Accelerated introduction of digital technology has recently become one of the key areas in development of Russian economy. The paper presents the approach to innovation intensity assessment by sector and economic activity. The method makes it possible to identify the growth intensity for an output of innovative products. This serves as an indicator of introduction of new technologies and a transition to a more high-tech conversion. The narration assumes that innovations in various sectors are unstable and uneven. There is an observation that there was the highest efficiency increase over the period under review in production and distribution of electrical power, gas, and water, and in other low-tech sectors (primarily, food production). There is a highly intensive character of innovations observed in high-tech and medium-tech sectors. There is another observation that the reasons for the unstable and multidirectional dynamics are as follows: high dependence of efficiency and intensity of innovations on external economic shocks, significant impact made by measures of state support on intensity of innovations, concentration of innovating at large-scale Russian and transnational companies. The results obtained led to the conclusion on a need in more stimuli for national demand from the part of Russian businesses for innovations, including digital technology.
The sanction standoff between Russia and the West opened up new opportunities for Russian food manufacturers. A new import substitution policy declared by the government restricted the access of the leading foreign countries to the market and unlocked a potential for internal development. Russian producers spotted new niches in the food market. There exist numerous obstacles to assimilating new market prospects: organizational (logistics, infrastructure, etc.), investment, legal, economic, etc. The paper underlines that the problem of enhancing the effectiveness of food companies' marketing policy in the context of import substitution is among the most formidable challenges. The article generalizes the problems of implementing the marketing policy of Russian enterprises. It reviews the core findings of the research studies on exploring consumers' attitude towards Russian and foreign-made food products. The author formulates recommendations about executing sustainable marketing communication strategies of Russian companies under import substitution.
This article contains research about the phenomenon of digital inequality among different social groups in Russia. The short literature review, conducted in it, concerns the factors, which have an impact on the rise and spread of digital inequality. The types of digital inequality have been analyzed, and each of them has the relative digital divide indicators calculated. It has been revealed, that the digital divide in terms of the Internet and information and communications technology access between the rural and urban population has been decreased, however the divide in terms of digital skills has been increased. There is almost no digital divide in ICT among the middle-aged groups, and it is constantly decreasing. Although the digital divide among the older-aged groups is also growing down, it is still high, and the divide in digital skills remains unchanged. It is noted, that the country's territory in length objectively increases the IT infrastructure costs, hampers providing for the high-quality internet-connection for the rural people and is the reason for digital divide in terms of Internet-access.
The paper analyzes Russia's participation in global value-added chains in the context of global trends in their development and the challenges facing the Russian economy in modernizing its industry. The analysis is based on the OECD's TiVA indicators. The results indicate that the extent of Russia's involvement in GVACs is very significant, but the nature of this participation is purely raw. The specificity of the participation of the Russian Federation in the international fragmentation of production within GVACs is that most of the links in value chains are bottom-up. Russia is extremely limited in using imported flows to create export products with high added value. The study confirms that in the international division of labor, Russia retains a historically established specialization, with predominance in the export of mineral and agricultural raw materials, which determines the current profile of Russia's participation in global valueadded chains.
Purpose: The aim of this article is to examine changes in consumer behavior and marketing decision making for brands during the initial stages of the Covid-19 pandemic in Russia. Another goal was on identifying the response strategy of brands in the Russian market and analyzing the set of communication decisions taken by the state before the introduction of the restrictions and the closure of several infrastructure facilities. Design/Methodology/Approach: The research design includes various methods, content analysis of secondary sources, online survey, conducting in-depth interviews, case study, observation. Findings: Companies that actively demonstrate and implement the fundamental principles of CSR are able to integrate more smoothly into the emerging market type. An essential task for the state during the period of active virus spread is to provide reliable information to citizens using specialized services, mobile applications and hotlines that provide access to new and verified by regulatory authorities information. Practical implications: The results can be used by brands in the aspect of forming a marketing strategy in the short and long term, as well as by government bodies to create a set of measures for communication interaction with citizens in an emergency. Originality/Value: Covid-19 and the establishment of quarantine steps on the daily lifestyle of people and their consumer behaviour in the context of several product categories were considered. The behaviour of companies and brands adapting to new strategies of communication with consumers has been analyzed. Research hypotheses have been formulated, questionnaires and interviews were conducted with representatives of different age categories. Based on their responses, a statistical summary was provided, and conclusions were drawn.
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