Vol 14, No 4 (2023)

The study examined the effect of sales promotion on consumer patronage choices of homogenous product. Sales promotion has become an integral part of the promotion schemes of both manufacturers and retailers of durable and as well as non-durable consumer goods. The objective of the study was to determine the extent to which discount affects customer loyalty and also to Ascertain the rate at which free sample affects customer choice. This research adopted the use of survey research design. Primary method of data collection was employed for this study which includes interview and questionnaire tools to gather relevant data. It was conducted among the Samsung and LG products users in Ogun State, Nigeria. The customers were purposefully selected, in which 172 customers were selected for both products. The sample size was determined by simple computation method. The researcher adopted stratified sampling & purposive sampling to select the respondents of this study. Cronbach Alpha was employed to assess the reliability of the data. Multiple regression analysis was employed to test the two hypotheses. The responds gotten from the questionnaire was sorted, coded and the Statistical Packages for Social Sciences (SPSS) Version 17.0 was used for the analysis. The study found that customer loyalty = 10.617 + 0.396 discount. It shows that both tested variables are at a significance level of 0.01, which means that there exists a significance relationship between discount and customer loyalty. More so, the r value of 0.001 (in which P – value is lesser than 0.01) shows that there is a significant relationship between free sample and customer choice. The study recommends that organization must understand sales promotion as well as how to manage the difficulties relating to it because the study has proven that Sales promotion is very important in every running organization.

The article examines the innovative activity of enterprises in the regions of the Russian Federation on the basis of studying the dynamics of the share of innovative goods, works, services in the total volume of goods shipped, works performed, services for enterprises of various categories: for all enterprises in the region, industrial enterprises, as well as small enterprises. All regions of the Russian Federation participate in the analysis. The analysis period is 2009 – 2021 for small enterprises and 2010 – 2022 for industrial enterprises. A comparative analysis of the share of innovative products produced in different federal districts of the Russian Federation was carried out, and constant characteristic features of individual regions were identified. In terms of the share of innovative products of industrial enterprises, the Volga Federal District is constantly in the lead, within which the Republic of Mordovia and the Republic of Tatarstan have the highest values of the indicator for the period under study. In terms of the share of innovative products of small enterprises, various federal districts and various regions within the districts became leaders in different years. Small enterprises do not demonstrate constant stable values of the share of innovative goods and individual «spikes» are explained by one-time investment investments that increased the studied indicator in a particular year. For the purpose of comparative analysis, statistical characteristics were used: mathematical expectation, standard deviation and coefficient of variation. The study revealed the dominance of the share of innovative products produced by industrial enterprises compared to small enterprises, and also determined the general property of the ratio of the share of innovative products produced by industrial and small enterprises, inherent in most regions of the Russian Federation.

The state plays a key role in creating favorable conditions for the development of innovative technologies and projects. It not only allocates financial resources for scientific research, but also develops a strategy for the development of specific sectors of the economy, which makes it possible to increase the country's competitiveness on the world stage. Effective cooperation of the state, business and scientific organizations is necessary for the successful implementation of innovative projects. Thanks to a large amount of financial resources and qualified management, Russian companies have the potential to quickly adapt to new conditions and introduce new technologies. Despite the significant efforts of the state and its active participation in the process of innovative transformations, the level of innovative activity of Russian enterprises remains low. The purpose of the article is to analyze the effectiveness of the system of stimulating innovation and innovation activity in the Russian Federation, as well as to determine the advantages and disadvantages of this system over similar systems in other countries. The paper analyzes the measures of state support for small innovative businesses in Russia, as well as the experience of foreign countries in the development of the innovation environment. In addition, a comparative analysis of the regions of the Russian Federation regarding the level of innovative development was carried out. The research methodology includes various activities aimed at using statistical data and information sources to analyze the results and determine trends in the development of the innovation climate. Data on the development of innovative activity of enterprises in various countries of the world and the regulatory framework regulating this activity in Russia were used as empirical material. Scientific novelty is determined by the concepts developed and proposed to support the innovative activities of enterprises in the Samara region. The proposed strategy can be applied to improve the system of innovative entrepreneurship in the Samara region, and will also improve the methods of state support for innovation in the Russian Federation.

This article highlights the relevance of the research, due to the presence of ambiguous points of view regarding the theoretical and methodological aspects of this field. The analysis of the latest scientific publications devoted to the study of the category of innovative potential of the region is carried out. The main functions inherent in the innovation potential are highlighted. It is stated that the maximum use of innovative potential resources, its increase and the degree of its susceptibility depend on the conditions in which the socio-economic system functions. It is emphasized that the innovative potential can be characterized by the following characteristics: sources of formation; area of formation; level of information; scale of dissemination; efficiency of use. The factors influencing the development of innovative potential are systematized. The classification of economic agents that are carriers of the innovative potential of the region is carried out and their characteristics are presented. The substantiation of the component structure of the innovative potential of the region, including scientific and production, personnel, information, organizational and managerial, financial, economic, technological components, is given, and the instrumental base of this structure is disclosed.

