The article deals with the issues of the development of a special branch of sociology – the sociology of human body. A ‘body focus’ is caused by increased requirements for an individual who should, firstly, be mobile and adaptive in modern society; secondly, have vitality to cope with changes in everyday life; thirdly, maintain a high performance typical of a young body. The human body becomes a project that can develop throughout life. This is an incomplete phenomenon, subject to alteration in accordance with personal image formed in the process of socialization. This process is backed by a special industry merging the efforts of various specialists. An empirical study (semi-formalized interview) conducted in Yekaterinburg in 2018, that embraced fitness trainers (n = 5), psychologists / psychotherapists (n = 5), clothing designers / stylists / fashion designers (n = 6), tattoo masters (n = 3), doctors: cosmetologists (n = 4), surgeons (n = 4), nutritionists (n = 3), neurologists (n = 2), revealed that the main requirement is a taut, slim body, able to actively perform all the functions imposed on it by the modern world. The leading practices to obtain such a body are a regular physical activity and a rational balanced nutrition. These practices are the most accessible and safe in our informants’ opinion. Body tattooing is typical of young people; cosmetology procedures as a practice of body modeling are chosen by the middle and older age groups. The safety of these practices depends on the qualification of the specialists and materials used for the procedure. According to our informants, irreversible practices, such as plastic surgery, are the most dangerous. Barriers to the body construction are entailed by personal characteristics of an individual (laziness, fear) and financial status.

Keywords: social practices, body, physicality, demanded body, customers of demanded body, body construction, ways of body construction.

Natalya L. Antonova – Doctor of Sociology, Professor, Department of Applied Sociology, Ural Federal University named after the first President of Russia B.N. Yeltsin, e-mail: n-tata@mail.ru.

Anatoly V. Merenkov – Doctor of Philosophy, Head of the Department of Applied Sociology, Ural Federal University named after the first President of Russia B.N. Yeltsin, e-mail: anatoly.mer@gmail.com.

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The article is devoted to the analysis of the problem relevant in the conditions of implementing the pension reform in Russia. The role of the factor of education as a resource of preserving and developing the “third age” social community is investigated. The characteristics are given of this social community including persons of pension age and pre-retirement age. A prospect of quantitative growth of this community in the next five years is shown. The paper proves relevance and necessity of educational activities for persons of the “third age” in various forms and types, at most different levels. In doing so, both professional and other types of education are discussed. The choice of opportunities and appropriate conditions for obtaining it should be provided by the state social policy for the people of “third age”. The article highlights the author's position, according to which educational activities of this social group are able to turn it from problematic to resourceful. An important feature of these activities and its purpose is to become an intangible asset of various forms and types of professional, intellectual, cultural, leisure and civil activity.

Given the novelty of the problem raised, the authors turn to a detailed review of foreign and Russian works on its various aspects. The article offers a number of research questions with both sociological and interdisciplinary focus. Not only do these questions acquire modern meaning but also have value for carrying out research of prognostic nature. The latter is particularly important in view of the pension reform that is developing over time and the significant changes in the way of life of people of the “third age”.

Keywords: education, “third age” social community, human capital, social resource, methodological approaches to the study of “third age” community.

Garold E. Zborovsky – Doctor of Philosophy, Honoured Worker of Science of the Russian Federation, Research Professor, Department of Sociology and Technology of State and Municipal Administration, Ural Fe­deral University named after the first President of Russia B.N. Yeltsin, e-mail: garoldzborovsky@gmail.com.

Polina A. Ambarova – Doctor of Sociology, Professor, Department of Sociology and Technology of State and Municipal Administration, Ural Federal University named after the first President of Russia B.N. Yeltsin, e-mail: borges75@mail.ru.

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The article deals with the peculiarities of school leavers’ psychological types and psychophysiological working capacity, in particular, the strength of their nervous system during the Open Day at the faculty of Civil Engineering. In the context of the Open Day, the typological characteristics of applicants both at the entire university and the Civil Engineering faculty are investigated. The authors of the project of students’ professional self-determination explore an opportunity to assess the attractiveness of the profession in a technical university by the example of Civil Engineering faculty. The data obtained and summarized in the study can help the higher education institution in shaping its motivational strategy for more effective enrolling efforts in accordance with the explicit or potential typological characteristics of every individual. It is emphasized that this work is of particular interest to attract applicants in the period of demographic decline. The research of business and personal qualities of applicants will make it possible to improve the quality of the educational process. Moreover, it is aimed at providing young people with a better educational service after their admission to the first year of the technical university, reducing the risk of premature expulsion. Self-determination assistance will help to minimize insufficient attention paid to young people in the family and school as well as the influence of the prestige factor in self-determination. Professional commenting on test results gives opportunity to maintain high interest of students and their parents in the university and the faculty. The article also stresses an importance of educational work with students from the very first steps. Professionally organized support of applicants in the period of discovering their personal features is the key to the successful training at the university.

Keywords: professional self-determination, peculiarities of school leavers’ working capacity, nervous system strength, psychological types of personality, E. Landolt test, psychogeometrical symbolics, professional diagnostics, instant psychological diagnosis of applicants, quality of education, audio information, educational component of education.

Igor P. Mironov – Psychologist, Office of Social and Extracurricular Activities, Perm National Research Polytechnic University, e-mail: ipmironov@yandex.ru.

Tatyana A. Belozerova – Associate Professor, Department of Building Engineering and Materials Science, Associate Dean for Extracurricular Activities, Perm National Research Polytechnic University, e-mail: bta.perm@mail.ru.

