pressures and high promotional intensity. Special attention is paid to the risks of excessive incentives, loyalty erosion and platform dependence. Based on the analysis of theoretical approaches and empirical data, a promising model for stimulating demand for 2026 is proposed, focused on balancing the short-term effect and the sustainability of demand. The practical significance of the research lies in the formation of a KPI system and management constraints that make it possible to increase the effectiveness of stimulating demand without destroying marginality and consumer confidence.
Keywords: digitalization of demand; consumer behavior; FMCG; online commerce; non-cash payments; stimulating demand; cashback; brand communications; platform tools; KPIs.
Рр. 34 – 41
UDC 339.138
DOI: 10.24412/2071-3762-2026-1343-34-41
An Integrated Approach to Describing the Purchasing Behavior of Representatives of the Target Group. Part 2. The Full Set of Aspects
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Zakuskin Sergey Viktorovich,
PhD in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya St., Moscow, Russia
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Data on the purchasing behavior of representatives of the target group contains a significant amount of useful information for identifying customer behavioral patterns, making recommendations, and developing a strategy for promoting goods/services/brands/firms. Based on them, you can design the most effective approaches and ways to organize sales. Summary (integral) indicators of customer behavior (based primarily on the volume and frequency of purchases) can be used both in marketing research as a target function and in monitoring the effectiveness of advertising, promotional, PR campaigns, as well as individual events. The article examines a wide range of aspects of consumer behavior: the motivating force of communication channels; consumption situations; preferred types of outlets; consumer assessments of the representation of goods in retail outlets; the importance of additional services when buying; the amounts spent on the purchase, etc. Their study using examples from specific studies was carried out using data structure analysis methods. As a result, groups of similar patterns of purchasing behavior have been identified, ways of attracting potential buyers have been proposed, and estimates of the possible volume of attracted representatives of the target group have been obtained.
Keywords: characteristics of the target group; purchasing behavior; behavioral patterns; making a purchase decision; reasons for making a purchase; segment of the target group; purchasing activity; attractiveness of segments; positioning effectiveness; image-forming factors; factors of purchasing behavior.
Рр. 42 – 49
UDC 330.113.6
DOI: 10.24412/2071-3762-2026-1343-42-49
The «Russian origin of products» attribute in the marketing value of the Russian industrial B2B market
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Reznikova Lyudmila Aleksandrovna,
Master of Marketing, Director of Russtroykomplekt LLC; 10 Panfilovsky Prospekt, Zelenograd, Moscow, Russia
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https://orcid.org/0009-0008-1372-2092
Reznikov Mikhail Aleksandrovich,
PhD student, National Research Nuclear University «MEPhI»; 31 Kashirskoe highway, Moscow, Russia
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https://orcid.org/0009-0009-6318-7849
The purpose of the study is to identify ways to include the attribute «Russian origin of products» in the value structure of industrial B2B suppliers in the domestic market of Russia and to systematize their types. Based on the marketing communications of nine companies in the electrical engineering and machine-building industries, a qualitative content analysis of multiple cases was conducted. It is shown that the attribute does not form an independent component of value, but manifests itself through operational, service, risk and institutional components.; it meets the criteria of marketing value only when linked to the specific benefits of the customer. The strengthening of institutional constraints has increased the importance of the attribute as a market signal and is accompanied by signs of a weakening of the «trap» of import dependence through a change in the incentives of market participants. The scientific novelty of the research consists in the empirical typologization of models of the use of the attribute of fatherland and in the interpretation of its role as a mechanism for the redistribution of transaction costs. The limitation of the study is due to the reliance on open sources and the lack of survey and quantitative procedures, which sets the framework for the conclusions.
Keywords: B2B marketing value; industrial B2B market; domestic industrial products; import dependence; institutional constraints; transaction costs; marketing communications; import substitution.
Рр. 50 – 55
UDC 796.075.2
DOI: 10.24412/2071-3762-2026-1343-50-55
Analysis of the Promotion of Payment Systems Through Sports Organizations and Events (Using the MIR Payment System as an Example)
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Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, Moscow Financial and Industrial University «Synergy», Director; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
Savula Alexey Andreevich,
Head of the Sports Marketing Center of National Payment Card System (NSPK); 11 Bolshaya Tatarskaya St., Moscow, Russia
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Seliverstova Maria Alexandrovna,
Project Manager for cooperation with partners; 11 Pokrovsky Boulevard, Moscow, Russia
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https://orcid.org/0009-0005-1111-7989
This article discusses the promotion of payment systems through sports organizations and events. It explores the collaboration between leading international payment systems, such as Visa, Mastercard, and the national payment system MIR, and major sporting events, including the Olympic and Paralympic Games, FIFA World Cups, Formula 1 races, tennis and basketball tournaments, as well as Russian football, hockey, and figure skating tournaments. The main issues identified in the study were related to the identification of sports rights holders, the interaction between rights holders and rights acquirers, and the effective implementation of acquired rights. Based on the analysis, effective collaboration options were identified, and the main criteria for selecting sports organizations and events for further promotion were determined. These suggestions will contribute to the more effective promotion of the MIR brand through sports, both domestically and internationally.
Keywords: sports; sports marketing; payment system; brand; sponsorship; sponsorship activation.
Рр. 56 – 60
UDC 339.138
DOI: 10.24412/2071-3762-2026-1343-56-60
New Video Advertising Formats in the Gaming Industry and Current Opportunities for Their Extrapolation
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Trubnikova Nina Vadimovna,
PhD in philosophy, Associate Professor, Head of the Department of Advertising and Business Communications, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0000-0002-4148-4588
Karandeeva Elizaveta Dmitrievna,
Team Lead of Customer and Partner Relations at an international IT company, Assistant Professor at the Department of Advertising and Business Communications, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0009-0004-1376-1922
The use of mobile devices for media consumption and advertising involves the use of a wide range of formats that provide not only a wide audience coverage, but also guarantee a qualitatively high level of user engagement. The authors consider the advertiser’s current menu for advertising in games and emphasize the obvious advantage of such communication – the possibility of targeting based on highly specialized interests. The analysis of the prospects for interaction with hard-to-reach segments is based on an understanding of structural shifts in the perception of advertising communication and the specifics of media consumption by modern users. The article reasonably shows that the socio-demographic characteristics of the audience should be complemented by psychographic characteristics, and the use of mobile advertising in games as leisure activities provides such access. The placement of the brand inside the gaming environment makes the interaction of gamers with the brand as organic and memorable as possible, bringing it closer to reality. The goal – to minimize the irritation from advertising – is successfully implemented in the new Rewarded ads advertising format described by the authors based on empirical material, or video ads for a reward without interrupting the gameplay. The article raises the question of the possibility of extrapolating the considered format in video games to other areas where reward mechanics may be important to the user, and develops recommendations for such a format on various digital platforms.
Keywords: mobile marketing; advertising formats; targeting; gaming industry; gamification; video marketing.