Internal Environment Research Articles

Dispersion of antimicrobial resistant bacteria in pig farms and in the surrounding environment

BackgroundAntimicrobial resistance has been identified as a major threat to global health. The pig food chain is considered an important source of antimicrobial resistance genes (ARGs). However, there is still a lack of knowledge on the dispersion of ARGs in pig production system, including the external environment.ResultsIn the present study, we longitudinally followed one swine farm located in Italy from the weaning phase to the slaughterhouse to comprehensively assess the diversity of ARGs, their diffusion, and the bacteria associated with them. We obtained shotgun metagenomic sequences from 294 samples, including pig feces, farm environment, soil around the farm, wastewater, and slaughterhouse environment. We identified a total of 530 species-level genome bins (SGBs), which allowed us to assess the dispersion of microorganisms and their associated ARGs in the farm system. We identified 309 SGBs being shared between the animals gut microbiome, the internal and external farm environments. Specifically, these SGBs were characterized by a diverse and complex resistome, with ARGs active against 18 different classes of antibiotic compounds, well matching antibiotic use in the pig food chain in Europe.ConclusionsCollectively, our results highlight the urgency to implement more effective countermeasures to limit the dispersion of ARGs in the pig food systems and the relevance of metagenomics-based approaches to monitor the spread of ARGs for the safety of the farm working environment and the surrounding ecosystems.

지정학/지경학의 이중 도전과 한국의 경제안보 전략

This article sheds light on the dual nature of South Korea's economic security strategy: long-term continuity and changes that reflect structural shifts in the internal and external environment. South Korea’s economic security strategy has undergone several phases of transformation from the early 1960s to the present, while maintaining continuity. The continuities of South Korea’s economic security strategy are the combination of geopolitics and geo-economic responses, the lack of economic coercion, the mercantilist character, and the industrial policy-based strategy. One can also find a change in South Korea’s economic security strategy in that it closely integrates high technology into its economic security strategy. Specifically, it involves reducing vulnerabilities in the supply chain of high-tech industries, strengthening high-tech capabilities, and combining industrial policy and high-tech strategies.

The Integrative Relationship between Functional and Aesthetic Values in Modern Interior Design and Their Impact on Space

The study of the multiple design patterns with their different elements, determinants, and forms is considered one of the most important basic factors that affected the formation of the features and identity of modern interior design. Such study aims at analyzing the relation of humans to interior design and exploring the effect of this relation on the design patterns of interior space in which the individual lives. The interior space is a product of an integrated mixture of patterns, elements, determinants and material and non-material influences that affected and were affected by humans. These influences ultimately led to the production of an experience rich with concepts and values ​​that contributed to raising the level of functional and aesthetic potential of the interior space. Thus, the interior space interacts with individuals to form an internal environment characterized by high physical and functional, capacity and unique and distinctive aesthetic appearance. This study attempts to present the concept of modern interior design and its multiple design patterns and to find the integrative relationship between style, function and aesthetics in interior design. It focuses on the modern style of interior design with the purpose of creating a satisfactory design from a functional and aesthetic point of view by relying on analysis, planning and choosing the appropriate design style according to the scientific and practical foundations and determinants that the interior designer resorts to when starting the design process, which contributes to bringing satisfaction and pleasure to the souls of individuals and satisfies their utilitarian and aesthetic needs at the same time. This study used the descriptive analytical approach in its theoretical framework to identify the patterns of modern interior design and their impact on the functional and aesthetic values ​​of the interior space. Then it moved to discussingt the features and principles of each design style and the importance of these patterns in supporting and enhancing the functional and aesthetic aspects of interior spaces with their different types and functions. The study was concluded: with emphasis on the role of multiple design patterns in supporting and enhancing the functional and aesthetic aspects of the interior space according to the foundations and standards defined by each style, and its impact on the interior space and the individual user. Based on these results, this research study called on interior designers to study modern interior design patterns comprehensively and deeply in order to reach a comfortable interior space with features and identity characterized by highly efficient functional values ​​and aesthetic dimensions of a special design character. Keywords: style, Functionality, Aesthetics, Modern interior design.

