Журнал “ПРАВЭД” №2(9) 2025

The article discusses the possibilities of using open data and digital analytics tools to improve the effectiveness of managerial decision-making in the field of foreign economic activity (FEA). The role of information resources provided by state and international organizations in ensuring transparency of foreign economic processes is analyzed. Keywords: foreign economic activity, digital analytics, information support, big data, management, digital transformation.

The article discusses the main directions of introducing modern information systems into the activities of an enterprise – a subject of foreign economic activity, assesses their impact on the speed and accuracy of business processes, and analyzes the problems that arise during the digital modernization of international business operations. It is substantiated that the effective integration of IT technologies contributes to increasing the competitiveness of an enterprise in the global market, reducing operating costs, and increasing adaptability to changes in the external environment. Keywords: foreign economic activity, information technologies, digitalization, international trade, export-import operations, electronic document management, logistics information systems, digital transformation of an enterprise, and management efficiency

This article discusses the need for a comprehensive approach to the legal support of an enterprise's advertising activities, which includes the systematization of the regulatory framework, the implementation of internal compliance mechanisms, the preliminary legal examination of advertising materials, the regulation of approval procedures, and the monitoring of compliance with ethical standards. Special attention is paid to identifying and classifying key legal risks, as well as developing measures to prevent and minimize them. It is shown that a comprehensive approach contributes to increasing the transparency and responsibility of advertising communication, strengthening consumer and partner trust, and reducing the likelihood of administrative sanctions and reputational losses. Keywords: advertising activities of an enterprise, legal regulation of advertising, comprehensive approach, unfair advertising; consumer protection, targeted advertising, advertising risks, law enforcement practice.

The article is devoted to the development of a set of measures to strengthen the financial condition of enterprises involved in foreign economic activity (FEA). In the context of increased currency, credit, and political risks, modern tools for managing financial stability are analyzed. Special attention is paid to the mechanisms for hedging currency risks, optimizing the capital structure, and using government programs to support exporters. The author proposes a unique methodology for assessing the financial stability of an enterprise involved in FEA, which is adapted to modern challenges. Keywords: financial condition, foreign economic activity, sanctions, export diversification, currency risks, investment policy, digital transformation.

The article examines modern mechanisms for managing the competitiveness of enterprises involved in foreign economic activity in the context of global transformations. The key factors affecting their positions in international markets, such as digitalization, changes in global value chains, and increased competition, are analyzed. A comprehensive system of management mechanisms adapted to current challenges is proposed, including strategic, organizational, and functional elements. Special attention is given to tools for increasing the flexibility and adaptability of enterprises in an unstable global environment. The presented recommendations enable foreign economic enterprises to effectively respond to external challenges and create sustainable competitive advantages. Keywords: competitiveness management, foreign economic activity, global transformations, international competition, strategic management, competitive advantages, digital transformationt.

Тhe article describes the features and current trends of international service marketing in the context of digital transformation. It examines the theoretical foundations, key characteristics of service marketing in the global market, as well as the features and opportunities provided by the use of modern information technologies. The article also provides a detailed analysis of strategies and methods employed by companies to successfully promote and sell services abroad, including omnichannel approaches, personalization, and the creation of digital platforms. In conclusion, the importance of innovation, adaptation to cultural and legal specificities, and the prospects for the development of technologies such as artificial intelligence and the Internet of Things in the future of international service marketing are emphasized. Keywords: International service marketing, digital transformation, global market, information technologies, omnichannel approach, personalization, digital platforms, innovation, global competition, promotion strategies, customer experience, data analytics, artificial intelligence, Internet of Things, adaptation to cultural features, sustainable development, transnational companies, technological trends, online marketing, global expansion.

The article examines the organizational and legal foundations of customs regulation of foreign economic activity. The advantages of international cooperation in the field of foreign trade are identified. The need to introduce modern technologies into the activities of the Federal Customs Service of the Russian Federation and to constantly improve the regulatory framework in the field of customs regulation is substantiated. Keywords: customs regulation, foreign economic activity, Federal Customs Service, international cooperation, regulatory framework.

