Headings of the journal
"Economics and Management"

Annotation: The article is devoted to the study of the features and prospects of the transformation of marketing activities in the context of the forming of the seventh technological paradigm, the key element of which will be the widespread use of artificial intelligence (AI) and self-learning systems. The article presents a systematic view of the key stages of the development of marketing technologies, and examines the impact of future innovative developments on the organization of business processes and the forming of comprehensive marketing strategies. Special attention is paid to the factors that contribute to the development of effective AI-based tools and methods that can increase the competitiveness of enterprises in rapidly changing market conditions. The main drivers of growth and areas of improvement in marketing activities that are necessary for the successful adoption of new technologies are highlighted in the article. The study was based on the methods of abstract-logical and system analysis, modeling, and comparison, as well as the problem-targeted and structural-functional approaches to studying the issues of improving the effectiveness of marketing activities in the context of new technological challenges and pat- terns. The findings will provide an understanding of current trends and strategic directions for the development of marketing in the context of the large-scale technological shift that is expected in the next decade, and will determine the scientific and practical significance of this research.

Annotation: The article discusses the theoretical and methodological issues of forming the structure of the project team as an element of the personnel strategy of the enterprise. The enterprisess development strategy implies the systematic implementation of various kinds of changes and the implementation of a number of projects. The analysis of the signs of the flexible strategy of the enterprise and the personnel strategy of the enterprise allowed us to determine the main directions of work with personnel for the successful achievement of the goals of organizational changes. The scientific article presents the results of a study of how representatives of different generations perceive organi- zational changes and how their work behavior changes. The “theory of generations” is considered, according to which the labor behavior and attitude to changes of representatives of different generations differ. As an example, the personnel structure of successful and unsuccessful projects to optimize the company’s activities is considered. Based on the analysis, conclusions are drawn about which representatives of generations of specialists make up the main staff in more successful projects, and which – in the least successful ones. In order to form a personnel strategy, options for adapting the existing project management structure are proposed, taking into account the peculiarities of each generation’s perception and the distribution of their role positions in accordance with this.

Annotation: The article examines the current problems of regulating digital platforms using the example of marketplaces. There is a contradiction between the increasing market concentration and the need to maintain innovation dy- namics and equal competition conditions. The study revealed that based on the Herfindahl – Hirschman index, the Russian marketplace market has a pronounced oligopolistic structure; in foreign countries, in particular, the German market, according to GMV, corresponds to the oligopolistic Forchheimer’s model of a dominant firm. In the process of analyzing the European experience of regulating digital platforms, some provisions are proposed that are possible for integration into the Russian legal system. The purpose of the study is to identify effective mechanisms for regulating digital platforms by the European Union and the possibility of integrating the experience in Russia. The methodology is based on comparative legal and institutional analysis, as well as a case study of the experience of the European Union, which implemented the Digital Markets Act and Digital Services Act regulations. The conclusion is made about the expediency of forming a hybrid regulatory model in Russia, combining antimonopoly instruments, self-regulation and digital compliance.

Annotation: In the context of globalization and technological change, the platform as a form of employment not only provides new employment opportunities but also poses a number of challenges to workers and the state, such as lack of stability, legal guarantees and social protection. The subject of research in this scientific article is the problems faced by employees and employers in the context of platform employment, as well as its impact on the labor market and legal regulation. The author analyzes the essence of platform employment, its advantages and disadvantages, as well as its impact on the labor market, which made it possible to identify key problems and develop directions for improving regulation of this area. The prospects for the development of platform employment in Russia are presented, which is important for the formation of effective government policy and protection of the interests of workers in the digital economy. As a result of the research, the understanding of platform employment as a new phenomenon in the labor market has been deepened, and an emphasis has been placed on the formation of a more effective and fair system of labor relations in Russia.

Annotation: This article examines the development of internal audit systems (IAS) in public companies. It focuses on the specific legal framework for organizing IAS in such companies, as they are public joint-stock companies. The article reveals the nature of the regulation and construction of the IAS using the example of specific materials and regulations of a large public company PJSC LUKOIL. The study provides a detailed description of the bodies created to conduct effective internal audit in such an organization, their functions, and their interrelationships. The internal audit system is linked to the nature of the business structure, which is used as an illustration for the company’s IAS model. Special attention is paid to the extensive range of IAS functions in public companies, including both a risk management system, assessment of the quality and reliability of the work of departments and the reports they generate, and monitoring the alignment of internal and external audit processes. The meth- odology for annual planning of the IAS unit’s activities is examined in considerable detail. As a conclusion, a number of findings are highlighted that allow similar participants in large businesses to use the experience of the internal audit service of the large public company under consideration.