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The article presents the results of the analysis of parenthood as an institution of civil society. Civil society is interpreted herein as a type of social development in which citizens relatively independent from the state but interacting with it can form associations on the basis of certain principles of relations and carry out joint activities to meet common needs (protection of rights, interests, freedoms, etc.) within the norms of social interactions.

The author comes to the conclusion that currently there is the formation of parenthood as an institution of civil society, due to the dynamics of both the institution of parenthood and the institutional structure of civil society. This process acts as a kind of response to objectively emerging needs of parents to protect the rights and interests (both their own and children’s) that need to be met in the course of joint collective activities. The following points testify to the formation of parenthood as an institution of civil society: 1) reproduction by the institution of parenthood of the institutional properties of civil society; 2) the functions of civil society that the institution of parenthood substantially begins to perform; 3) those institutional practices of civil society that involve parenthood.

It is concluded that the formation of parenthood as an institution of civil society will strengthen the process of its formation and development. Realizing its role in protecting its own rights and interests, as well as the rights and interests of children, parents can become a subject of civil society, able to constantly make and implement socially significant, independent and responsible decisions and actions.

Keywords: parenthood, civil society, social institution, properties of social institution, functions of social institution, structure of civil society, institutional practices of civil society.

Nina V. Shabrova – Candidate of Sociological Sciences, Associate Professor, Department of Sociology and Technology of State and Municipal Administration, Ural Federal University named after the first President of Russia B.N. Yeltsin, e-mail: urfu-stu@mail.ru.

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The article contains the substantiation of the potential of Novosibirsk as a regional center of high-tech medical care in the market of medical tourism. High-tech medicine is declared at the level of Novosibirsk regional policy as a priority for innovative, technological and social development of the Novosibirsk region. The spatial concentration of scientific, educational and industrial enterprises and institutions has led to the creation and operation of the Academic Park, biotechnopark of the Science town Koltsovo in the Novosibirsk region, medical Technopark. The creation and development of a cluster of high-tech medicine in the field of cardiology and orthopedics is a flagship complex project within the program of the Novosibirsk region reindustrialization, a tool for the regional development, on the basis of which it is planned to promote medical tourism in future. Currently, the priority avenue of economic development of the region is the formation and operation of several specialized innovation clusters in the field of medicine (Siberian regional medical cluster, balneological Lake cluster, scientific-and-production cluster Akademgorodok 2.0), which is embedded in the approved Novosibirsk region concept of cluster development for 2012–2015 and up to 2020. For the first time, the article identifies the role of high-tech medicine and the creation of a medical cluster for the development of medical tourism in Novosibirsk. Methods of generalization, modeling, abstract-logical, information comparative analysis were used to achieve the goal. The results of the study can be used in scientific and educational activities in the discussion of strategic planning of urban development and the formation of their image, as well as in the consideration of medical clusters and sustainability of regional development.

Keywords: high-tech medical care, medical tourism market, regional medical tourism, medical cluster.

Nadezhda V. Goroshko – Candidate of Geographical Sciences, Associate Professor, Department of Geography, Regional Studies and Tourism, Novosibirsk State Pedagogical University, е-mail: goroshko1@mail.ru. 

Elena K. Emelyanova – Candidate of Biological Sciences, Associate Professor, Department of Hygiene and Ecology, Novosibirsk State Medical University, е-mail: emelen1@yandex.ru.

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A number of trends in the development of rural settlement types are considered. The data given concern the number of rural population in modern Russia, the number of villages, their contribution to the economic system of the country, and social production. The changes in the social sphere are highlighted: the system of general education, health care, cultural conditions and living environment, where regressive trends are recorded. The peculiarities of agricultural land use in Russia in the last 20 years are noted. New legal forms of agricultural production which appeared in the XXI century and alternative rural settlements are discussed. The role of urbanization and de-urbanization in this process is revealed.

Based on the results of the empirical sociological research, the author gives the social composition of today's rural settlements as interpreted by rural residents. The available statistics and the data obtained in the process of the enquiry of rural residents are merged to provide an in-depth knowledge about the trends in the development of the village. The social composition of rural settlements is particularly marked by the changes associated with its main social subject – the peasantry, the prospects of which are very pessimistic.

A sociological survey was applied to ascertain the attitude of rural residents to their locality: what invokes satisfaction and dissatisfaction with it at present, their orientation to the type of settlement, place of residence, their opportunities, motives, factors contributing to and hindering the solution of the relevant issues. The main reasons of migration from rural settlements are designated. The residents put forward specific recommendations to solve the problems of the modern village and to assign rural residents to their places of permanent residence.

Keywords: rural type of settlement, social composition of rural settlements, motivation of satisfaction and dissatisfaction with the type of settlement, causes of migration from rural types of settlements, their prospects.

Vasiliy N. Stegniy – Doctor of Sociology, Professor, Department of Sociology and Political Science, Perm National Research Polytechnic University, e-mail: socio@pstu.ru.

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The article deals with the issue understudied in Russian sociology – manifestation of lies in advertising. The relevance of the subject matter is determined by the omnipresence of advertising, that becomes a full-fledged social institution performing inter alia a function of socialization, as a conductor of images, values and practices typical of the modern society. The situation is aggravated by the fact that advertising pursues commercial goals of the advertiser, hence such socialization embodies not the idea of familiarizing with the public good and the rules of comfortable coexistence, but manipulative techniques that justify the needs of the consumer in accordance with a profitable advertiser model, a certain lifestyle, and, as a consequence, a purchase of a certain product or service.

