Abstract : Problem. Clothing retailers and online brands targeting Generation Z consumers face growing challenges in converting high social media engagement into actual purchasing behaviour. This study examines the impact of innovative marketing strategies on the purchasing behaviour of Generation Z in Mthatha, specifically regarding clothing products. Aim. This study aims to quantify the direct…
Abstract: Problem. Achieving technological sovereignty requires an analysis of the factors that ensure an effective return on R&D investment. Aim. To assess quantitatively the contribution of STEM education quality to the transformation of R&D expenditure into patent activity and to identify institutional factors that ensure a positive deviation of actual indicators from predicted ones (using…
Abstract: In the context of geopolitical tensions and intensifying sanctions pressure, achieving technological sovereignty has become a key priority for ensuring the economic security of the Russian Federation. A mechanism for enhancing the resilience of the regional industrial sector has been developed, which is based on a three-component model: the government-science-business interaction (triple…
Abstract: Problem. The proliferation of digital agents in business processes of companies produces multidirectional effects on their competitiveness, ranging from productivity growth to the loss of employee skills. A measurement apparatus that covers both aspects simultaneously and explains their origins does not yet exist, and this gap becomes critical as implementations scale up. Aim. To develop…
