DOI: 10.33917/mic-1.102.2022.55-65

The article is devoted to the analysis and forecasting of the institutional structure of the furniture market in Russia, taking into account the theory of economic dominance in a multilevel economy. It is shown that despite the conservative changes in the market, a stable hierarchy of companies has quickly developed on it, which determines the architecture and logic of its development in the medium term. The article examines in detail the situation in the Russian furniture market in 2020, which arose under the influence of the current epidemiological and economic situation. In the context of the groups described in this theory, the factors that furniture companies had to face depending on their size, market position and organizational structure are shown, the prospects for their development are assessed and general recommendations are given for each group. Identification of the key market players and comparison of the institutional strength of its participants belonging to different levels of the hierarchy makes it possible to form scenarios for its development and build appropriate forecasts for the development of this sector of the economy. Particular attention is paid to the relationship between the structure and key players in the furniture market and the housing construction market. It is shown that there is a potential for mutual strengthening of the institutional strength of the key players in both markets, but so far it has been implemented to a weak degree. These relationships are expected to strengthen in the coming years.

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2. Blokhin A.A., Lomakin-Rumyantsev I.V., Naumov S.A. Alfa-business in the Russian food market // Economic strategies. 2019;6:68-77. (In Russ.).

3. Vertogradov V.A. Market strategies of alpha, beta, gamma in the context of the theory of economic dominance // Economic strategies. 2020;2:50-53. (In Russ.).

4. Studnikov C.C. Higher education in Russia: the heyday of economic dominance // The world of the new economy. 2021;1:112-120. (In Russ.).

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DOI: 10.33917/mic-1.102.2022.40-54

The principles and algorithms of the analysis of rational preferences of the target group in the image-forming space are considered, with an special attention on the correctness of the application of methods and interpretation of results, based on the identification of factors that determine market processes, and the construction of images of ideal goods/ brands/ firms in the perception of the target group. The issues of promoting a product/ brand/ company based on the analysis of rational preferences are discussed. Examples of solving practical problems of identifying factors of rational preference of goods/ brands/ firms, building their ideal images in the space of rational preferences, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98), No 4(99) and No 5(100) of the journal for 2021.

DOI: 10.33917/mic-6.101.2021.24-33

The Russian market of software for project management automation has been investigated. The structural changes that have occurred in this market under the influence of the consequences of the COVID-19 pandemic are revealed. The classification of market participants is made in accordance with the theory of economic dominance. It is shown that the assignment of companies to a particular category allows us to judge the preferences they receive from their position and determine their strategy. Based on the use of the economic dominance theory, a number of forecast trends for the market are formulated.

DOI: 10.33917/mic-5.100.2021.14-29

The principles and algorithms of the analysis of consumer preferences in terms of identifying and researching the area of rational choice (a set of characteristics taken into account by representatives of the target group in the process of rational choice of a product/ brand/ firm) are considered. Special attention is paid to the correctness of the application of the methods and the interpretation of the results. The issues of product/ brand/ company promotion based on rational choice analysis are discussed. Examples of solving practical problems of identifying factors of rational choice of goods/ brands/ firms, constructing areas of rational choice, analyzing the configuration of areas of choice, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98) and No 4(99) of the journal for 2021.

DOI: 10.33917/mic-5.100.2021.30-35

The scientific article presents the directions of innovative ideas in the service market. Based on financial analysis, the market of innovative start-ups and stakeholders was studied for the largest representatives of the retail and retail turnover of the service sector of the Republic of Tatarstan using the example of players in the DIY.

DOI: 10.33917/mic-4.99.2021.42-56

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. The principles and algorithms of research of emotional preferences of the target group are presented on the basis of identification of image-forming factors that determine market processes, and construction of emotional images of ideal goods/ brands/ firms in the perception of representatives of the target group. The issues of product/ brand/ company promotion based on the analysis of consumer ideals in the emotional sphere are discussed. Examples of solving practical problems of identifying factors of emotional preference of goods/ brands/ firms, building their ideal images in the space of emotional preference, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2 (97) and No 3 (98) of the journal for 2021.

DOI: 10.33917/mic-4.99.2021.57-62

The scientific article examines the terminological concepts of servicization, services and the service market within the framework of classical and modern scientific schools. Various types of services are classified and key factors contributing to the development of servicization and market conditions are identified. The competitive market of services is structured on the example of the Republic of Tatarstan.

DOI: 10.33917/mic-3.98.2021.32-38

The scientific article puts forward theoretical and practical provisions, in aggregate constituting a new method of managing competitiveness in the service sector. The methodology proposed by the author makes it possible to ensure the effectiveness of the process of managing competitiveness in market conditions and instability of economic development, and can also be used for subsequent scientific and theoretical research, and in the practical activities of service enterprises in the course of developing effective management decisions.

DOI: 10.33917/mic-3.98.2021.22-31

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. Approaches and methods of constructing images of ideal products/ brands/ firms in the perception of representatives of the target group are presented. The issues of product/ brand/ company promotion based on the analysis of consumer ideals are discussed. Examples of solving practical problems of constructing ideal images of goods/ brands/ firms in the space of preferences, analyzing the configuration of ideal images, their formation and differentiation in relation to the creation of a strategy and the development of promotion details are given using the proposed approach.

This article is a continuation of the author’s research presented in No 2 (97) of the journal for 2021.

DOI: 10.33917/mic-2.97.2021.38-46

The article examines and identifies the reasons for the change in the structure of the music market, which led to an increase in the popularity of streaming music services. A comparative analysis of the most significant streaming services in the Russian market, as well as their unique competitive advantages, which allowed to effectively implement the strategy of forced attack on the market and gradually displace the pirate shadow segment, is carried out.