Some attention is also paid to the basic concepts used in this work. Thus, the definitions of advertising, lies and, finally, lies in advertising are suggested. This is relevant as these concepts may have different interpretations, their perception may depend on the context in which the reader resides.

Besides, due to the chosen format of the work, the problem area is limited to the influence of lies in advertising on the financial behavior of young people. The results of the pilot study conducted in Perm are presented, the data are briefly described and interpreted.

In the course of the description, the specific indicators obtained are offered, their interpretation and short intermediate conclusions are carried out. In addition, the study yields a typology that may be used in a further more detailed and extended study of the issue.

Keywords: advertising, lies in advertising, deviant forms of advertising, financial behavior.

Vladimir R. Unesikhin – Postgraduate Student, Department of Sociology and Political Science, Perm National Research Polytechnic University, е-mail: unvovan12@gmail.com.

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The article raises the problem of people's perception of local government; a comparative analysis of its assessment by the population and municipal officials. The article is based on the data of sociological research conducted in Perm in 2017. A questionnaire survey was the method of data collection. The sample includes 640 people from different socio-professional groups of the city population and 354 municipal officials representing all districts of the city. The hypothesis of the positive perception of local authorities by its officials and the negative perception by the local community is partially confirmed – in terms of the population. The author's method of determining perception of power is presented. Individual and group assessments of local self-government bodies are revealed. Most individual assessments of local authorities are negative. In the collective perception of municipal officials inconsistency is revealed, manifested in two polar points of view – a dependent and independent position of local authorities. The perception of local government by municipal officials as dependent is due to their attitude to their place in the power hierarchy (i.e. subordinate positions of most officials). The local community regards the municipal authority as an independent body, therefore, delegating to it the right of initiative and imposing expectations. The results of the study are of practical importance. The comparison of opposite views results in concluding that officials tend to look for external causes of certain activities of the municipal government, while citizens seek internal causes of activity. Consequently, it is necessary to correct the attitude of municipal officials regarding their role as passive performers. Of equal importance is overcoming the paternalistic orientations of the local community in solving the problems of their territories.

Keywords: local government, local authority, local community, municipal officials, officials, survey.

Evgeniya A. Lazukova – Candidate of Sociological Sciences, Associate Professor, Department of Sociology and Political Science, Perm National Research Polytechnic University, e-mail: e.las@mail.ru.

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The article analyzes the current trends in the field of innovative entrepreneurship based on the work of Russian and foreign authors. The analysis shows that in modern Russia the necessary conditions for the full development of innovative entrepreneurial activity and entrepreneurship in general are still forming. The results of a pilot study among Perm entrepreneurs are considered. The description of the sample is presented. Internal and external factors that impede the development of Russian business in the innovation sphere are identified; the results obtained are compared with the expert opinion, and differences are identified and analyzed. Entrepreneurs themselves also recognize the importance of innovation in their activities: 32.6% believe that it is difficult to imagine further development without introducing innovations.

Three types of entrepreneurs are given according to the degree of their orientation to innovation activity: oriented towards innovation, not oriented towards innovation, potential innovator. In the study, the type of potential innovator is predominant, making 54.5% of all respondents. The main characteristics (socio-demographic, socio-cultural) inherent in entrepreneurs of various types of orientation to innovative activity are revealed. Among them are age, experience in the field of entrepreneurship, organizational and legal form of ownership of an enterprise, etc. The structure of life values, business motives, plans for the near future, as well as success criteria for various types of entrepreneurs, their differences and peculiarities are identified. Moreover, a portrait of an innovative entrepreneur is built. The conclusions about the near future of innovative entrepreneurship are made, positive trends in orientation to innovative activity of modern entrepreneurs are observed.

Keywords: innovation activity, entrepreneurship, innovative entrepreneurship, types of entre­pre­neu­rial activity, structure of life values, attitude to the market, success of entrepreneurial activity.

Natalya V. Kuzminova – Postgraduate Student, Department of Sociology and Political Science, Perm National Research Polytechnic University, e-mail: nata-angel@bk.ru.

Vasiliy N. Stegniy – Doctor of Sociology, Professor, Department of Sociology and Political Science, Perm National Research Polytechnic University, e-mail: socio@pstu.ru.

