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Pp. 4 – 7
UDC 658.8
DOI: 10.24412/2071-3762-2026-3345-4-7
Healthy Desserts are an Assortment Trend in the Market of Food Services
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Karpenko Victoria Yurievna,
PhD in Technical Sciences, Associate Professor of the Department of Public Catering and Service, Kuban State Technological University; 2 Moskovskaya st., Krasnodar, Russia
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https://orcid.org/0000-0002-1043-3286
Dzhum Tatyana Aleksandrovna,
PhD in Technical Sciences, Associate Professor of the Department of Public Catering and Service, Kuban State Technological University; 2 Moskovskaya st., Krasnodar, Russia
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https://orcid.org/0000-0002-4025-326X
Barashkina Elena Vladimirovna,
PhD in Technical Sciences, Associate Professor of the Department of Public Catering and Service, Kuban State Technological University; 2 Moskovskaya st., Krasnodar, Russia
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https://orcid.org/0000-0001-6020-7060
The article is devoted to the study of consumer preferences for healthy desserts and the adaptation of product offerings to them, taking into account the calculation of the realistically achievable niche in the near future. The purpose of the study is to identify the current trend in food services, which is characterized by a more conscious approach to healthy living, including the inclusion of product items in the diet. Based on the identified preferences, a business model is proposed for expanding the range of healthy desserts, including vegan and raw desserts, which are increasingly popular among young people. The scientific novelty is associated with the development and testing of technological processes for new product lines, with the confirmation of a patent application and subsequent implementation of these processes in the product line policy of existing public catering enterprises. As a result, the most optimal channels for their promotion and sale in the catering services market have been identified. The payback period for this business model has been calculated, which confirms the practical feasibility of its use in the commercial activities of existing public catering enterprises in Krasnodar.
Keywords: vegan desserts; raw food diet; types of nutrition; concepts; promotion; business model; trend; target audience; market size.
Pp. 8 – 14
UDC 339.13
DOI: 10.24412/2071-3762-2026-3345-8-14
Assessment of the Level of Technological Sovereignty in the Automotive Industry Based on an Analysis of International Trade
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Polukarova Sofya Nikolaevna,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Ave., Moscow, Russia
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https://orcid.org/0009-0006-9210-3286
Macheret Anton Dmitrievich,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Ave., Moscow, Russia
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https://orcid.org/0009-0000-8142-9850
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Associate Professor of Marketing Department, Financial University under the Government of the Russian Federation; 49 Leningradsky Ave., Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
The work is devoted to a comprehensive analysis of the transformation of foreign trade flows in the passenger car transport segment in the Russian Federation between 2020 and 2024. In the context of the problem of import dependence that has become more acute since 2022, the study focuses on qualitative and quantitative changes in the structure of imports and exports. Based on the analysis of customs statistics, key trends have been identified: a rapid reorientation of imports from Japan, Germany, and the Republic of Korea to China, which has quickly gained a dominant position in the market; a sharp decrease in export volumes, indicating a priority for saturating the domestic market; and structural changes within product categories. The authors also examine the dynamics of domestic vehicle production, noting a significant decline in the output of passenger cars in 2022. The paper concludes that a new, highly concentrated model of import dependence is emerging in the automotive industry, which creates both short-term opportunities for market saturation and long-term challenges related to supply volatility and the need for accelerated development of national production.
Keywords: automotive transport; global trade; import substitution; technological sovereignty; market analysis; automotive market.
Pp. 15 – 26
UDC 339.138
DOI: 10.24412/2071-3762-2026-3345-15-26
The Role of Science Fiction Narratives in Shaping Cognitive Filters for Evaluating Innovations
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Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, Senior Lecturer at the Department of Marketing, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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httрs://orсid.org/0000-0003-4671-7480
The article explores the mechanisms of the influence of science fiction narratives on the perception of technological and social innovations by consumers. The study develops the methodology of the «System of Integration of Science Fiction in Marketing and Risk Analysis» and the concept of cultural debt proposed by the author earlier, shifting the focus from the macro level of cultural processes and the meso level of corporate strategies to the micro level of individual consciousness. The concept of a «cognitive filter» is introduced as a stable structure of perception formed as a result of an individual’s assimilation of cultural patterns and determining the interpretation of new objects and phenomena. Based on the analysis of the corpus of science fiction works of the 20th and 21st centuries, a typology of cognitive filters has been developed, which includes semantic, visual-aesthetic, scenario, and ethical filters. The modes of interaction between filters in the process of innovation assessment have been described: resonance, conflict, substitution, and transformation. The relationship between the proposed model and the author’s previous research has been established, and the correlation between the types of cognitive filters and the types of cultural duty has been shown. Practical implications for marketing communications are formulated, including the diagnosis of target audience filters, the principle of narrative tuning, and the strategy of managing cognitive dissonance. The limitations of the study and directions for further empirical research are identified.