Концептуальные основы кластеризации региональной экономики в целях обеспечения ее устойчивого развития и роста инвестиционной привлекательности

The article substantiates that today the regional cluster is becoming an important tool for spatial development, possessing such a unique set of characteristics as adaptability to changes in the external and internal environment (the level of cluster development determines the speed of such adaptation), the innovativeness of the processes taking place in it and the focus on continuous development, as well as great opportunities for the formation of a closed production cycle and the transition to functioning on the principles of a circular economy, This is the most important goal of the sustainable development strategy not only for an individual business entity, but also for the entire region. In his research, the author analyzes the full range of effects that the cluster has on the development of the region and regional enterprises, schematizes the process of interaction between the key blocks of the regional cluster, and also develops an algorithm for the formation and development of regional clusters in order to enhance investment activity in the region.

SELECTION AND IMPLEMENTATION ALTERNATIVES FOR THE MARKETING STRATEGY OF ENTERPRISE MANAGEMENT

The purpose of the article is to justify modern approaches to the choice of marketing strategies and to develop practical recommendations for their implementation and management in the activities of agricultural enterprises. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The article examines the essence of the peculiarities of the system of strategic management of marketing activities of agricultural enterprises, provides a description of marketing strategies for managing the development of the enterprise, outlines methodical approaches to assessing the level of potential of marketing strategies in the activities of agricultural enterprises. The paper formulates the key objectives of marketing activities and allocates the tasks that are key in developing a marketing strategy. Thus, having analysed most of the classifications of marketing strategies, it can be concluded that strategies are developed for each individual enterprise depending on the mission of the enterprise, tactical and strategic development goals. It has been established that when choosing a marketing strategy it is necessary to concentrate efforts on the set goals, main features of the marketing strategy, such as: long-term orientation, based on the results of strategic marketing analysis, certain subordination in the hierarchy of corporate strategies, determined market orientation of activity (in relation to consumers and competitors). In addition, the company's marketing strategy determines its strengths, which allow it to win in competition. Practical results. The publication identifies specific features of marketing management of formation and implementation of strategies of innovative development of agricultural enterprises. The main factors of the external and internal environment that determine the adaptation of marketing activities and the management system of agricultural enterprises to their changes are noted. The proposed system of the competitive strategy of the enterprise, which includes a separate set of strategies: the ability to form competitive advantages, the application of the competitive strategy and the effective use of the competitive strategy of the enterprise. Value/Originality. The article systemises main types of marketing strategies, competitive strategies and strategies of innovation development. The competitive approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways of achieving competitive advantages can be used: the marketing strategy of the leader and the strategy of sustainable development of the competitive environment.

Dimensions of corporate culture and financial performance: Evidence from Chinese publicly listed companies

Corporate culture is the soul of the enterprise and plays a vital role in creating corporate cohesion and improving business performance; in many cases, the role of corporate culture on business performance is not direct, but there are a series of intermediary influencing mechanisms. Most of the current academic circles have studied the influencing mechanism between corporate culture and business performance from the perspective of dynamic matching. Still, there is a lack of research results based on the theoretical perspective of Edgar H. Schein's corporate culture dimensions. Based on Edgar H. Schein's theoretical perspective of corporate culture dimensions, this study explores the influencing mechanism between corporate culture and the business performance of Chinese listed companies from the dimensions of corporate governance culture in the external environment and corporate governance culture in the internal environment. It conducts empirical research using the data of A-share listed companies in China's Shanghai Stock Exchange and Shenzhen Stock Exchange as samples. The results are twofold. First, the adaptability of the enterprise's external environment has a significant and positive effect on the Weighted average return on net assets in the financial dimension; it has a substantial and positive impact on customer satisfaction in the non-financial dimension. Second, internal corporate governance culture has a significant and positive effect on weighted average return on net assets, Debt-to-Equity Ratio, Earnings per share in financial dimensions, Percentage of highly educated employees, customer satisfaction survey, and non-financial dimensions. Percentage of highly educated employees, Customer Satisfaction, Customer retention rate, and R&D investment as a percentage of operating income in non-financial dimensions have significant positive effects. The findings of this study provide theoretical and practical guidance for Chinese listed companies to strengthen the construction of external environment adaptive culture and internal corporate governance culture.