1. El'meeva I.G. Innovatsionnoe predprinimatel'stvo v Rossii: polozhenie sredi mirovykh liderov innovatsionnoi deiatel'nosti [Innovative entrepreneurship in Russia: The position among the world leaders of innovative activity]. Molodoi uchenyi, 2013, no. 5, pp. 296–299, available at: https://moluch.ru/archive/52/6745/ (accessed 15 February 2019).
2. Mironova D.D. Osobennosti prostranstvennogo razvitiia innovatsionnogo malogo predprinimatel'stva [Features of spatial development of innovative small business]. Available at: http://www.ivdon.ru/magazine/archive/n2y2011/449 (accessed 16 February 2019).
3. Informatsionno-analiticheskie materialy po rezul'tatam sotsiologicheskogo issledovaniia po voprosu otsenki innovatsionnogo potentsiala biznesa Rostovkoi oblasti [Information and analytical materials on the results of sociological study on the assessment of innovative potential of business in the Rostov Region]. Rostov on Don, 2008.
4. Tovstenko B.P. Faktory, vliiaiushchie na innovatsionnuiu aktivnost' predpriiatiia [Factors affecting the innovative activity of the enterprise]. Available at: http://www.e-rej.ru/Articles/2012/Tovstenko.pdf (accessed 14 February 2019).
5. Manocha S. Innovation and Entrepreneurship in Today’s Scenario. International Journal of Marketing, Financial Services & Management Research, 2012, vol. 1, iss. 8, pp. 196–205.
6. Xiao-Duo Qian, Jing Xia, Wei Liu, and Sang-Bing Tsai. An Empirical Study on Sustainable Innovation Academic Entrepreneurship Process Model. Sustainability, 2018, no. 10, p. 15.
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8. Vadastreanu A.M., Bot A., Maier D., Maier A. Innovation, the New Challenge of Today’s Entrepreneurship. Journal of Investment and Management, 2015, no. 4 (6), pp. 357–362.
9. Fuentelsaz L., Maicas J.P., Montero J. Entrepreneurs and Innovation: The Contingent Role of Institutional Factors. International Small Business Journal. Researching Entrepreneurship, 2018, vol. 36, iss. 6, pp. 686–711.
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The most important factor of success in competition is an ability to identify and prepare future managers for senior positions. Therefore, modern organizations create special systems that ensure the timely selection, development and movement of personnel and consider management of such systems as a strategically important task. At the same time, the applied aspects of personnel competence management from the point of view of their diagnostics for compliance with the organization’s strategic goals remain insufficiently developed. Therefore, the main research task presented in the study is related to the substantiation of the key elements of such a management model of transfer to the reserve, which, on the one hand, would contribute to the structuring of personnel competencies, and on the other hand, would have a degree of formalization that would make allowance for the dynamics of the external environment and changes in the activities of competing organizations.

The paper presents an approach to create such a model, which is reflected in the research work under the state contract for the services of developing a draft model of competence of professional manager in the Perm Krai in accordance with the decree of the Governor of Perm Krai of May 24, 2016 No. 79 Manager reserves of the Perm Krai. The presented approach is based on the results of field test processing which have the goal of finding the most significant concepts that plot the image of a prospective manager in the Perm Krai. In justifying the approach, the methods of cluster analysis, decision making on a finite set of alternatives and the method of active examination were used. The combination of these methods allowed to explicitly describe the profile of a promising manager of the Perm Krai.

Keywords: concept, model, cluster median, active expertise, Manhattan rate.

Nikolay B. Akatov – Doctor of Economics, Professor, Department of Management and Marketing, Perm National Research Polytechnic University, е-mail: mim@pstu.ru.

Sergey I. Kosyakin – Candidate of Technical Sciences, Associate Professor, Department of Management and Marketing, Perm National Research Polytechnic University, е-mail: new_ksi@mail.ru.

1. Komarov S.V., Pustovoit K.S., Molodchik A.V., Bukhvalov N.Iu., Akatov N.B. [et al.]. Ot samoorganizatsii k samorazvitiiu: smena paradigmy menedzhmenta [From self-organization to self-realization: Management paradigm shift]. Ekaterinburg, Institute of Economics, Ural Branch of RAS; Perm, Perm National Research Polytechnic University, 2013, 257 p.

2. Akatov N.B. Upravlenie perekhodom k innovatsionnym samorazvi­vaiu­shchimsia organizatsiiam: teoriia i praktika [Managing the transition to innovative self-developing organizations: Theory and practice]. Perm, Perm National Research Polytechnic University, 2012, 251 p.

3. Antropov V.A., Akatov N.B., Podbel'skii N.V. Osnovy tselevogo modeli­rovaniia v regional'nykh sistemakh upravlencheskogo rezerva [Foundations for special-purpose modeling in the regional system of administrative reserve]. Ekonomika regiona, 2010, no. 1, pp. 11–20.

4. Akatov N.B., Briukhanov D.Iu., Safonov A.A. Razvitie strategicheskikh kompetentsii predpriiatiia na osnove sistematizirovannykh modelei biznesa [Development of strategic competence of an enterprise based on systemized business models]. Sotsial'nye i gumanitarnye znaniia, 2016, vol. 2, no. 3, pp. 159–170.

5. Akatov N.B., Molodchik A.V., Orel S.V. Kriticheskie faktory uspeshnosti primeneniia kompetentnostnogo podkhoda na predpriiatii [Critical factors for successful use of the competence-based approach at the enterprise]. Vestnik universiteta (Gosudarstvennyi universitet upravleniia), 2014, no. 13, pp. 257–264.

6. Andrunik A.P., Molodchik A.V. Metodologiia upravleniia personalom v samoorganizuiushchikhsia, samorazvivaiushchikhsia innovatsionnykh organiza­tsiiakh [Methodology of management conduct of personnel in self-organizing, self-developing, innovative organizations]. Vestnik universiteta (Gosudarstvennyi universitet upravleniia), 2012, no. 1, pp. 14–24.

7. Akatov N.B., Sharipov T.R. Delovaia reputatsiia organizatsii kak stoimostnyi indikator ee sovershenstva [Business reputation of the organization as a cost indicator of its perfection]. Kreativnaia ekonomika, 2011, no. 8, pp. 34–40.

8. Akatov N.B. Innovatsionnoe samorazvitie organizatsii kak ob"ekt uprav­leniia i kriterii konkurentosposobnosti v sovremennom menedzhmente [Innovative self-development of organization as an object of management and a criterion of competitiveness of modern management]. Fundamental'nye issledovaniia, 2012, no. 11, part 3, pp. 744–749.