The article examines the influence of sanctions pressure from the collective West on the economic system of Russia and especially on the Samara region. The authors offer different points of view on this problem: some argue that sanctions have caused irreparable damage to the economy, while others believe that they can become a unique chance for the development of the domestic economic system. The article examines the change in the trajectory of the development of innovative activities of Russian enterprises in the context of sanctions. The author draws attention to the sharp deterioration of relations between Russia, the European Union and the United States, which led to the introduction of additional sanctions aimed at restricting access to important technologies and materials for the development of the Russian economy. The article analyzes the consequences of the economic blockade and restrictions imposed on Russian enterprises and examines the prospects for the development of innovations in these conditions. The main idea of the article is that the sanctions pressure significantly complicates the innovative activities of Russian enterprises. The author analyzes various aspects of this problem, including limited access to new technologies and materials, instability of foreign trade, lack of international cooperation and difficulties in obtaining financing. The author uses various arguments to back up his conclusions. He refers to research data on the impact of sanctions on the Russian economy and innovation, gives examples of Russian companies, in particular, industrial enterprises of the Samara region, which faced restrictions in the development of their innovations. The main topic of the article is the impact of sanctions pressure on the innovative activities of Russian enterprises. Analyzing this problem, the author emphasizes the need to find new ways and strategies for the development of innovations in the face of sanctions, including the search for alternative sources of technology, strengthening domestic innovation potential and active international cooperation. The article focuses on the prospects of innovative activity of industrial enterprises in the face of unprecedented sanctions pressure. To analyze the impact of sanctions measures on the innovative activities of industrial enterprises of the Samara region, economic data for the Samara region for the period from 2010 to 2023 are presented. The imposition of sanctions by the countries of the collective West against the Russian Federation has led to a violation of the established system of economic relations and, as a result, to the formation of a new one. To accomplish such a large-scale task, it is necessary to carry out systematic reform of various institutions in order to increase the innovative activity of domestic enterprises.

Industry, represented by enterprises of various types, plays an important role in the development of the national socio-economic sphere. The main way to improve production processes at industrial enterprises and increase their competitiveness in domestic and foreign markets, increase the influence of enterprises in the conditions dictated by the country's leadership of the course of innovative renewal of the Russian economy is innovation activity. However, the pace of innovative development of the country today is characterized by low intensity, which is due to the inconsistency of the processes of state support for innovative development of the country and the processes of innovation management at industrial enterprises. The article considers the basic conditions for creating a successful innovation management system at an industrial enterprise, reveals the concept of an innovation process at an enterprise and provides conditions for the formation of an effective innovation management system. The main features of production, trade, economic and investment processes at an industrial enterprise are identified, indicating the creation of a structured, actively functioning innovation management system that allows the introduction of new developments and products into the core business of the enterprise. The current practice of managing innovation activities of industrial enterprises is analyzed on the example of the Samara region (Volga Federal District), the main problems and prospects of innovative development of the region in recent years are considered. The article provides examples of successful organization of modern and effective forms of innovation management based on the results of innovation implementation, creation of an internal motivational system and methods of technological improvements of an industrial enterprise of the Samara region of the Public Joint-Stock Company «Togliattiazot». The content of the article uses statistical data on various economic parameters of the development of innovative and industrial potential of the Samara region, identifies the key conditions for the progressive development of industry in the Samara region in the context of creation of a regional innovation cluster.

The article substantiates that import substitution needs to be studied as a complex economic process. The main scientific methodologies and methodological approaches in the study of the mechanism of import substitution are considered. It is clarified that the most significant stage not only in the formation, but also in the implementation of import substitution policy is strategic planning, which determines the effectiveness of managing all types of available resources in order to achieve the set goals of the strategy. Based on the analysis of management decisions on import substitution, the main obstacles to enhancing economic growth were identified. The need to strengthen the role of state in making management decisions in the formation of import substitution policy is outlined. The author proposes a set of measures to ensure the formation of a favorable economic environment for the implementation of innovation policy in the field of import substitution. It is substantiated that the policy of import substitution is a strategy of national economy, the core of its prosperity and competitiveness in foreign markets. The role of state policy of import substitution as the main guarantor of regulation in this area is revealed. It was found that the implementation of import substitution policy must take into account the socio-economic consequences, since an uncontrolled reduction in imports can lead to a shortage of goods on the market, rising prices and deterioration in the availability of some goods for consumers. Based on this, the state must ensure a balance between supporting domestic production and meeting the needs of the population.

