5th International Management, Quality and Marketing Conference. 14-15th April, 2022. (Пятая Международная конференция по менеджменту, качеству и маркетингу. 14-15 апреля 2022 года: на англ. языке)

                RANEPA




THE RUSSIAN PRESIDENTIAL ACADEMY
OF NATIONAL ECONOMY AND PUBLIC ADMINISTRATION




   5th International Management, Quality
   and Marketing Conference

   14-15th April, 2022









      Publishing House “Delo”
      Moscow • 2022

УДК 330
ББК 65



Editorial Board:
Katalin Diossi, PhD, Russian Academy of National Economy and Public Administration
Svetlana Ovsiannikova, PhD, Russian Academy of National Economy and Public Administration
Andrea Mikaczo, PhD, Hungarian University of Agriculture and Life Sciences
Margarita Kozlova, PhD candidate, Russian Academy of National Economy and Public Administration





5th International Management, Quality and Marketing Conference. 14-15th April, 2022. (Пятая Международная конференция по менеджменту, качеству и маркетингу. 14-15 апреля 2022 года: на англ. языке). — Москва : Издательский дом «Дело» РАНХиГС, 2022. — 412 с.

ISBN 978-5-85006-454-9

The scientific works collection contains the results of researches presented at the international scientific-practical 5th International “Management, Quality and Marketing” conference. The collection is formed from the articles of professors and undergraduate, graduate and postgraduate students of studies of Faculty of economic and social sciences of Russian Presidential Academy of National Economy and Public Administration (Russia), Hungarian University of Agriculture and Life Science (Hungary), as well from the articles of heads of departments and CEOs of the BMW Group Russia company. The content of the collection reflects the current theoretical and practical issues on the following topics: sustainable development goals, marketing and data management, human capital, finance and economy, quality management and lean production, efficiency of business processes based on the use of modern technologies and capabilities of the digital economy. For researchers, teachers, students, graduate students, managers-practitioners, as well as anyone interested in management, quality and marketing.



                                                           УДК 330
                                                           ББК 65
ISBN 978-5-85006-454-9





© Russian Presidential Academy of the National Economy and Public Administration, 2022

            Contens







Sustainability
Sustainable entrepreneurship: risks, issues, and potential resolutions
Yana Starchenko, Dragos Dorobat..........................................9
Optimization of the Methods for Calculating Global Innovation Index Elizabeth Antipova, Ksenia Orlova, Peter Fomin,
Svetlana Ovsiannikova ................................................. 30
Comparative analysis of dynamics of wealth per adult indicator formation in different countries of the world
Olga Manzhos, Olga Alfeeva, Danila Ivanov, Svetlana Ovsiannikova ................................................. 34
A Study on the Need and Ways of Technological Integration of Elderly People into the Internet Economy
Sofya Loginova, Vincent Ligorio ....................................... 40
Current and future trends in protein consumption: cell-based meat, plant-based meat, biomass fermentation, insect protein, and hybrid protein
Dorobat Dragos, Viorel Marculescu ..................................... 53
Application of the modified integral index to assess the level of knowledge in different countries
Anastasia Maryashina, Angelina Piskulina, Svetlana Ovsiannikova ................................................. 76
The correlation between pandemic and the quality-of-life improvement: an analysis of Moscow and its last global ranking results
Daria Makarova, Namzhila Rakshaeva, Vincent Ligorio ................... 81
Index-Based Approach to Assessing Road Quality
Daria Bobrova, Ulyana Grechushkina, Svetlana Ovsiannikova, Vadim Butko . . 91
Adaptable rating methodology for ESG criteria evaluation
for profit-oriented organizations in Russia
Mikhail Tanko, Marianna Geringer, Skok Mikhail,
Alexandra Ryasova, Anton Klevansky, Katalin Diossi......................97
The strategy of applying sustainable practices in the hotel business at the present stage
Mikhail Fokin, Maria Vinogradskaya, Maria Tolmacheva,
Alina Bychkova, Sofia Poleznyuk, Alexandra Novoselova, Ekaterina Sklyarova, Ulyana Grechushkina, Alla Tabachnikova ...........105

Practice-Based Method of CLV Calculation for Car Market
Maria Belousova, Anton Klevansky, Daniella Kuznetsova,
Artyom Menyailov, Mikhail Tanko, Alexandra Ryasova, Evgeny Itsakov, Yuri Slobodinsky .................................... 114