ADAPTIVE STRATEGIES FOR MANAGING THE COMPETITIVE POTENTIAL OF AN ARCHITECTURAL AND CONSTRUCTION COMPANY

Introduction. Adaptive strategy is a key in the modern business environment as it allows businesses to respond effectively to changes in market conditions and ensures their competitiveness. The adaptive strategy for managing the competitive potential of the architectural and construction company was not investigated at the level of a separate study. The purpose of the study is to determine the nature and characteristics of an adaptive strategy for managing the competitive potential of an architectural and construction company. The process of forming the competitive potential of the company as a comprehensive strategy of actions aimed at achieving competitive advantages over a certain period of time is considered. The strategies of growing, stabilising, surviving and adapting are analysed. The principles, functions and stages of operation of the adaptive management system are the subject of the article. According to the authors, an adaptive strategy for managing the competitive potential of architectural and construction companies is an approach aimed at continuously adapting the company’s management strategies to the changing internal and external environment in which it operates. This approach implies flexibility and readiness for rapid response to changes in market conditions, technologies, competition, legislation and other aspects of activity. It has established that a flexible organisational structure, staff competence and continuous improvement of products and services are the components of the adaptive strategy methodological triangle. Using such a methodological triangle allows architectural and construction organisations to be flexible and adaptable to changes in the competitive environment, to adapt quickly to new conditions and to maintain their competitiveness. According to the authors, the characteristics of the adaptive strategy for managing the competitive potential of architectural and construction companies include the following aspects: intellectual capital of companies in the field; ensuring the uniqueness of products in a particular market segment; pricing; ensuring the quality of products and services; availability of financial resources; information and innovation activities; introduction of resource-saving technologies in a construction company; use of innovative approaches to the design, construction and operation of buildings. The results of the study can be used in the process of formation and implementation of adaptive strategies for managing the competitive potential of the architectural and construction company.

Certain aspects of the systemic etiopathogenesis of dystrophic-inflammatory periodontal diseases (a literature review)

Aim. To study the main pathogenetic mechanisms in the development of dystrophic-inflammatory periodontal diseases by analyzing scientific research results covered in current specialized literature. Material and methods. Searching, systematization, processing and analysis of scientific sources, which present modern theories of pathogenesis and development of dystrophic-inflammatory periodontal diseases. Results. The conducted data analysis from modern literary sources proves that the progression of dystrophic-inflammatory periodontal diseases depends not only on the development of local inflammation in the periodontal tissues caused by the dental plaque microflora, but also it is a reaction to the influence of systemic factors. They lead to profound changes in the body internal environment and, as a result, to structural damage of the periodontal tissues. At the same time, the results obtained do not allow the authors to clearly assess the nature of these relationships and require further in-depth studies. Conclusions. Understanding the pathogenetic mechanism of periodontal diseases allow developing optimal measures for their diagnosis, prevention and treatment.

Инновационная среда России на современном этапе развития экономики

Modern leadership of economies is ensured by the trend of innovative development. Innovation-oriented economic growth is the number one issue for developed countries. The new stage of Russia's technological development, achievement of technological sovereignty requires new actions. An important condition for the implementation of in-novation activity is the innovation environment. Effective development of innovation environment favors innovative development. This article analyzes the external conditions and internal environment defined as the innovation environment. The article analyzes the current state of Russia's innovation environment on the basis of international inno-vation indices and ratings affecting various aspects of countries, participants, statistical surveys of innovation process-es in the Russian economy. The peculiarities of Russia's innovative development in the scientific and production, insti-tutional environment, the totality of resources, the characteristics of internal capabilities have been revealed. It is estab-lished that the positions of intellectual, material and infrastructural factors, the degree of impact of the results of inno-vation activity on the economy and society are low. Indicators demonstrate insufficient efficiency of resource utiliza-tion, the results of scientific and technological innovation activity. The efficiency of innovation activity of economies depends on the state scientific, technological and innovation policy that provides incentive priority development of various industries, institutional conditions that ensure technological leadership, research and development work for enterprises that create innovative products. Thus, it is necessary to increase the level of innovation activity of economic entities, to increase the amount of funding for research and development, the implementation of measures contributing to the innovative development of the Russian Federation.