Keywords: science fiction; cognitive filters; innovation perception; marketing communications; semantic filters; visual and aesthetic filters; scenario filters; ethical filters; cultural duty; narrative tuning; consumer behavior.
Pp. 27 – 35
UDC 339.138
DOI: 10.24412/2071-3762-2026-3345-27-35
Opportunities for Russian Small and Medium-sized Businesses to Use Mobile Operators Ads
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Kmet Elena Borisovna,
PhD in Economics, Associate Professor of Marketing and marketing and Logistics Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/0000-0001-9014-8153
Grigorian Sofia Albertovna,
student, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/0009-0004-7787-394X
The need of small and medium-sized businesses for effectively managed digital direct marketing communication tools is due to limited resources for promotion and the high cost of errors in targeting and frequency of contacts. The development of Mobile Operators Ads based on targeted SMS and push notifications provides opportunities for targeted coverage, but the use of these tools is limited by the uncertainty of the results and the need for measurable effects. This paper proposes a methodology for studying the factors of implementing Mobile Operators Ads in the promotion of small and medium-sized businesses, based on the analysis of scientific publications on the topic and the analysis of trends in the development of the Russian digital market. The methodology was tested based on 12 in-depth interviews with representatives of small and medium-sized companies in the fields of fitness clubs, coffee shops, and restaurants. The results of the methodology test revealed key barriers: insufficient clarity in setting up campaigns and creating audiences, difficulty in assessing the impact on sales, limited resources for testing, and the risk of negative perception of messages. The study proposes ways to improve Mobile Operators Ads for Russian small and medium-sized businesses, focusing on reducing implementation barriers: increasing transparency in audience creation and reporting, simplifying test launches, managing contact repetition, and standardizing requirements for messages and response capture tools. The findings are of practical interest to telecom operators, advertising agencies, and advertisers represented by small and medium-sized businesses in the development and use of operator-based advertising products.
Keywords: Mobile Operators Ads; mobile operators; targeted SMS; push notifications; small and medium-sized businesses; marketing communications; in-depth interviews; implementation barriers; advertising effectiveness.
Pp. 36 – 41
UDC 339.138(075.8)
DOI: 10.24412/2071-3762-2026-3345-36-41
Social and Ethical Marketing as an Approach and Tool for Achieving the National Strategic Goal of a Sustainable and Dynamic Economy
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Osadchaya Svetlana Mikhaylovna,
PhD in Economics, Associate Professor, Management and Markting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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httрs://orсid.org/0000-0002-1413-4072
The new national strategic goals mark a transition from the uncontrolled drift of the Russian Federation’s national economy to a planned and managed process that should result in a new quality of economic dynamics and competitiveness. It is clear that this requires the modernization and improvement of the markets that form the basis of the national market economy, as well as the quality of relationships within these markets, which currently exhibit a low level of social ethics, a focus on specific but short-term results, and a lack of coherence and fragmentation. The proposed article analyzes and critically compares current marketing paradigms in terms of their focus on the quantity and quality of marketing interactions, and substantiates the prospects for expanding the scope and increasing the effectiveness of the socio-ethical marketing concept in the activities of modern entrepreneurial structures.
Keywords: economy of interactions; marketing paradigm; socio-ethical marketing; quality of marketing influences and interactions.
Pp. 42 – 47
UDC 796.075.2:004.9
DOI: 10.24412/2071-3762-2026-3345-42-47
Modern Models of Financing and Monetization in Aesthetic Sports
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Lopushanskaya Anna-Maria Sergeevna
Postgraduate Student, Synergy University; 2, Izmailovsky Val, Moscow, Russia
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https://orcid.org/0009-0005-9545-3698
The article is devoted to the development of a digital ecosystem model for a sports federation in aesthetic sports. The paper analyzes the barriers to technological development in the sports industry and substantiates the need to transition from fragmented solutions to an integrated ecosystem architecture. Based on a comparative analysis of technological platforms, a five-level structure of a digital ecosystem model for a sports federation is proposed, which combines cloud infrastructure, CRM systems, and monetization channels. A step-by-step strategy for implementing this model is developed. The results of the study confirm the hypothesis that the implementation of platform solutions allows to bridge the gap between the media potential of a sport and its commercial efficiency.
