DOI: 10.33917/mic-4.123.2025.19-25

The article presents a detailed assessment of financial risks using stress testing and scenario analysis for oligopolistic structures.

References: 

1. Zhukovskaya I.V. Specifics of risk management of investment projects in industry. Economy and Management. 2010;2:53-56.

2. Zhukovskaya I.V. Minimization of financial risks and losses at the enterprise: from theory to practice. Microeconomics. 2024;4:65-71.

3. Financial management: textbook and workshop for universities / I.G. Gabidullina. Moscow: Publishing house Yurait, 2022. 482 p.

4. Data from the electronic database system «Kontur-Fokus» and «SBIS».

DOI: 10.33917/mic-4.123.2025.26-33

Personnel management in modern Russia is characterized by the fact that a new national project «Personnel» has been formed, the education system is being restructured, which is designed to provide the country’s economy with the necessary qualified labor resources. However, general conceptual approaches should be provided with an effective implementation mechanism, clear criteria for the success or failure of the implementation of personnel policy. In this regard, there is a need to form a mechanism for assessing the effectiveness of personnel management.

The relevance of this work is due to the fact that in Russia the issue of increasing labor productivity is particularly acute, since it significantly lags behind the indicators of competing countries. This study is aimed at analyzing foreign and domestic experience in human resource management, identifying the main development trends and comparing them.

References: 

1. Labor productivity: methods of analysis and forecasting / I.I. Borshchevsky, V.A. Trukhov. Ed. by A.A. Rakov. Academy of Sciences of the BSSR, Institute of Economics. Minsk: Science and Technology, 1988. 140 p.

2. GDP per person employed (constant 2021 PPP $). The World Bank. URL: https://data.worldbank.org/indicator/

3. World Digital Competitiveness Ranking. IMD World Competitiveness Center. URL: https://www.imd.org/centers/wcc/world-competitiveness-center/rankings/world-digital-competitiveness-ranking/

4. List of Countries by Human Development Index // World Population Review. URL: https://worldpopulationreview.com/country-rankings/

5. Kokuytseva T.V. Methodological approaches to human resource management of the company in the context of digital transformation and building effective business processes. Bulletin of Volgograd State University. Economics. 2024; 26(1):82–93.

6. Top Business Practices to Increase Talent Availability Within Companies Worldwide in 2023. Statista. URL: https://www.statista.com/statistics/1387849/

7. How L&D Tracks Business Impact Worldwide. Statista. URL: http://www.statista.com/statistics/1472187/

8. Transformation of human capital and competencies into the intellectual property of the organization / S.V. Nazyuta, A.A. Chursin. Moscow: Innovative engineering, 2021. 261 p.

9. Kruglov D.V. Digitalization of HR Management: a textbook for universities / D.V. Kruglov, O.S. Reznikova, I.V. Tsygankova. Moscow: Yurait Publishing House, 2025. 102 p. (Higher education). Text: electronic. Educational platform Yurait [website]. URL: https://urait.ru/bcode/568568

10. HR Tech. Statista. URL: https://www.statista.com/study/85007/hr-tech/

11. Fanin R.V. Modern trends in HR management. Economy and business: theory and practice. 2024;8(114). URL: https://cyberleninka.ru/article/n/sovremennye-tendentsii-upravleniya-personalom

DOI: 10.33917/mic-4.123.2025.34-46

This article examines the organizational and economic aspects of the application of the concept of engagement–influence and cognitive marketing in the strategic development of a wholesale network enterprise in modern socio-economic conditions. It is shown that competent construction of information about the product and positioning of the goods for the consumer increases satisfaction from the use of the product and makes the client return to this product. The cognitive concept of marketing is analyzed, which involves teaching the client the correct information about the product and the mechanics of its use, integrating this product into the daily routine and developing a culture of consumption of this product for a wide audience.

 The work of a network wholesale enterprise on the use of various strategies and tools of involvement–influence and cognitive marketing to promote its brand in the market and effective strategic business development is studied.

References: 

1. Gabria A.A. The influence of consumer loyalty on the competitiveness of the company. Moscow Astronomical Journal. 2023;8(12). ED.: QYFFAX DOI: 10.55186/2413046X_2023_8_12_630

2. Danchenok L.A., Apatova A.V. Proposals for proactive consumer participation in the process of joint business creation in the B2B market. In the book: Marketing in the new Reality. The monograph. Moscow, 2024. pp. 72-80. EDN: MWDKVS

3. Zbrishchak S.G. Conceptual management: cognitive processes, cognitive structures, cognitive style. Soft measurements and calculations. 2023;68(7-2):31-39.

4. Kokodey T.A. Marketing influence on consumer behavior. In: The Formation and development of entrepreneurship in Russia: history, modernity and prospects. Kursk, 2020. pp. 87-94. EDN: KWZWGY

5. Kuznetsova V.A. Application of cognitive technologies and services in marketing. In the collection: Digitalization of society: status, problems, prospects. Moscow, 2023. pp. 163-170. EDITOR: GILFO

6. Melnik T.E., Kornilova A.V. Cognitive marketing in demand management. In collection: Information and telecommunication systems and technologies. Kemerovo, 2020. pp. 52-54. EDN: TWGTCU

7. Popova E.E., Ovchinnikova S.V. Marketing and the theory of cognitive dissonance. Bulletin of the National Institute of Business. 2023;4 (52):82-92. EDN: SWYFRH

8. Saliy T.I. Cognitive marketing as a tool for the formation of consumer technologies for regions and territories with a special status. Scientific Bulletin of Lugansk State Agrarian University. 2021;4 (13):219-224. EDN: RGFDXE

9. Svetlogorov M.V. Marketing influence and marketing participation in the social network Instagram. In the collection: Belarus in the modern world. Under the general editorship of V.V. Kiriyenko. Gomel, 2022. pp. 169-171. NAME: QHHYIJ

10. Surkova N.V. Basic prerequisites for the formation of the concept of cognitive marketing. In collection: TLCA Reports, 2020. pp. 134-138. EDN: EMAIL

11. Tribunskaya E.V. Cognitive marketing as a way of managing customer experience. In collection: Management of organizational and economic systems. Samara, 2024. pp. 84-87. AUTHOR: CHMIIN