Technologies of adaptive management as a mechanism for ensuring the stability of the development of companies

In this article, the essence of technologies, characteristics and analysis of the phases of business process implementation in project activity under adaptive management are established. Project structuring, allocation of main tasks based on systems theory and development of a functional project management system as a whole become important in adaptive management. It is necessary to consider the activities of development companies comprehensively, relying on the organizational structure through the preparation of real plans, based on the knowledge of all specialists - executors of the works. The activities of companies are clearly structured into processes, which in turn are divided into functions. At the same time, all participants in any project activity are the main elements of the company's structure, as they ensure the practical implementation of the idea and concept. Present-day problems in the organization and management of development companies that arise under the conditions of the functioning of business processes are revealed.Adaptive management is characterized by the choice of a financing strategy for the companies' activities. But it consists in ensuring, through certain actions, the closure of financing needs and the transition from the current capital structure to the future one. In this situation, one-part and parallel use of different funding sources and schemes occurs.The authors indicated the formation of mechanisms for the stable functioning of companies through a process approach. The environment has an impact on the implementation of any project: it is necessary to be able to determine, calculate and take into account the impacts: economic, social, financial, managerial, technological, technical and execution terms, that is, the external and internal environment. Under certain conditions, each of these impacts can be critical for the project and lead to its liquidation.The article notes that all information from all those responsible for business processes are formed into a single industry model that ensures stable functioning.The authors attach an important place to the information system of management, accounting, analysis of project implementation, actualization of problems of operational plans and professionalism of specialists.New approaches and improved methodology for ensuring the stability of the functioning of companies using adaptive management are proposed.

Optimization Analysis of Human Resource Management Strategies of Nantong University, a Local Comprehensive University in China

This study analyzes the current situation and challenges of Nantong University amid the rapid development of higher education, addressing aspects such as faculty structure, administrative management efficiency, and promotion mechanisms. Through questionnaire surveys and field research, coupled with SWOT analysis and various theoretical methods, a comprehensive analysis was conducted on Nantong University’s internal and external environment. The study proposes an improved comprehensive development strategy and implementation measures, which include updating management concepts, strengthening professional training, optimizing employment conditions, and improving salary systems. Ultimately, this study provides practical strategies for human resource management and the transformational development of Nantong University and other local comprehensive universities.

Оцінювання тенденцій фінансового результату збутової діяльності виробничого підприємства

The article discusses the main principles of forming the financial result of the sales activity of the business entity. At the same time, the main attention is focused on the evaluation of the trends of changes in the gross profit of the manufacturing enterprise. The main factors influencing its change under martial law are outlined. It has been proven that timely monitoring of the results of sales activity requires the use of economic and mathematical methods and models for estimating gross profit. The means of econometric modeling provide for the selection of the most significant factors of its change, assessment of the density and closeness of the connection, the share of influence of the selected factors on the performance indicator, modeling and further forecasting of the gross profit. The trends of changes in the result of the sales activity of the manufacturing enterprise over the last fifteen years were analyzed. The main problems have been identified and the ways to overcome problematic areas of sales activities have been outlined. It is substantiated that in order to overcome the mentioned troubles, it is necessary to apply the correlation-regression analysis of the gross profit of the manufacturing enterprise. At the same time, the most influential factors of its change were chosen: the volume of sales of the main type of products, the cost of goods and retained earnings (uncovered loss). The result of the conducted research is the construction of multifactorial econometric models of the formation of the gross profit of the manufacturing enterprise. It was established that all these models are adequate according to the coefficient of determination and Fisher's test. Therefore, gross profit forecasting for the next two years was carried out based on them. The forecasting process was carried out on the basis of the assumption of a one percent change in the selected factors and on the basis of the trends existing at the production enterprise. The forecasting results are of a recommendatory nature and can be applied in accordance with changing business conditions. Forecasting changes in factors, using the TREND function, leads to a rapid increase in gross profit. Applying an expert assessment of changes in factors proves a more optimistic prediction of the size of the gross profit of the manufacturing enterprise. The work offers several possible options for changing the result of sales activities in accordance with the dynamics of changes in the selected factors. The relevance of the provided information will allow not only to evaluate the existing trends regarding changes in gross profit, but also to choose the best result depending on the dynamism of the internal and external environment of the production enterprise.

