The aim of the paper focuses on generating insights into the competitiveness of public transport in Moscow City in relation to the use of personal cars, considering individual basic consumer values and environmental factors, including the impact of the COVID-19 pandemic. The research question in this study is: how can we assess the main indicators of public transport’s competitiveness, which can motivate personal car owners with specific basic values to change the transportation mode for personal mobility? This conceptual research model combines the content analysis of publications and large-scale online survey of Moscow City’s car owners—potential consumers of public transport services—on a representative quota sample of 1263 respondents. The methodology includes the axiological approach for the identification of the main factors of consumer behavior of personal car owners in the city with combinations of the modified Schwartz’s methodology of the basic individual values evaluations. Secondary data manifested the changes in the behavior of car owners due to the fact that they value metropolitan environmental degradation and changed their transportation preferences to public transport even during the COVID-19 pandemic. Based on the factor and cluster analysis of the value profile of the individuals, seven clusters of car owners were identified, and two large clusters were selected as target segments for public transport services. The conclusion was made that it is necessary to differentiate social and marketing programs to promote the competitiveness of public transport in the minds of consumers.
The paper describes the latest trends in the development of the tourist industry in the Russian Federation, estimates the degree of the tourist attractiveness of Russian regions and the role of tourist and recreational potential in the economic development of territories. The novelty of the authors' approach is based on the justified necessity of using new management methods for regional development, reflecting the innovative role of a region as an independent commodity with a set of tools for effective management of the region's marketing potential. The authors of the article propose a new conceptual apparatus along with a methodology for assessing the regional potential; recommendations on its development to increase its tourist appeal through the application of the marketing tools given; the authors also propose a set of indicators reflecting the effectiveness of the regional capacity management. The paper presents empirical studies on assessment of the regional potential for a strategically important Russian region – the North Caucasus Federal District - from the standpoint of marketing potential as the basis for ensuring competitiveness and functional efficiency in the modern conditions. The implementation of customized organizational, economic and other forms and tools of the region's marketing management and marketing attractiveness will provide the basis of the subsequent management of the marketing strategy in the region, along with the prospects for its effective development.
This article focuses on the socio-technological aspects of the digital transformation of education as the most critical and relevant subject in the context of a pandemic COVID-19. The purpose of this study is to identify the problems of digital transformation of educational services and the factors that determine its prospects based on an analysis of the technological and social aspects of digital education during the emergency transition of the higher education system to distance and online education in the context of the COVID-19 pandemic. The methodological basis of the study was the theory of marketing, information technology, educational sciences, sociology, as well as desk and field marketing research of the behavior of international and Russian digital consumers of educational services. The main findings of the study were: presentation of the author's definition of the category "digital consumer" and updating the definition of "consumer behavior" in the context of digital consumption; systematization of digital resources for online learning, based on the involvement of universities in the academic and research multi-gigabit Internet network; setting the global social and technological problems based on the "digital divide" (digital gap), insufficient security and protection of personal data of students and teachers, and the social well-being of digital consumers; the features of the behavior of the digital consumer of educational services were revealed; the socio-technological factors influencing the prospects for the digital transformation of educational services have been identified.
The purpose of this study is to analyze the best marketing practices for the formation of competitive advantages based on key competencies. The use of such research methods as analysis, synthesis, deconstruction, traditional and content analysis of secondary information, allowed the authors to select from a large array of data on international and Russian-based practices for increasing competitiveness, mainly marketing and management technologies. These technologies allow the authors developing key competencies to create competitive advantages. The scientific novelty of the research is the systematization of current advanced international and Russian-based practices for managing competitiveness for the period 2015-2020. The basis is the authors' methodological approach to highlighting areas for creating competitive advantages by businesses developed on key competencies. The results of the study were expressed in the: first, the authors identified three main areas of creating competitive advantages based on key competencies: allowing to create value for consumers, differentiate from competitors, and have versatility; secondly, the content of competencies corresponding to the characteristics of key competencies has been determined; thirdly, advanced marketing and management technologies for creating competitive advantages with a focus on digitalization, collaboration and creativity have been systematized.
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