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В последние десятилетия концепция управления на основе стоимости (Value-Based Management, VBM), предложенная рядом исследователей, приобрела широкое признание и поддержку в научном сообществе как одна из наиболее актуальных парадигм управления, в том числе корпоративного управления. На стыке концепции стоимостного управления, или управления на основе стоимости, и корпоративного управления, и лежит данное исследование, взаимосвязь, взаимовлияние и сопоставимость этих двух управленческих конструкций является ключевой для рассмотрения на текущем этапе развития российского корпоративного сообщества.

The article suggests that as part of the global transformation of the higher education industry, there is a gradual transition from the use of traditional teaching methods to student-centered teaching strategies focused on achieving educational outcomes. These principles are implemented within the framework of the OBE concept. The purpose of the study is to analyze the possibilities and methodology for reforming the “Principles of Economics” curriculum based on the OBE concept. It is shown that within the framework of the concept, teachers should clearly focus on developing in students the competencies they need 5 years after graduation. The conceptual core of EBE consists of such key advantages as clarity of goal setting, flexibility of methodological tools, the possibility of comparative analysis of educational achievements and involvement of subjects of the educational process. OVE creates conditions for comparing educational achievements both at the individual and institutional l

This paper investigates how artificial intelligence (AI) technologies are used in improving the advertising communications effectiveness. The authors analyze how the use of AI can affect the advertising campaign effectiveness, and also consider the potential application of AI in the global advertising market. The object of the study is advertising communications of commercial enterprises. The subject is using AI in advertising communications. This article attempts to identify and characterize the directions of using artificial intelligence in advertising communications to improve their effectiveness. To achieve this goal, the following tasks are supposed to be solved: to identify opportunities to improve the effectiveness of targeting using AI; to consider the AI use to create unique advertising content (generation of texts, images and video content); to identify opportunities to analyze large amounts of data on the behavior and preferences of the target audience, its segmentation and, accordingly, the creation of personalized advertising messages; to consider the possibilities of providing personalized support for communications with customers using AI in advertising communications. As a result of the study, the authors offer a definition and characteristics of the main directions for using artificial intelligence in advertising communications.

В статье рассматриваются вопросы, касающиеся анализа текущей и потенциальной эффективности сотрудника компании. Описывается значение сотрудников для современной компании, определяются методы, характерные для исследования текущих параметров и имеющегося кадрового потенциала. Дается краткое описание используемых для анализа методов, делаются заключительные выводы.