The article analyzes the prospects for integrating traditional and digital methods of promotion in the fashion brand industry on marketplaces. The relevance of the topic is due to the expansion of the digital environment and the growing demand for clothing through online platforms. The novelty of the study is that it details the process of combining offline and online tools that lead to increased brand awareness and customer loyalty. The work describes multichannel strategies that involve advertising, interaction in social networks and technological innovations. Approaches to the formation of product cards, the use of reviews and the introduction of interactive services are studied. Particular attention is paid to the ecology and virtual format of digital fashion. The objective of the study is to provide a scientific basis and practical recommendations for companies seeking to strengthen their positions on marketplaces. The methods include comparative analysis, a review of literary sources and an assessment of the collected statistical data. The conclusion reflects the findings on the value of continuous improvement of promotion strategies. The article is useful for fashion industry researchers, marketers and brand managers.

The paper explores modern approaches to securing banking transactions through artificial intelligence (AI) technologies. Machine learning methods for preventing fraudulent activities against users are analyzed, along with the advantages and disadvantages of implementing AI in the banking sector.

This article explores the instruments used to assess entrepreneurial risks in the domain of distance learning. The rapid proliferation of such educational formats significantly transforms and enriches business models, simultaneously creating new opportunities and a wide array of risks, including those directly linked to entrepreneurial activity. Given the intense competition, institutional uncertainty, and volatility of demand, there is a growing need for precise, context– sensitive assessments of threats associated with the launch and development of online educational products. The aim of this research is to systematize the tools used to evaluate entrepreneurial risk factors in the specified domain, with a focus on manageability, predictive accuracy, and adaptability to the digital learning environment. The reviewed literature reveals methodological fragmentation: while some authors rely on managerial and investment–based approaches, others focus on pedagogical and sociocultural contexts, and comprehensive integrative models are largely lacking. Particular attention is paid to a case analysis of the Real English company as an empirical illustration of the effectiveness of risk– oriented management in a digital context. The author’s contribution lies in the development of an interdisciplinary assessment framework that enables the adaptation of risk management instruments to the conditions of a highly dynamic online education environment. This study is intended for EdTech entrepreneurs, educational product developers, analysts, and scholars engaged in the study of digital educational transformation.

The urgency of developing new methods for assessing the debt sustainability of the subjects of the Russian Federation is due to the need to form a comprehensive understanding of their financial stability in order to make effective management decisions at the regional and federal levels. The current methodology provides an assessment of the solvency of regions and the level of their debt burden, but does not take into account the dynamics of changes in public debt relative to the growth rate of gross regional product (GRP). In accordance with the principles of sustainable borrowing formulated by the International Monetary Fund, the volume of debt obligations should correlate with investment activity, and not only with current budget expenditures. In this regard, improving the methodology for assessing the debt sustainability of regions remains a significant scientific and practical task aimed at ensuring balanced development of territories.

The relevance of the research is determined by the need to improve the mechanisms of management and financing of higher education in Russia in the context of the introduction of new educational standards and the intensification of market relations in this area. The purpose of the work is to substantiate the directions of modernization of financial support for higher education, aimed at increasing its competitiveness and meeting the needs of the economy. The scientific significance lies in the systematization of factors affecting the effectiveness of the use of budgetary and extra–budgetary funds by universities. The practical value lies in the possibility of choosing different approaches to financing that take into account the specifics of educational institutions. The main results of the work show that, despite the high rates of population enrollment in tertiary education in Russia, government spending on higher education remains at an average level compared with the OECD countries. The paper identifies the problems associated with the predominance of regulatory per capita financing, and suggests ways to increase the efficiency of using financial resources. The scientific novelty lies in the justification of the need to differentiate government subsidies and programs, taking into account the priorities and quality of educational programs. A model of «flexible financing» is proposed that integrates public and private resources, an «educational contract» mechanism, and regional coefficients for a balanced allocation of funds.

This article examines trends in the optimization of managerial processes in manufacturing organizations. These enterprises face the need for continuous management improvement in the context of digitalization and global competition. The relevance of the topic is determined by the fact that traditional methods often lose their effectiveness, necessitating the implementation of new technologies, adaptive approaches, and the integration of various optimization systems. Despite a significant number of studies dedicated to this issue, the scientific community still debates the priority directions of optimization: some authors emphasize digital solutions and automation, others focus on flexible management schemes, while a third group highlights lean manufacturing and economic security. The objective of this study is to analyze modern trends in this field, with a particular emphasis on the production of sports equipment, and to identify the most effective approaches. The research findings indicate that digitalization, business process modeling, agile management methods, and lean manufacturing tools play a key role in improving the operational efficiency of companies. However, a comprehensive approach that integrates these methods remains insufficiently covered in the literature. The author’s contribution lies in the systematization of existing approaches and their adaptation to the realities of the sports industry, with a focus on practical aspects and recommendations for implementation. The presented materials will be useful both to the academic community engaged in research in the fields of management and production logistics and to practitioners, including industrial enterprise managers, business analysts, and organizational development specialists.