9. Akatov N.B., Panarina E.N. Tsentr kompetentsii v strategii razvitiia krupnogo vysokotekhnologichnogo predpriiatiia [Centre of competences of strategy of development of the large hi-tech enterprise]. Menedzhment i biznes-administrirovanie, 2014, no. 3, pp. 184–186.

10.  Akatov N.B., Kustova M.M., Tolchin S.V., Shishkin A.V. Praktika primeneniia proektno-orientirovannogo podkhoda k formirovaniiu innovatsionnogo kadrovogo rezerva territorial'nogo klastera raketnogo dvigatelestroeniia Tekhno­polis “Novyi Zvezdnyi” [The project approach practice in the field of innovation talent pool formation for the regional cluster of rocket engine building Technopolis “Noviy Zvezdniy”]. Shumpeterovskie chteniia. Proceedings of IV Int. Sci.-Pract. Conf. Perm, Perm National Research Polytechnic University, 2014, pp. 125–130.

11.  Molodchik A.V., Andrunik A.P. Upravlenie povedeniem sotrudnikov v 2S-sistemakh: sovremennye imperativy [Management of employees’ behavior in 2S-systems]. Mirovoi zhurnal prikladnykh nauk, 2013, vol. 23, no. 5, pp. 166–177.

12.  Andrunik A.P., Kosiakin S.I., Bukhvalov N.Iu. Avtomatizatsiia protsessa diagnostiki kompetentsii personala samorazvivaiushchikhsia, samoorgani­zuiu­shchikhsia sistem [Process automation of diagnosis staff competence of self-developing, self-organizing systems]. Sovremennye problemy nauki i obrazovaniia, 2014, no. 3, pp. 22–34.

13.  Andrunik A.P., Kosiakin S.I., Kosiakin A.S. Tekhnologiia formirovaniia iskusstvennogo intellekta dlia diagnostiki 3D-modeli upravleniia povedeniem personala [Technology of formation of artificial intelligence for diagnostics of the 3D management models of behaviour of the personnel]. Sovremennye problemy nauki i obrazovaniia, 2015, no. 1(57), pp. 28–36.

14.  Kosiakin S.I., Akatov N.B. Otsenka organizatsionnogo sovershenstva v upravlenii innovatsionnym samorazvitiem kompanii [The assessment of the degree of organizational excellence with reference to a company’s innovative self-development management]. Fundamental'nye issledovaniia, 2012, no. 9, part 2, pp. 475–480.

15.  Molodchik A.V., Molodchik N.A. Mekhanizmy postroeniia cheloveko­orientirovannoi organizatsii [Mechanisms of building human-centred organizations]. Zhurnal ekonomicheskoi teorii, 2009, no. 1, pp. 179–186.

16.  Andrunik A., Cherdantsev V., Kosiakin S. Matematicheskoe obosnovanie diagnostiki kompetentnosti personala v samoorganizuiushchikhsia, samorazvivaiu­shchikhsia sistemakh [Mathematical justification methods diagnosis staff competence self-development, self-organizing systems]. Innovatsionnyi menedzhment i korporativnaia ustoichivost'. IMACS 2015. Proceedings of 3rd Int. Conf. University of Economics, Prague; Perm, Perm National Research Polytechnic University, 2015, P. 12.

17.  Andrunik A.P., Kosiakin S.I. Innovatsionnoe upravlenie chelovecheskimi resursami: tekhnologiia formirovaniia iskusstvennogo intellekta dlia diagnostiki kompetentsii personala [Innovative human resource management: Technology of developing of artificial intelligence to diagnose the personnel competence]. Povyshenie proizvoditel'nosti truda kak kliuchevoe napravlenie regional'noi promyshlennoi politiki i osnova neoindustrial'nogo pod"ema innovatsionnoi konkurentosposobnosti korporatsii. Proceedings of VIII Int. Sci.-Pract. Conf. Perm, Perm National Research Polytechnic University. Institute of Economics, Ural Branch of RAS, 2015, pp. 113–121.

18.  Kosiakin S.I. Informatsionnye tekhnologii v menedzhmente [Information technology in management]. Perm, Perm National Research Polytechnic University, 2017, 128 p.

19.  Davnis V.V., Tiniakova V.I. Prognoznye modeli ekspertnykh predpoch­te­nii [Forecasting models of expert preferences]. Voronezh, Voronezh State University, 2005, 634 p.

20.  Fomin G.P. Matematicheskie metody i modeli v kommercheskoi deiatel'nosti [Mathematical methods and models in commercial activity]. 2nd ed. Moscow, Finansy i statistika, 2005, 525 p.

A direct dependence of the choice of the management structure on the formed transaction costs is doubtless due to a constantly updated base of theoretical and empirical research available. However, manifestation of geopolitical shifts at various levels of socio-economic systems puts new emphasis in understanding the problem of justifying the effectiveness of different organizational structures. The practice of planning the processes of interaction indicates that the priority criteria in the decision-making process are assessments of how and how much the rules of interaction with business partners may change in the nearest time interval; and corporate readiness for the risk of such changes. The purpose of this study is to search for new conceptual principles for solving this issue. An overview was conducted of the principles of formation of interrelations between the parameters of transactions, the magnitude of transaction costs and the choice of organization form of interaction. This allowed to identify a number of scenarios not considered in the model. First, the model does not consider the diversity and features of the organizational structures of the hybrid type. Second, the model neglects the long-term processes of management structures formation. Third, it ignores the factor of the impact of expectations on the process outcome. These conclusions bring about a hypothesis respecting the possibility of expanding the basic model for assessing transactions by such factors as the stability of involvement in the interaction process and the level of trust. The proposed features are more correlated with the institutions represented by the mental model of making decisions, but the principle of subjectivity allows one to interpret them in relation to different objects of evaluation. The authors demonstrate examples of how these factors supplement the assessment methods for different levels of socio-economic systems. For levels of interaction between subjects at micro- and mini-levels, the formation of new contractual forms of staff recruitment can be justified. As for meso-level, a task of choosing hybrid forms of interaction acquires a grounded motivation with an extra evaluation of institutional potential of international innovative cluster entities.