Keywords: digital transformation; sports marketing; sports federation; financial model; sports monetization; CRM systems.
Pp. 48 – 53
UDC 332.1
DOI: 10.24412/2071-3762-2026-3345-48-53
Reputation Synergies: Mechanisms for Integrating University, Business, and Government Brands in Regional Development
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Lesnykh Nadezhda Yuryevna,
Senior Lecturer of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia.
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https://orcid.org/0009-0004-1088-7781
Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Director of the Institute of Economics and Management, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9497-6172
Sozinova Anastasia Andreevna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0001-5876-2823
Domenko Yury Yuryevich,
PhD in Economics, Associate Professor of the Department of Economics, Management, and Production Organization. N.M. Fedorovsky Zapolyarny State University; 7, 50 Let Oktyabrya st., Norilsk, Russia
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https://orcid.org/0000-0002-5486-0175
The article presents the concept of reputational synergy as a system-forming factor of modern regional development. Unlike traditional territorial branding, which focuses on the image of a place, reputational synergy explores the purposeful interaction and mutual enhancement of the reputation of three key actors in the region: universities (as knowledge and human resources generators), enterprises (as drivers of economic development and innovation), and public figures/institutions (as strategists and integrators). The authors identified the key mechanisms of influence of reputational factors, systematized the institutional problems of brand integration, and proposed a three-level organizational and economic mechanism for managing reputational synergy. The paper uses practical examples to illustrate successful practices and the main identified problems. In conclusion, the authors formulated practical recommendations for regional authorities, businesses, and universities on creating a unified reputational field for the region.
Keywords: reputational synergy; territory brand; university brand; corporate brand; regional development; competitiveness; triple helix; human capital; smart specialization; reputational factors; management mechanism.
Pp. 54 – 58
UDC 338.48
DOI: 10.24412/2071-3762-2026-3345-54-58
Features of Visitors’ Preferences and Behavioral Intentions in the Market of Thematic Museums: the Case of the Financial and Historical Niche
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Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
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https://orcid.org/0000-0002-9404-8827
Plotnikova Ekaterina Alekseevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0005-2591-8197
The article is devoted to the study of consumer behavior in the Moscow museum services market in relation to the segment of financial and historical museums. During the preliminary analysis of the competitive environment, it was revealed that existing museums of money and numismatics focus primarily on narrow aspects of the topic, leaving room for a project with a broader, global concept. This necessitated the need for empirical verification of consumer expectations. The aim of the study is to identify the key factors influencing the decision to visit such a thematic museum and to structure the expectations of potential visitors regarding the exhibits and services. The methodology is based on the analysis of secondary data and an online survey (n=116). The study allowed us to assess the importance of interactivity, the logic of the exhibition, digitalization, and the price factor. The results include audience segmentation and practical recommendations for product and communication policies aimed at increasing the project’s competitiveness in the capital’s cultural leisure market.
Keywords: consumer behavior; museum marketing; audience segmentation; cultural leisure; thematic museum; financial and historical themes; consumer preferences; empirical research.
Pp. 59 – 63
UDC 332.1
DOI: 10.24412/2071-3762-2026-3345-59-63
Territorial Marketing of Russian Regions in the Context of the ESG Transition
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El Khusein Raduan Khasanovich,
Postgraduate Student, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0009-0009-9404-7662
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia; Professor 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/0000-0003-2921-7548
The article is devoted to the study of the processes of territorial marketing transformation in Russian regions under the influence of the ESG agenda in the period 2020–2025. The work is based on the analysis of open statistical and sociological data. The trends in the public demand for environmental and social issues identified through comparative analysis formed the basis for assessing the dynamics of integral socio-economic indicators of the regions. Using comparative and structural-functional analysis methods, as well as graphical data interpretation, the key parameters of regional development were compared over the study period. As a result, a dynamic model of changes was constructed, demonstrating a steady increase in public interest in the environmental agenda and a statistically significant improvement in the socioeconomic situation of the Russian Federation’s constituent entities. Based on this, the conclusion was made about the transition from an investment-resource model of territorial marketing to a comprehensive ESG-oriented paradigm, where environmental safety, social inclusion, and governance quality become drivers of regional competitiveness and the formation of a sustainable image for territories.