The article presents a comprehensive analysis of the applicability of Douglas McGregor’s managerial assumptions — Theories X and Y — in the context of contemporary project–based activity and flexible organizational structures. The research is grounded in an interdisciplinary approach, incorporating behavioral economics, management theory, and organizational psychology. Particular attention is given to visual and content analysis of both domestic and international sources that explore the specifics of authoritarian and trust–based management styles, including case studies from Agile, Scrum, and Management 3.0 practices. Key differences between the theories are identified across eight criteria: from types of motivation and control mechanisms to the level of delegation and the expected organizational outcomes. The comparative analysis demonstrates that Theory X remains relevant in environments characterized by high regulation and technological predictability, whereas Theory Y proves effective in creative, distributed, and research–oriented teams with a high level of maturity. The study also considers hybrid management models that combine elements of both theories, enabling the adaptation of leadership style to evolving conditions and workforce characteristics. The article proposes an original classification of employee types based on motivational traits, with a corresponding optimal managerial approach (X, Y, or hybrid). Special emphasis is placed on the role of trust, autonomy, and maturity in shaping a productive organizational culture. This article will be of interest to management researchers, HR professionals, project team leaders, and anyone engaged in the development of flexible leadership styles and organizational behavior under conditions of uncertainty.

The article is devoted to the study of the effectiveness of using social networks for the development of niche online stores. The relevance of the topic is due to the rapid growth of social commerce in 2023–2025 and the limited advertising resources of small brands. The novelty of the study is expressed in a comprehensive assessment of the impact of interactive content, influence marketing and targeted advertising on customer engagement and conversion, and the strengths of specialization in narrow communities have been highlighted. The work summarizes global statistics on consumer behavior. Particular attention is paid to the behavioral characteristics of Generation Z that generate demand through social media. The goal is to identify the factors that increase the impact of SMM for niche e–commerce projects; the objectives include engagement analysis, comparative analysis of successful cases and the development of practical recommendations. The methods of content analysis of reports, comparative and systematic approach, statistical interpretation of data are used. The research materials contain reports from DataReportal, eMarketer, Statista, publications on the influence economy, article reviews of niche communities and micro–brand fashion, which expands the evidence base for conclusions. The article will be useful for entrepreneurs who want to promote their niche e–commerce projects using social networks and advertising and marketing specialists.

The article examines effective strategies for attracting early customers in technology startups at an early stage of development. The fundamental concepts of diffusion of innovation, lean startup and product–oriented growth, as well as the international experience of European and American startups are analyzed. It has been shown that successfully attracting early users (early adopters) requires a special approach, different from scaling at mature stages. In the early phase, startups focus on a narrow target audience of innovators, iterative refinement of a minimum viable product using a «create – evaluate – learn» cycle. In addition, tactics such as personal customer interaction, recommendation programs, freemium model, community engagement, and network effects creation are analyzed. It was concluded that the combination of methods focused on achieving PMF (product–market fit) and active dialogue with first customers allows you to achieve product–market compliance and lay the foundation for a scalable business. The materials are based on current research and cases of recent years and are intended for researchers and practitioners interested in strategies for entering startups into the market.

This study aimed to delineate the contributions of informal businesses to the economy of the Thabo Mofutsanyane District Municipality in the Free State Province, South Africa. The study employed a quantitative research methodology. The study’s sample size comprised 333 respondents, chosen using the Conroy sampling table 1. A total of 333 questionnaires were distributed, of which 232 were completed and returned, yielding a response rate of 70%. A robust positive association has been demonstrated between skill development, poverty alleviation, and job creation. The study revealed that informal entrepreneurship significantly contributes to GDP, local economic growth, and serves as a source of livelihood, employment creation, income generation, and survival for informal entrepreneurs. Robust stakeholder involvement and the incorporation of the informal economy were recommended in this paper.

This work is devoted to the analysis of the specifics of the functioning of small and medium–sized enterprises in Russia. The conducted research allowed to identify the negative consequences caused by economic sanctions, as well as to identify key measures of state support for entrepreneurial activity.