The purpose of this study is to examine the features of consumers’ perception of FMCG brands following forced rebranding in the Russian market. Since elements of visual identity and positioning significantly influence consumer choice, especially in the FMCG market, rebranding is a radical method of improving brand perception. However, starting in 2022, many organizations operating in the FMCG market in Russia were forced to resort to this process contrary to marketing strategies, which may lead to a decrease in the consumer value of brands. To conduct the research, a mixed exploratory type methodology was chosen, including a series of expert interviews with representatives of senior positions in the marketing departments of companies that conducted the rebranding; a series of semi-structured interviews with consumers and a survey. Using these methods, companies’ choice of forced rebranding strategies, general patterns of brand perception, and differences depending on the strategy were analyzed. The result of the study is a model of effective forced rebranding in the consumer goods market, which includes a synthesis of the conclusions of all stages of the study: recommendations were derived based on experts’ assessment of the experience of rebranding, qualitative and quantitative analysis of consumer perception of these brands.

This article presents an overview of factors affecting labor productivity growth, a critical assessment of proposed methods for stimulating employee engagement, and a substantiation of the relevance of increasing labor productivity. It also highlights some of the results and challenges identified during the implementation of the national “Labor Productivity” project. An analysis of managerial opinions regarding personnel performance in organizations across various industries, the causes of personnel shortages, and the demand for certain employee qualities is conducted based on semi-structured interviews. Based on VTsIOM survey data, the article identifies the most important employee characteristics to consider when developing incentive systems. The need to revise existing employee motivation and incentive systems, taking into account their needs, opinions, and the organization’s goals, is substantiated. Furthermore, when developing incentive methods, it is necessary to consider different age groups of employees and select appropriate people management methods. An analysis of primary interview data revealed the problem of low management standards in regional companies, particularly in human resources management, while low labor productivity remains a pressing issue for both managers and staff. The development of soft skills among staff remains essential.

The paper examines the external environment as one of the main drivers of change in the management system of a modern organization in the context of global transformation. It integrates approaches to perceiving external political, legal, economic, and technological factors, and the growing role of social factors is also determined. The need for organizations to adapt to external challenges and threats is emphasized, including demographic shifts, changing consumer preferences and behavior patterns, increased education, the transformation of cultural and social foundations, and constantly changing demands from government and society, along with changing attitudes toward work. As well as it examines the need to consider external signals when making strategic decisions and restructuring organizational processes, as well as their impact on business models and resource allocation, including human resources. It highlights the structural features of the human resource management system, demonstrates the relationship between external conditions and human resource management practices, formulates recommendations for developing an adaptive and sustainable management system, and identifies areas for future research in the context of global transformation.

In the era of a global market and increased competition, combined corporate entities (COEs) face particular challenges in terms of strategic management due to their complexity, multidisciplinary, and hierarchical structure. The outdated management mechanisms demonstrate insufficient efficiency and fail to ensure coherence and synergy within the COE. This study aims to develop a model for implementing a key performance indicator (KPI) system that considers the specific characteristics of COEs and focuses on achieving their strategic objectives. Based on the study of existing methods, a multi-level structure of the KPI system has been proposed, covering the corporate level, the holding level, and the branch level. The main obstacles to the implementation of such systems in OKO have been identified. The results of this research can be used to improve the manageability, transparency, and strategic focus of large corporate structures.

In the context of digital transformation of the economy, data has become a strategic resource, and its analysis is the basis for making management decisions. A modern economist must not only possess traditional methods of mathematical modeling, but also be familiar with tools for working with big data, understand the basics of risk management, and be able to build a financial strategy that takes into account the capabilities of IT infrastructure.

This article presents a comprehensive historical and analytical review of the formation and development of the anti-doping governance system in global sports. It focuses on the long-term evolution of the fight against prohibited substances and methods, from isolated cases of stimulant use in antiquity to the creation of a unified global system based on advanced control technologies in the 21st century. Key stages of institution-building are examined in detail: from the first national legislative initiatives of the mid-20th century and international conventions to the creation of the World AntiDoping Agency (WADA) and the adoption of the World Anti-Doping Code as the basis for unified regulation. Particular emphasis is placed on the profound transformation of the sports community’s values – from the prevailing cult of victory at any cost to the modern priority of athlete health, fair play, and equal playing field. This analysis of contemporary challenges examines aspects such as the ongoing technological arms race with new forms of doping, structural and governance issues at the global level, and the key role of national anti-doping organizations (NADOs) in the practical implementation of international standards. The article concludes that anti-doping governance is a dynamic and multidimensional process that reflects the fundamental ethical, legal, and social dilemmas of modern sport.

The paper explores the potential of using a digital employee profile (DEP) as a key element in HR management transformation in the context of digitalization. A DEP is viewed not simply as an electronic dossier, but as a dynamic data system, formed both within the organization and in the external digital environment. The paper analyzes the essence of the digital employee profile, its architecture, and potential applications, while also highlighting the ethical dilemmas it can create in a modern organization. The ambiguity of the DEP’s impact on HR processes is highlighted, as, on the one hand, it opens up opportunities for hyper-personalization of management, predictive analytics, and can increase the efficiency of the company. On the other hand, it creates risks of digital surveillance, algorithmic discrimination, loss of the human dimension, and exacerbates cybersecurity concerns. The proposed model for responsible and ethical use of DEP, based on the principles of transparency and employee control, helps strike a balance between efficiency and confidentiality.

One of the most serious problems for small and medium-sized enterprises (SMEs) is the problem of financing. Much attention is paid to this issue in all countries, but it cannot be fully resolved, which is explained by a number of objective reasons. These reasons are directly related to the very essence of doing business in this format and will always exist, therefore, the assistance of both the state and non-state structures should not solve short-term current tasks in this area, but provide a permanent opportunity for the continuous sustainable development of small businesses in the interests of society and the state. Operating in almost all countries, shadow banking provides, among other things, a wide range of financial services to small businesses, which has its advantages and disadvantages for the overall development of the economy. The article examines the experience of the People’s Republic of China, which has been paying increased attention to the financing of small enterprises in recent decades. The current situation in this area, emerging difficulties, problems and tools for their solution are analyzed. It is concluded that shadow banking plays a significant positive role in the development of small businesses and in the expansion of government support measures for SMEs.

Declining birth rates and an aging population remain pressing issues for Russia. The total fertility rate is expected to decline again in 2025. Government programs aimed at improving the socioeconomic situation of families with children are effective, but housing and income remain significant barriers to childbearing. Research on the impact of economic factors on demographic attitudes is mixed, and the scientific search for solutions to demographic problems continues worldwide. This article examines how living conditions influence Russians’ plans to have children. The analysis uses survey data from Rosstat and the All-Russian Public Opinion Research Center (VTsIOM).