Keywords: Territorial marketing; ESG transformation; sustainable development of regions; public demand; environmental agenda; socio-economic indicators; interregional differentiation; regional competitiveness; integrated rating of regions.
Pp. 64 – 68
UDC 339.138
DOI: 10.24412/2071-3762-2026-3345-64-68
Evaluation of the Effectiveness of the B2B Transport Transfer Services Promotion Complex: Case Study of TRANSFORM LLC
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Bondarenko Mayya Pavlovna,
PhD in Economics, Associate Professor, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0001-5501-355X
Bondarenko Vasilisa Alekseevna,
Student, Russian Biotechnological University; 11 Volokolamskoye Shosse, Moscow, Russia
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https://orcid.org/0009-0004-6598-8192
Belyaeva Daria Sergeevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0000-1206-7999
Cherepanin Fedor Andreevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0003-1995-9983
In the context of high competition in the market of inter-corporate transport transfer services, companies are increasingly facing the problem of non-systematic communications: different brand presentation in channels, competing digital storefronts, and the lack of end-to-end analytics lead to a decrease in trust and an increase in acquisition costs. The purpose of this article is to show how, based on the sales funnel and economic metrics, it is possible to evaluate the effectiveness of the promotion complex and justify the improvement project for LLC TC «Transfer». The object of the study is the communication and operational system for processing applications; the subject is the indicators of promotion efficiency and the process of converting an application into a contract. The diagnostic results revealed three groups of risks: inconsistency in messages and visual presentation, activity in low-value channels, and a lack of consistent brand concept, which leads to a decrease in trust and an increase in costs. Operational limitations are expressed in low throughput and processing speed due to manual operations and an unstable level of service. A set of measures has been proposed, which includes standardization of communications, development of reputation platforms, adjustment of the website, implementation of regulations in the customer relationship management system (CRM), and setting up end-to-end analytics. The practical significance lies in the fact that the proposed model allows you to plan your promotion budget and evaluate the economic effect through a scenario-based calculation of conversion growth and time savings. Based on the company’s empirical data (1,147 leads during the analyzed period), it has been shown that automating certain operations and standardizing commercial offer templates can lead to up to one hour of time savings per lead, which is equivalent to a significant productivity boost and significantly reduces the risk of losing leads in the early stages.
Keywords: B2B services; transport transfer; promotion complex; sales funnel; CRM; conversion; CAC; ROMI.
Pp. 69 – 75
UDC 339.138
DOI: 10.24412/2071-3762-2026-3345-69-75
Understanding the Person Behind the Purchase: Identifying Clusters of Handmade Fair Visitors
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Krasnostavskaia Nataliia Vladimirovna,
PhD in Economics, Associate Professor, Associate Professor of the Higher School of Service and Trade at the Institute of Industrial Management, Economics, and Trade, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya Street, St. Petersburg, Russia
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https://orcid.org/0000-0002-0289-4920
Pletneva Natalia Aleksandrovna,
PhD in Economics, Associate Professor, Associate Professor of the Higher School of Service and Trade at the Institute of Industrial Management, Economics, and Trade, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya Street, St. Petersburg, Russia
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https://orcid.org/0000-0001-7944-2124
Bozhuk Svetlana Gennadievna,
Doctor of Economics, Professor, Professor of the Higher School of Service and Trade at the Institute of Industrial Management, Economics, and Trade, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya Street, St. Petersburg, Russia
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https://orcid.org/0000-0002-8179-5882
The article presents the results of a study aimed at identifying clusters of visitors to handicraft fairs based on their personality profiles and behavioral characteristics. Using cluster analysis and additional questions about their behavior at the fair, 191 respondents were divided into three clusters: «Connoisseurs,» «Practical,» and «Seekers.» Each cluster has distinct personality profiles and exhibits different behavioral characteristics when visiting a handicraft fair. Practical recommendations have been developed for the organizers of hand-made fairs and craftsmen regarding the definition of a cluster by the demonstrated behavioral characteristics, as well as the organization of the sales space, adaptation of communications, product assortment, price solutions.
Keywords: segmentation; clustering; psychographics; consumer behavior; hand-made; fairs; exhibitions; personal profile.