Keywords: monitoring tools, transactions, institutional environment, trust, organizational structures.

Elena S. Lobova – Candidate of Economic Sciences, Associate Professor, Department of Economics and Industrial Management, Perm National Research Polytechnic University, е-mail: bykova555@rambler.ru.

Lyudmila N. Mamaeva – Candidate of Economic Sciences, Associate Professor, Department of Econo­mic Security, Saratov Socio-Economic Institute (Branch of Plekhanov Russian University of Economics), e-mail:  L.Mamaeva2014@yandex.ru.

Zarina R. Azisova – CEO, Encore Media Agency (Republic of Uzbekistan), Master’s Student, Department of Economics and Industrial Management, Perm National Research Polytechnic University, e-mail: zarina.azisova@gmail.com.

1. Mingaleva Zh.A., Uzhegova K.A. Osobennosti realizatsii partnerskikh otnoshenii v kontseptsii ustoichivogo razvitiia regional'nogo urovnia: ierarkhi­cheskoe vzaimodeistvie [Features of realization of partnership in the concept of sustainable development of regional level: Hierarchical interaction]. PNRPU Sociology and Economics Bulletin, 2016, no. 1, pp. 152–162.
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The national economics tries to develop ideological justification for the new industrialization of Russia's economy. To reach the goal, it is essential to have a look at the history of industrial development of large regions and evolution of the structures forming an industrial basis of the territory.

The concept of networking is new for Russian economics, although the structures have successfully operated in the Ural industry for centuries.

The author identifies four stages in their evolution – a network of the Stroganov’s mining companies, mountain districts, at first, closed entities with rather short technological connections, then more open for inter-district interaction and the outside world and, at last, giants of the Soviet planning – industrial hubs and complexes.

Throughout the period under review, the Ural was seen as a headmost industrial region, although the industrial structure has undergone significant changes. No enterprise has kept its initial setup. New enterprises appeared in the Ural due to natural deposits, competencies, and infrastructure. The most intense changes occurred during the fourth phase of the Soviet industrialization.

At the present stage of the productive structure evolution, the industrial basis draws on the achievements of the Soviet period. During market transformations of the 1990ies there took place a rupture of contacts between traditional partners, which resulted in regrouping the industrial structures and establishing new connections.

The experience of the spatial distribution of productive forces should be considered in modern conditions, despite emergence of new technology solutions, such as industrial Internet and others.

Keywords: networks, network structures, Ural, evolution, territorial and industrial complex, industrial hub, scientific research.

Anton A. Glumov – Candidate of Economic Sciences, Senior Lecturer, Department of Regional and Municipal Economy and Management, Ural State University of Economics, e-mail: glumov@usue.ru.

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The paper presents the main theoretical aspects of the personnel motivation system, such as the relevance of the issue, basic concepts, types of incentives and types of employee motivation. The main points of the Strauss–Howe generational theory and its application to staff motivation are considered. A comparative analysis is made of the generations currently available on the labor market: their main characteristics, periods of birth and types of economic systems and society of the time when the fundamental values were formed. Similarities and differences between generations, and their interdependence is revealed. On that basis, the value importance for the representatives of different generations is assessed with a five-point scale; the most significant values are identified. Converging values of different generations embrace decent wages, personal growth and education. The socio-historical context and events that could affect the formation of values and life principles of the representatives of different generations are considered. The article also presents the value of each generation for the company from the employer's point of view. Given their characteristics, strengths and weaknesses as employees, the types and features of job are named where they will be able to unlock their abilities and labor potential. Based on generational theory, the incentives are revealed that are most likely to have a positive effect on employee motivation. Applying this theory for the system of motivation makes it possible to meet the needs and correlate the interests of employees and employers.

Keywords: personnel motivation, generational theory, values, motivation system, labor stimulation.

Lyudmila N. Deputatova – Candidate of Economic Sciences, Associate Professor, Department of Economics and Industrial Management, Perm National Research Polytechnic University, e-mail: milade@mail.ru.

Kseniya A. Shishkina – Undergraduate Student, Department of Economics and Industrial Management, Perm National Research Polytechnic University, e-mail: shishckina.xenia2014@yandex.ru.

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The article deals with the relationship between internal and external marketing. It indicates that the customer centricity of a company and customer satisfaction largely depend on the satisfaction of employees and their loyalty to the company. Improved economic efficiency of marketing in a customer-centric company is highly dependent on the effectiveness of internal marketing. However, the existing methods of internal marketing assessment make allowance only for the indicators of satisfaction of the company's personnel with their work, but do ignore their market impact. Therefore, the article analyzes two hypotheses combining some indicators of internal marketing and customer centricity indicators. The first hypothesis relates the index of employee loyalty (IEL) to the indicators of customer satisfaction (ICS) and customer loyalty (CL). The second hypothesis shows how changes in employee loyalty and satisfaction indices (IEL and IS) affect the indicators of customer centricity and economic efficiency of the company's marketing (indicators of customer retention and profitability, marketing profitability and sales profitability). The article outlines the model of managing indicators of customer-centric marketing through the management of internal marketing parameters. The step-by-step algorithm of the model application includes field measurement of satisfaction and loyalty indexes of employees, similar field measurement of client satisfaction and loyalty. Calculating coefficients of correlation of these parameters and building analytical relation function is carried out by time iterations of the measurements taken. The aforementioned steps allow to adjust the sales programs and customer communication patterns (loyalty programs, etc.), and to determine the corporate marketing performance targets.

