The article deals with the approaches to the definition of the concept of «economic potential», the author's concept is proposed and approaches to determining the structural constituents of the enterprise economic security are analyzed. A methodical approach to assessing the enterprise economic security based on available public reporting data is proposed. It is universal and allows obtaining a quantitative and qualitative assessment. It is proposed to determine the level of the enterprise economic security of on a hierarchically constructed system of indicators, including integral, complex and partial indicators. The diagnostic tools for assessing the enterprise economic security involves the use of the principal constituent method, which makes it possible to determine the level and disproportions of the development of an enterprise. The dynamics of the integral indicator of the level of the enterprise economic security in recent years has been analyzed and the factors that contributed to the change in its values have been identified.
Aim. The presented study aims to analyze transformations that last-mile delivery has undergone during the years of the COVID-19 coronavirus pandemic in the Russian Federation, considering that, on the one hand, the final stage of delivery is considered the most problematic part of the delivery process, and on the other — the last mile is often a factor determining the customer’s choice and satisfaction when interacting with the company.Tasks. The authors identify problems that companies face due to changes in customer behavior and experience; search for possible solutions to these problems; analyze how satisfaction with the quality of last-mile delivery affects the customer’s decision to order goods from a particular supplier.Methods. This study uses the method of descriptive literature review, as well as methods of analysis, synthesis, comparison, and generalization.Results. Today, customer experience is as important an element of brand perception as product offering. Customers constantly seek more personalized, convenient, and secure ways to receive delivery services. Research shows that many buyers consider efficient and fast delivery a priority when making a purchase, not the price of goods. The increasing customer demand for quality of service and the boom in e-commerce have led to the development of new last-mile delivery methods that optimize the quality of customer service and contribute to building a strong relationship between the customer and the brand.Conclusions. Improving the quality of customer service through last-mile logistics can be a powerful tool in the competition, as delivery often turns out to be a key factor influencing the consumer’s purchase decision. The result of this study is the formation of an idea about the possible future development and prospects of last-mile delivery.
As innovative technologies spread, the role of means of interaction with customers in the digital environment is growing. Virtual reality technologies are becoming one of the most promising tools for significantly expanding customer interaction in the context of digital transformation. The purpose of this article is to analyze the brand strategies of the leading companies and show the possibilities of using virtual reality technology and the concept of the metaverse for brand formation and promotion. We also aim to assess the prospects and formulate recommendations on the use of the digital environment in brand management strategies. To achieve the set goal, several tasks were completed. The authors analyzed the experience of using the digital environment for interacting with customers and studied the influence of VR, AR, MR, and XR technologies on brand management. Additionally, the possibilities of using the metaverse concept for brand management was defined. In this work, general scientific theoretical and empirical research methods were applied. The study furthers the theoretical foundations of brand management in the digital environment via innovative branding technologies that support an increase in the competitive performance of companies.
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