Innovative development of the economy is one of the main and priority ways to ensure its security and stability. Events taking place in the world, such as sanctions restrictions, geopolitical instability, the destruction of long-standing external economic relations, significantly affect most areas of the economic system. Based on the prevailing conditions, the solution of the issue of further ensuring stability and growth, smoothing out negative phenomena and consequences in the national economy should and is provided by the processes of development, creation and implementation of domestic innovative enterprises. Initiatives related to the modernization of production facilities operating under import substitution programs are actively lobbied and promoted as the main point of economic growth, with an emphasis not only on large private-state enterprises, but also medium and small businesses as an important source of startup projects. Not so long ago, there were many failures and imperfections of the system in the field of innovative technologies and developments, which contributed to a decrease in the contribution of innovative entrepreneurship to the country's economy. The trends of the modern Russian economy show a significant increase in the relevance of domestic technologies and developments in all spheres of management, from household goods to the high-tech industry, which is primarily due to sanctioned import substitution and nationalization, and the development of foreign industries. According to the Ministry of Finance, the share of domestic manufacturers in the Russian IT market doubled in 2023, showing a mark close to 50 %. Patent activity of Russian companies increased by 7 % in 2023 compared to the past. This indicates that Russian enterprises are actively mobilizing resources, starting to explore the niches left after the departure of Western enterprises, and connecting to modern state programs to support entrepreneurship. Despite the positive dynamics, in some areas of business there are still significant problems associated with the transition of production to domestic technological analogues. The situation is associated with a low level of preparedness of enterprises for abrupt changes and the unwillingness of the market to completely abandon imported components and technologies. This is also due to the fact that the Russian industry has recently begun to move away from the sanctions crisis shock and has not fully debugged production, technological, raw materials and other critically important chains. It is important to note that the departure of foreign companies most significantly affected the software sector, the search for analogues of which will take some more time. As mentioned earlier, it is also necessary to develop small business entities today, special attention should be paid to the field of MIP (small innovative entrepreneurship), since now enterprises related to it show high results in the field of innovation based on technological support projects for such forms of management. Knowledge-based social relations and the promotion of science as a new basis for doing business set new trends in entrepreneurship and the economy in general. Based on this, small business becomes an effective tool for mastering competitive advantages and becoming on the path of innovative development, provided that existing problems are overcome and active state participation in the innovative development of entrepreneurship.

The rapidly developing information technology industry, in the conditions of withdrawal from the Russian market of well-known IT brands such as Intel, IBM, Avast and others, faced the problem of a shortage of qualified specialists, investments, equipment and software. In conditions of limited resources, IT companies must offer domestic organizations new software that can fully replace foreign analogues. As part of import substitution, ensuring technological independence and security of Russia's critical information infrastructure (CII), regulatory legal acts were signed, according to which organizations, including state and departmental ones, are obliged to switch to using Russian software (software), including at CII facilities. To solve this problem, it is necessary to provide the IT industry with qualified specialists, the need for whom is growing not only quantitatively, but also professionally. The personnel shortage in the IT sector undermines the economic security of companies and can bring to naught all the efforts of the leadership to resist foreign information technologies. This circumstance determined the topic of the study – to assess the personnel component of the economic security of IT companies in Russia in order to identify problems and ways of developing the IT industry. The components of the personnel component of economic security (hereinafter referred to as personnel security) are defined: intellectual (number of trained); personnel efficiency; dynamics and movement of personnel; physical safety; staff motivation. The most vulnerable components were: labor efficiency; physical safety. The analysis of these components made it possible to identify areas for ensuring personnel security, including: increasing the responsibility of employees for disclosing information; informing employees about cyber defense measures; training (including trainings) of employees to improve their skills; early education and training of young people for the implementation of creative and innovative initiatives in the IT field.

The article offers the author's view on the formation of an economic and mathematical model that takes into account the influence of the innovative potential of an enterprise on the dynamics of growth in the volume of output, taking into account a number of production factors characteristic of a manufacturing enterprise. The proposed economic and mathematical model allows us to take into account the mutual influence of both the product potential of an industrial enterprise and its process and innovation potential. In its structure, the economic and mathematical model proposed by the authors is presented in the form of a system of differential equations that takes into account the volume of resources of various types available to an industrial enterprise, as well as the functions of its innovative potential and indicator functions that characterize the process of managing the processes of using the innovative potential available to an industrial enterprise. The work displays several options for assessing the process of forming the innovative potential of an industrial enterprise, taking into account different combinations of possible product and process technological innovations. The economic and mathematical model proposed by the authors for taking into account the influence of the innovative potential of an enterprise on the dynamics of growth in the volume of manufactured products provides for an alternative approach to the formation of the innovative potential of an industrial enterprise: either the innovative potential of an industrial enterprise is formed through the introduction of product technological innovations, implying the introduction of new goods to the consumer market with an additional set of product characteristics, or innovative potential is formed on the basis of the use of innovations in the field of organizational sphere: production organization and labor organization. The authors proposed variants of scenarios for the development of events in which the innovative potential can be used both immediately and with some delay in time.