Finance and Economy
Identification of trends and prospects of inflation processes in the economy of the Russian Federation
Arina Kazantseva, Elena Sapelkina, Alexandra Ivleva, Sergei Ovsiannikov .................................................. 123
A New Approach to Forecasting the Values of Cryptocurrency Rates
Daria Urzyaeva, Elizaveta Petrushina, Svetlana Ovsiannikova ......... 129
Development of Russian pharmaceutical industry during the pandemic
Alina Lutcenko, Vincenzo Ligorio .................................... 136
Methodological Aspects of the Formation of the Global
Competitiveness Index
Polina Zakharova, Andrey Kormachev, Sofya Ferdman, Sergei Ovsiannikov .................................................. 148
The interdependence between Russian rouble and oil prices in terms of COVID-19 pandemic
Aleksandr Gaidamakin, Vincent Ligorio ............................... 156
Adjustment Of Methods for Calculating the Free Trade Index
Valeriia Lysenko, Arina Abramova, Maria Stanovova, Svetlana Ovsiannikova ............................................... 172
The Socio-Economic Impact of Covid on The Delivery Business Ekaterina Dremlyuga, Vincenzo Ligorio ............................... 179
Assessment of the Mortgage Rate Level in the World Based on Multi-Factor Model
Daria Agashina, Julia Zaitceva, Margarita Kozlova ................... 188
Increasing domestic tourism by developing the potential of small towns: a case of Ples
Ekaterina Bakholdina, Ekaterina Nikolaeva, Nikita Tsyplakov, Anna Olkova ..........................................................197
Importance and the impact of technological dependence on the country’s economy
Ekaterina Alekseeva, Konstantin Podrezov, Vincenzo Ligorio ...........205
Analysis of the formation of seasonal components on the example of inflation dynamics
Liudmila Gainullina, Taisia Moruz, Anastasiya Khaustova.............. 218

Management
Trends in the development of innovative companies:
the guidelines for startups
Pavel Zhokhovsky, Anton Olkhov, Michael Burmistrov, Olga Makarova....................................................... 229
Modernisation of the Elements of the “Business Model
Canvas by Alexander Osterwalder” Artem Menyaylov, Alla Tabachnikova ................................. 238
Impact of the Fourth Industrial Revolution on consumer expectations in Private Banking
Anna Karpoeva, Olga Makarova ....................................... 256
Digitalization perspectives in the hospitality industry in modern conditions
Polina Avdakushina, Alla Tabachnikova .............................. 266
Modernisation of the management paradigm in the 21st century Nikita Semin, Alla Tabachnikova .....................................277


Humanities
Mentorship in Russia — proposing a peer mentoring scheme for young learners
Zinaida Golman, Ekaterina Ivanischak, Sofya Fedorova, Dragos Dorobat. . 289
Assessment of the Formation of the Human Development Index
Vladislav Kuleshov, Vlada Semenova, Svetlana Ovsiannikova ...........311
Digitalization: Its Forms in the Art Market Kristina Bodrova, Anna Olkova ...................................... 318
Children preparation systems for big football in Russia.
Problems and ways to solve them
Marina Rubtsova, Alexander Filimonov, Ivanna Tabachnikova .......... 324
Adjusting the structure of the human development index by introducing an additional component
Alina Mikhailova, Milena Popova, Svetlana Ovsiannikova ..............335
Consumer Segmentation of Business Education Market in Russia
Daria Abakumova, Diana Bolonina, Yulia Goloviznina, Nadezhda Markova, Anna Olkova ...................................... 340
The influence of behavioural and psychological characteristics on managerial decision-making
Iuliia Plutakhina, Kamilla Ulbasheva, Ivanna Tabachnikova .......... 348
Analysis and modification of the structure of the Gender
Inequality Index
Varvara Chumanova, Anastasia Kuskova, Anastasia Sokolova, Svetlana Ovsiannikova ...............................................357

Marketing and Data Management

Towards methodological solutions for the implication
of User Generated Content Analysis in the context
of managerial decisions
Viktoria Kornukova, Dmitry Ilin, Alexander Leonow .................. 369
User Generated Content as a Tool of Contemporary Marketing:
Results of a Research Project
Alexander Leonow ................................................... 376
A study of the COVID-19 pandemic impact on the marketing and advertising industry
Dayana Nelovko-Kasatova, Ksenia Zaitceva, Vincenzo Ligorio ......... 386
Specifics of promotion on the social network Instagram in 2022
Andrey Inyatkin, Alexander Gagarin, Victoria Ivanova ............... 396
An analysis of the economic and social impact
of online education during pandemic
Valerya Markina, Vincenzo Ligorio....................................405

Sustainability

            Sustainable entrepreneurship: risks, issues, and potential resolutions





         Yana Starchenko

         Student, Russian Academy of National Economy and Public Administration, Faculty of Economics and Social Sciences

         Dragos DorobAT

         Senior Lecturer, Russian Academy of National Economy and Public Administration, Faculty of Economics and Social Sciences

         Abstract

         This paper explores sustainable entrepreneurship and its development, as well as its risks and issues. It provides a theoretical background for sustainable entrepreneurship, sustainable development, sustainability, and environmental problems. Backed by empirical research, the essential factors for the development of sustainability and its risks, issues and potential solutions are identified. Finally, the significant results of the research analysis are discussed and suggestions for future research are outlined.
           Keywords: sustainable entrepreneurship, sustainability, environmental problems.