Keywords: marketing, customer centricity, customer loyalty, employee loyalty, customer satisfaction, employee satisfaction, marketing efficiency, management model.

Sergey V. Komarov – Doctor of Philosophy, Professor, Department of Management and Marketing, Perm National Research Polytechnic University, е-mail: philos.perm@gmail.com.

Alena S. Grigoryeva – Assistant Lecturer, Department of Management and Marketing, Perm National Research Polytechnic University, е-mail: alena.mihajlova@gmail.com.

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The article reveals the content of concepts of virtual reality (VR), augmented reality (AR), analyzes the role of virtual and augmented reality technologies, their influence on modern organizations, economy and management. The study compared the data on the Russian Federation’s revenues from arms and information technology exports in 2010–2017. The negative impact of US sanctions on the development of the military-industrial complex of the Russian Federation was observed. Estimates are given of the number of software developers considering activities abroad as a likely prospect in their development. It is stated that large-scale support for the development of AR and VR technologies could become the basis for the implementation of the Presidential Decree of May 9, 2017 No. 203 On the Strategy of Development of Information Society in the Russian Federation for 2017–2030. The study identifies the main trends and dynamics of the AR and VR technologies development in 2012–2017 both globally and locally (in Russia), highlighting the significance of these technologies for the development of certain sectors of the economy and the changing priorities of state policy. Some examples of successful technology implementation in the foreign and domestic practices are given; the volume of investments in VR and AR is assessed, the main areas of intensive technology use are revealed, sales forecasts are presented for certain sectors of the economy until 2020. AR/VR project development potential for various fields is assessed. The reasons constraining a wide spread of the technologies and their further development are analyzed.

Keywords: state economic policy, export, information technology, innovation, innovation policy, augmented reality, virtual reality, increased efficiency, competitive advantage.

Andrey I. Sosnilo – Candidate of Historical Sciences, Associate Professor, Department of Technological Management and Innovations, Saint Petersburg National Research University of Information Technologies, Mechanics and Optics, е-mail: aisosnilo@fa.ru.

Mariya D. Ustyuzhanina – Master’s Student, Department of Technological Management and Innovations, Saint Petersburg National Research University of Information Technologies, Mechanics and Optics, е-mail: aisosnilo@fa.ru.

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The study overviews the consequences of legislative changes in Russian business sphere presently evolving under sanctions when a need to liberalize business and increase business activity is accompanied by the activation of tax administration. The major avenue in the field of fiscal administration is to improve the efficiency of the tax system, control and supervision activities and regulatory specification of organizational and legal forms of business. A more rigid interpretation of the conditions for operating a limited liability company repulses the population from doing business. With a tighter subsidiary liability coupled with the requirements of Article 54.1 of the Tax code state supervisory functions and fiscal burden expand.

The research draws on general scientific approaches, comparative and economic-statistical methods. The issues of state support of business are considered. The article analyzes an impact of state legislative and regulatory measures on the functioning of small and medium-sized businesses. Generalization and concretization of fiscal administration practices allowed to establish interrelation between registration of inclusion into/exclusion from the Unified State Register of Legal Entities and Unified State Register of Sole Entrepreneurs with the statement principle of running a business. The introduction of technological innovations in the tax accounting system and expansion of subsidiary responsibility filtered out business actors who were nominally present in the state registers. The presented results of the analysis of statistical data indicate a reduction in the number of legal entities, LLC representing the major fraction. This may be explained by the optimized registration procedures for legal entities and increased efficiency of the bankruptcy procedure. Fiscal administration trends are summed up. A necessity of monitoring the entirety of state measures and factors affecting entrepreneurial activity is substantiated.

Keywords: tax control, fiscal administration, business registration, entrepreneurship, limited liability company, subsidiary liability.

Nadezhda A. Tolstobrova – Candidate of Economic Sciences, Associate Professor, Department of Economics and Finance, Perm National Research Polytechnic University, е-mail: tolstobrova@mail.ru.

Elena K. Klimova – Senior Lecturer, Department of Economics and Finance, Perm National Research Polytechnic University, е-mail: klimovalk@gmail.com.

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2. Tolstobrova N.A., Klimova E.K. Rekonstruktsiia kontseptsii planirovaniia nalogovykh proverok soglasno st.54.1 NK RF [Reconstruction of the concept of tax check planning according to CL.54.1 of the tax code of the Russian Federation]. Problemy ekonomiki i iuridicheskoi praktiki, 2018, no. 2, pp. 137–142.
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The article presents the results of a mathematical survey of the financial pyramid – a credit consumer cooperative operating in the Republic of Komi and Kirov in 2014–2017. The gist of the “financial pyramid” concept is defined; the main features of financial pyramids are generalized, among which the most notable are promises of high guaranteed revenues on the funds borrowed, payments to older depositors by the money of newcomers, large-scale and aggressive advertising campaign, low level of information transparency, lack of information about the management team and organization details, requirements to pay initial contribution or a registration fee. The paper reviews new forms of financial pyramids functioning in the modern digital space, such as mutual aid funds, HYIP projects, economic games with money withdrawal, matrix network marketing, disguised financial pyramids, and specific types of financial pyramids.