This paper examines the development of small businesses' foreign economic activity under sanctions restrictions. Adaptation mechanisms are analyzed, including market diversification, risk and supply management, personnel training, and the use of effective financing instruments. The role of the state in supporting small businesses is defined, and the main areas for small businesses to adapt to sanctions conditions when conducting foreign economic activity are highlighted. Keywords: Small business, foreign economic activity, sanctions restrictions, risks, digitalization, financial instruments, personnel training, government support.

This article examines the ice cream market in the DPR in the context of consumer preferences. An analysis of various factors influencing consumer choice provides a deeper understanding of which flavor and price categories are most attractive to the target audience. The results of this study can serve as a basis for optimizing marketing strategies and increasing the competitiveness of domestic ice cream producers in a changing market. Keywords: marketing, research, marketing research, consumers, questionnaire, income, firms.

The article examines the impact of digital transformation on company «Yandex» promotion strategies. Key digital tools used by Russian companies are analyzed, including social networks, customer relationship management systems, and big data analytics. It is shown how integrating digital and traditional channels enhances consumer engagement, brand recognition, and customer loyalty. Practical recommendations are provided for adapting marketing strategies in the context of the digital economy. Keywords: Digital transformation, marketing strategies, brand promotion, consumer behavior, digital tools, multichannel approach, data analytics.

The article examines the impact of artificial intelligence on the transformation of marketing communication strategies. It analyzes the main areas of AI implementation, including personalization, customer interaction automation, intelligent analytics and algorithmic content generation. Structural changes in communication models and the strategic effects of machine learning technologies are identified. Particular attention is given to a practical Russian case of AI adoption. The study outlines the key risks and limitations that influence the effectiveness of AIbased marketing solutions. Keywords: artificial intelligence, marketing communications, personalization, automation, digital marketing, data analytics, machine learning.

This article provides a multi-level analysis of the current capabilities of artificial intelligence (AI) in the context of optimization and systemic transformation of routine business processes, revealing the potential for technological modernization of enterprise operations. The study also included a detailed analysis of priority areas for AI technology implementation. The analysis demonstrated that the effectiveness of AI solution integration is determined by the combined impact of three key factors: the level of technological readiness, the existing IT infrastructure, the quality and representativeness of the datasets used, and the adaptability of human capital to new digital tools. Key words: artificial intelligence, machine learning, business processes, automation, predictive analytics, big data, operational efficiency, digital transformation.

The article examines the theoretical and practical aspects of reputation management in the context of sustainable brand growth, with an emphasis on the role of digital communications and social media in shaping consumer preferences. Special attention is paid to the development of practical tools and metrics: the formation of a content strategy, proactive monitoring, a customer relationship management mechanism, crisis response procedures. Keywords: marketing, brand, SMM, social media, brand reputation, monitoring, target audience, UGC.

The article examines the role and significance of communication as a key element of the effective functioning of an organization. The theoretical foundations of organizational communications, their types, functions, and channels are considered. Special attention is paid to the analysis of communication processes in the context of digital transformation, including the use of modern information and communication technologies (ICT). Communication barriers and ways to overcome them are studied. The article also analyzes the impact of effective communication on the organizational climate, managerial decision-making, innovation activity, and the achievement of the company's strategic goals. It is emphasized that in the modern business environment, communication is becoming a strategic resource that determines the competitiveness and sustainable development of an organization. Keywords: communication, organizational activity, internal communications, external communications, communication processes, information exchange, managerial decisions, digital transformation.

The article is devoted to the study of the phenomenon of emotional fatigue from brands in the context of digitalization. The paper presents the author's concept of consumer digital burnout and analyzes the key factors and consequences of this phenomenon. Practical recommendations for adapting marketing strategies have been developed. The scientific novelty of the study lies in a systematic approach to examining emotional fatigue as a complex psychological and marketing phenomenon. Keywords: emotional fatigue, brands, consumer behavior, marketing communications, digital burnout.

The article is devoted to the development of a model for proactive conflict management in an organization during a period of crisis and innovative changes. The proposed approach allows for minimizing the destructive impact of conflicts, reducing staff resistance, and transforming conflict situations into a resource for organizational development. The model includes stages of diagnostics, strategic communication, institutionalization of conflict management mechanisms, and organizational learning. Keywords: crisis management, conflict management, organizational change, innovation, resistance to change, proactive management.