         Introduction

         Sustainable entrepreneurship and entrepreneurs are of increasing importance. It is significant to

9

          5th Int. Management, Quality and Marketing Conference investigate entrepreneurship because the world is at an important edge of development, and entrepreneurship creates jobs and spurs innovations. Further than entrepreneurship, sustainable entrepreneurship has been on the rise in recent years; the main reason is that it focuses on finding solutions to both social and environmental issues (Legrand, 2017). Sustainable entrepreneurship entails protection of the environment and improving social conditions by providing new goods, services, and methods that not only alleviate several negative impacts on the society and environment, but also generate profit (Schmitz, 2012).
   Sustainable entrepreneurship describes the nexus between sustainable development and entrepreneurship. Sustainable development has become a central concept for policy, society, and business since the 1990s. It is most commonly defined as ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’ (WCED, 1987). It can be observed that sustainable entrepreneurship brings policy, society, and business altogether. Some scholars believe that sustainable entrepreneurship is not a system, but a model that relies on the fact that the entrepreneurs have the power and potential to pull enough weight for creating a valuable business activity that can include economic, social, and even ecological aspects (Belz and Binder, 2017; Munoz and Cohen, 2018; Schalteg-ger and Wagner, 2011).
   However, the fact that sustainable entrepreneurship and its descriptions must relate to each other cannot be overlooked, thus, to prove the first statement that was considered above, sustainable entrepreneurship means integrating all the spheres of entrepreneurship, namely, economic-driven, social-driven and ecologically driven. These fields are forming the meaning of sustainable entrepreneurship (Heikkurinen, 2019; Munoz and Dimov, 2015; Schlange, 2009). According to iyigun (2015), sustainable entrepreneurship is an average for cash and cause, for-profit and non-for-profit which proves that it includes social and environmental entrepreneurship.
   This article investigates sustainable entrepreneurship because in recent years this topic has gained increased momen

10

Sustainable entrepreneurship

tum and focus, and gathered pace in the wake of its importance. Sustainable entrepreneurs are helping to develop this field in times of need and nurture innovative product creation and design unusual funding methods (Choi and Gray, 2008). Furthermore, sustainable entrepreneurs, in comparison to regular entrepreneurs, are thinking about social, environmental and sustainable aims; their focus of value creation is not just profit generation (Groot and Pinkse 2015; Santos 2012; Schaltegger and Wagner 2011). Hence, the motivation of social and environmental entrepreneurs deviates from the one-sided pursuit of profit that tends to characterise the regular entrepreneur (Van de Ven, 2007; Dacin, 2010).
   However, there are risks related to sustainability and the environment that modern companies have to consider. Some companies have already started to grow the sustainable aspects of their business, which means that they are trying to introduce new ways of using sustainable entrepreneurship to solve environmental problems. According to Gunarathne and Lee (2015), an innovation that is called eco-control has a good chance of achieving the abovementioned aims. Eco-control can assist agricultural businesses to attain sustainability and environmental control that helps reduce costs, because resource allocation is better aligned (Gunarathne and Lee, 2015); it uses sustainability information and integrates it within sustainable management, and by this it helps create a sustainable strategy (Schaltegger and Bur-ritt, 2000). In addition to this, companies are striving to achieve better environmental performance (Palmer, 1995).

        Methodology

To gain a better insight into sustainable entrepreneurship, the EBSCOhost database was used to source information. In total, 40 articles related to sustainability, sustainable entrepreneurship, and the risks that sustainable entrepreneurs can face were analysed. The articles analysed were published between 1994 until 2022. The data collection included the following criteria: (1) the article had to include definitions of “sustainability”, “sustainable development”, and “sustainable entrepreneurship”, (2) the arti


11

5th Int. Management, Quality and Marketing Conference

cle’s focus had to be on challenges and risks, and possible solutions for sustainable entrepreneurs, and (3) the articles chosen had to provide a theoretical background as well as analyses.