The analysis of the criminal case data give credibility to the role of mathematical survey in identifying the signs of a financial pyramid in the organization’s activities prior to its bankruptcy. The original financial pyramid model with a constant increase in customers allowed us to build a trend line that represents the dynamics of the depositors of the credit consumer cooperative from April 2014 to September 2016 (inclusive), as well as to plot and calculate the saturation point of the financial pyramid, i.e. the limit that marks further inability to make full payments to the stakeholders of the credit consumer cooperative.

Keywords: financial pyramid, mathematical survey, continuous models, deterministic models,
financial pyramid model with a constant increase in customers, credit consumer cooperative.

Natalya V. Ruzhanskaya – Candidate of Economic Sciences, Associate Professor, Head of the Department of Economics and Management, Komi Republican Academy of State Service and Administration, e-mail: natasharug@mail.ru.

Andrey E. Yukhtanov – Undergraduate Student, Department of Applied Mathematics and Mechanics, Perm National Research Polytechnic University, e-mail: andruha3108@yandex.ru.

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The mathematical methods of the system analysis were applied to advance the qualitative theory of dynamics of the number of people involved in non-profit organizations (NPOs) in the Russian Federation. The differential equations were produced to evaluate a relative growth rate of the number of people in NPOs. Two groups of the determined differential equations are considered to reflect dynamics of the total number of people in NPOs: the ordinary differential equations in which a relative growth rate is a function of the number of people outside NPOs, and the equations where the relative rate is a function of time. Solving the differential equation of the first group results in analytical dependence for a relative input of people in the sphere of NPOs, allowing predictions on the variable’s temporal behavior. The second group of the equations enables to prove theoretically a choice of functional dependence of a relative growth rate of the number of people. The results of the theoretical analysis can be used to build a simulation model for dynamics of the number of NPOs in an effort to discover the influence of NPOs on the experimentally measured indicators of the population’s quality of life.

Keywords: non-profit organizations (NPOs), system analysis, relative rate of growth of NPOs, differential equations, simulation modeling, population’s quality of life.

Aleksandr V. Bolotin – Candidate of Chemical Sciences, Associate Professor, Department of Industrial and Civil Engineering, Northeast State University, Polytechnic Institute, е-mail: alexandr_bolotin@mail.ru.

Anastasiya A. Lunegova – Candidate of Economic Sciences, Associate Professor, Department of Technical Disciplines, Perm National Research Polytechnic University, Lysva Branch, е-mail: laaru@rambler.ru.

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With the transition to a post-industrial society, a progress in the long-term socio-economic development of the country is largely determined by the results of higher education institutions and, above all, their financial-and-economic performance. Currently, there exist a number of methods to assess performance of the Russian universities, yet, none of them provides complete and accurate picture of their financial and economic condition. The reason, in our opinion, is rooted in an overgeneralized logic of methods for assessing the efficiency of the Russian universities, neglecting the specifics of universities of various types, the latter being determined by the difference in their financing models. The article analyzes the logic of methods of assessing performance of the Russian universities, that permitted to elucidate the ultimate and permissible levels of generalization of the object considered in the methods of evaluation and adequate objects for evaluation methods. As a result, we conclude that at present the Russian research literature does not encompass any method of evaluation that can fully and reliably assess the financial and economic activities of the Russian universities. In fact, such a method should integrate three evaluation techniques: one for state-owned public universities, one for state budgetary and autonomous universities, and one for non-state universities; all three are absent in the scientific literature of the Russian Federation.

Keywords: higher education, logic of assessment methodology, object of observation, object of research, monitoring of universities, financial regulation, efficiency of universities, budgetary institution, autonomous institution, financial and economic activity.

Dmitry V. Popov – Assistant Lecturer, Department of Financial Market and Institutions, Novosibirsk State University of Economics and Management, e-mail: dmit-popov@yandex.ru.

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The functioning of any technical or economic system is associated with regulation or management of the system parameters and indicators. The certain number of indicators characterizing a technical degree of production, product quality and labor efficiency may be combined to build mathematical models. In the initial context, they include a profile of production state, enabling optimized innovation effects to reach ambitious rates of accurate economic indicators. To describe a system, it is necessary to single out its elements, levels of organization, structure, functions and indicators.

The system should track changes in its indicators and give an objective assessment of their management. It consists of two components: the primary external environment which includes system input and output, contacts with the external environment, reverse contact (an inward look), and the secondary internal structure – a set of interrelated components that produce effects of a predominant subject onto the object and the system goal achievement (a look from inside). Besides the system indicators the system description includes the ways of their linkage, as well as information about the system's capabilities that could ensure the achievement of the set goal (or numerous goals in the case of multi-purpose system) and the strategy for future development. By analyzing the external and internal climate, indicators are established, which assessment and regulation ensures the progressive development of the organization. In determining the possible effects of external and internal conditions, certain boundary conditions are attributed; if they are violated, the development of the organization may cease, ending in some cases with bankruptcy.

Keywords: model, indicator, analysis, external and internal environment, competitiveness, output, products, organization, management, calculation algorithm, formation, value, system.

Komildzhon S. Raupov – Candidate of Economic Sciences, Senior Lecturer, Department of World Economy, Khujand Polytechnical Institute of Tajik Technical University named after Academician M.S. Osimi, komiljon001@mail.ru.

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