The published article presents variants of mathematical models of a manufacturing enterprise, in the structure of whose labor resources elements of artificial intelligence and robotics are introduced. They can be used to forecast and optimize production, taking into account the introduction of modern technologies and transformation of work processes. Models of dynamic development of an enterprise are presented in the form of systems of differential equations regarding production factors that take into account the lag effect of domestic investment. This model uses a dynamic two-factor production function of the enterprise, which is the basis for analysis. The structure of this function includes a logistics function of digitalization, reflecting the level of digital transformation of the enterprise, a production function corresponding to production processes before the introduction of digital technologies, a production function corresponding to production processes after full digitalization. The limiting values of production factors are calculated, corresponding to the equilibrium states of the enterprise and being stationary solutions to the systems of equations of the model. It is shown that models of production by an enterprise corresponding to the absence of digital transformation and complete digitalization of production represent the lower and upper boundaries of all possible options for replacing human labor resources.

In conditions of macroeconomic instability characterized by increasing inflation and slowing growth or a decrease in gross domestic product (GDP), one of the main directions of government countercyclical regulation, along with monetary policy, is fiscal policy. However, if the existence of a bidirectional relationship between an increase in government spending and an inflation growth seems empirically justified in the context of the implementation of difficult-to-predict risk events, then determining the existence and nature of this relationship over a long period of time, including at various segments of the economic cycle, is a debatable issue of economic science and practice. In order to increase the efficiency of budget planning and minimize the possible inflationary consequences of a government spending growth, it becomes urgent to solve the problem of identifying, analyzing and modeling the dependence of inflation indicators on government spending in Russia. In the course of the study, theoretical concepts that reveal the nature and degree of this dependence are considered. The possibility of a multidirectional impact of changes in government spending on inflation, depending on the effect on aggregate demand and aggregate supply, the type of expenditure, the simultaneous impact of monetary policy measures, the characteristics of the national economy and macroeconomic factors, the methodology of the study, is revealed. The economic and mathematical model developed as a result of the study allows us to draw empirical conclusions about the presence of a weak and predominantly direct nonlinear dependence of inflation indicators on the dynamics of cash execution of public expenditures (with a lag of up to 10 months), which does not contradict the assumption of the dominant role of the channel of influence of changes in the volume of public expenditures on aggregate demand in the market of goods and services in the conditions of the Russian economy with a high share of payments to individuals in the structure of government spending.

An analytical and digital model of the effect formation has been developed, taking into account the reliability level of launch vehicles, which allows us to study the impact of changes in the level of qualification of employees on the value of reliability, price, unit cost, salary, differs from existing ones in that in the presented model the controlled parameter is a change in the qualification of personnel. The problem of choosing enterprise strategies based on the reliability of launch vehicles and the level of qualification of personnel using the profit maximization criterion to evaluate the company's activities is considered. In the presented model, the controlled parameter is the change in the qualification level of personnel from the condition of maximizing the profit received by the enterprise. The paper defines the functional dependences of the reliability of launch vehicles and the amount of wages, prices and unit costs on the level of qualification of personnel. The paper defines the functional dependences of the reliability of launch vehicles and the amount of wages, prices and unit costs on the level of qualification of personnel. With a known optimal level of personnel qualification, the optimal value of the reliability level of launch vehicles has been determined. The effectiveness of investments in improving the qualification level of personnel for the control and management of the quality of manufacturing launch vehicles and changes in the cost of manufacturing a launch vehicle has been determined. To assess the effectiveness of investments in improving the qualification level of personnel for the control and management of the quality of manufacturing launch vehicles, the amount of change in employee salaries has been determined. To assess the effectiveness of investments in improving the qualification level of personnel for the control and management of the quality of manufacturing launch vehicles, the value of the cumulative change in profit before taxation was determined, taking into account the increase in profit by reducing the cost of the launch vehicle, increasing the price of launch vehicles and reducing profits by increasing salaries to employees and the amount of investments in improving the level of qualification personnel for the control and management of the quality of production of launch vehicles