        Literature Review

Sustainability and Development

The history of sustainability has its roots in the 17th and 18th centuries, to English, Saxon, and French foresters (Caradonna, 2014). They were one of the first people who started thinking about sustainability and environment, although the concept and the definition of sustainability were not yet developed. They were people whose overriding purpose was to protect forests and natural resources as well. It means that they were the ancestors of this field. Although it has been in existence for long, it was only in 1945 when UNESCO was created, and today their mission is “to contribute to the building of peace, the eradication of poverty, sustainable development and in-tercultural dialogue through education, the sciences, culture, communication and information”; this proves that it is not a local problem but a global one. Sustainability, as a concept, appeared in the late 1970s, and has since received much attention from scholars and practitioners. Since its appearance, it was also considered as a social, economic, and environmental ideal (Stoycheva, 2016).
  “Based on the foregoing, contemporary theories of sustainability seek to prioritise and integrate social, environmental and economic models in addressing human challenges in a manner that will continually be beneficial to humans” (Hussain, Chaudhry, and Batool, 2014). In this regard, economic models are trying to solve problems by seeking and using both financial and natural capital sustainably. Environmental models are all about solving ecological problems and biodiversity, while social models are doing what they have to do: improving from political to religious and educational systems and, continue to ensure humans’ wellbeing (Acemoglu and Robinson, 2012; Evers, 2018).
   Development is “‘an evolutionary process in which the human capacity increases in terms of initiating new structures, coping with problems, adapting to continuous change, and striving pur


12

Sustainable entrepreneurship

posefully and creatively to attain new goals” (Peet, 1999). Reyes (2001) defines development as a “social condition within a nation, in which the needs of its population are satisfied by the rational and sustainable use of natural resources and systems”. Todaro and Smith (2006) also define development as a multi-dimensional process that involves major changes in social structures, attitudes, and institutions, as well as economic growth, reduction of inequality, and eradication of absolute poverty. Several theories have been put forward to explain the concept of development; these include the Modernisation, Dependency, World Systems and Globalisation Theories.

Sustainable development (SD)

The term sustainable development was first used in 1980, when the concept was relatively simple. It was mentioned in the framework of the “World Conservation Strategy”, prepared by the International Union for Conservation of Nature and Natural Resources (IUCN). Sustainable development includes both sustainability and development, and has become a catchword in development discourses, because of its associations with other different definitions, meanings, and interpretations (Menash, 2019). Taken literally, SD simply means development that can be continued indefinitely or for some time, within a certain timeframe (Dernbach, 1998, 2003; Lele, 1991; Stoddart et al., 2011). In recent years, sustainable development has become an omnipresent development model. It is a banner for international aid companies, the vernacular of development planners, the main topic of conferences, academic papers, articles and sessions as well as the catchphrase of the environmental activists (Ukaga, Maser, and Reichenbach, 2011).
   It can be defined as a concept for improving livelihoods and conditions without hazarding ecosystems or causing any changes or challenges for the environment, such as water and air pollution (Benaim and Raftis, 2008; Browning and Rigolon, 2019). The population keeps increasing but the natural resources available for the satisfaction of human needs and wants do not (Me-nash, 2019). It is common knowledge that there are resources that people cannot allocate correctly and because of this, people


13

5th Int. Management, Quality and Marketing Conference

continue aggrandising their use, even though they are scarce. We can clearly understand that SD aims to solve overconsumption issues and appropriate allocation of non-renewable resources.

Sustainable Development Goals (SDGs)

The 17 Sustainable Development Goals (SDGs) have been proposed by the United Nations and should be allegedly solved before 2030. Each field affects another, so development must balance social, economic, and environmental sustainability. These goals exist to end poverty, hunger, discrimination, and solve numerous global problems (United Nations, 2015). The focus of SDGs is to lower the environmental impact, which involves reducing the emission of gases, recycling, and finding clean energy alternatives. SDGs also create a new direction for global development and guarantee a better future (Thomas, 2018).
   Sustainable Development Goals were developed in 2015 when 193 countries have united to adopt the 2030 Agenda of Sustainable Development Goals. SDGs were developing over a decade and the can be considered as continuation of Millennium Development Goals (MDGs) which ended in 2015. MDGs are similar to SDGs because they were chasing the same overriding purpose. SDGs carried momentum generated by MDGs. They were a result of the 2012 Earth Summit. The main different is that unlike MDGs they are counting on private sector instead of governments and other non-profit organisations (National Geographic, 2019).
   Sustainable development and SDGs involve many stakeholders operating in different areas. It is very challenging to get the relevant stakeholders for each goal to work together. For instance, goal seven says that access to affordable, reliable, sustainable and modern energy should be available for all. Even if the technology existed, finding the appropriate entities to develop and install these technologies to provide accessible energy for all nations would be a gruelling task. Furthermore, similar conundrums exist within most SDGs (Patterson, 2015).
   SDGs are the object of argues. SDGs are differed and it is difficult to achieve all of them because doing this will require not only deciding based on commitment to the SDGs but also it is not

14