Dynamic Approach to the Development of Basic Management Tools in Processes of Strategic Management

The article provides results of methodological research dealing with dynamics of basic management tool development used in strategic management. These tools used for elaborating strategy of companies in different industries proved their practical usefulness and caused no doubt in the necessity of their use for many decades. However, objective changes in the world, including the sphere of strategic management have led to the need to revise a number of key methods and tools of management used for strategy elaboration. Extreme complexity of today’s world results in diversity of approaches and tools for shaping and realizing strategies. The author substantiated the necessity of this revision and described outdated components of the SWOT-analysis, the method of management by goals, SMART criteria in goal-setting, development of business-processes, forecasting and some other methods. Serious changes in using these methods in advanced companies were discussed and necessary upgrading connected with growing dynamic and controversy of processes in internal and external environment was highlighted. The use of renewed management tools in strategic management can allow us to get serious results both in strategy elaboration and in its actualization and realization in practice.

CPPLS-MLP: a method for constructing cell-cell communication networks and identifying related highly variable genes based on single-cell sequencing and spatial transcriptomics data.

In the growth and development of multicellular organisms, the immune processes of the immune system and the maintenance of the organism's internal environment, cell communication plays a crucial role. It exerts a significant influence on regulating internal cellular states such as gene expression and cell functionality. Currently, the mainstream methods for studying intercellular communication are focused on exploring the ligand-receptor-transcription factor and ligand-receptor-subunit scales. However, there is relatively limited research on the association between intercellular communication and highly variable genes (HVGs). As some HVGs are closely related to cell communication, accurately identifying these HVGs can enhance the accuracy of constructing cell communication networks. The rapid development of single-cell sequencing (scRNA-seq) and spatial transcriptomics technologies provides a data foundation for exploring the relationship between intercellular communication and HVGs. Therefore, we propose CPPLS-MLP, which can identify HVGs closely related to intercellular communication and further analyze the impact of Multiple Input Multiple Output cellular communication on the differential expression of these HVGs. By comparing with the commonly used method CCPLS for constructing intercellular communication networks, we validated the superior performance of our method in identifying cell-type-specific HVGs and effectively analyzing the influence of neighboring cell types on HVG expression regulation. Source codes for the CPPLS_MLP R, python packages and the related scripts are available at 'CPPLS_MLP Github [https://github.com/wuzhenao/CPPLS-MLP]'.

Electroacupuncture stimulation enhances the permeability of the blood-brain barrier: A systematic review and meta-analysis of preclinical evidence and possible mechanisms.

An important cellular barrier to maintain the stability of the brain's internal and external environment is the blood-brain barrier (BBB). It also prevents harmful substances from entering brain tissue through blood circulation while providing protection for the central nervous system. It should be noted, however, that the intact BBB can be a barrier to the transport of most drugs into the brain via the conventional route of administration, which can prevent them from reaching effective concentrations for the treatment of disorders affecting the central nervous system. Electroacupuncture stimulation has been shown to be effective at opening the BBB in a series of experimental studies. This study systematically analyzes the possibility and mechanism by which electroacupuncture opens the BBB. In PubMed, Web of Science, VIP Database, Wanfang Database, and the Chinese National Knowledge Infrastructure, papers have been published for nearly 22 years aimed at opening the BBB and its associated structures. A comparison of EB content between electroacupuncture and control was selected as the primary outcome. There were also results on vascular endothelial growth factor (VEGF), nerve growth factor (NGF), P-Glycoprotein (P-gp), Matrix Metalloproteinase 9 (MMP-9), and glial fibrillary acidic protein (GFAP). We utilized Review Manager software analysis to analyze correlations between studies with a view to exploring the mechanisms of similarity. Evans Blue infiltration forest plot: pooled effect size of 2.04, 95% CI: 1.21 to 2.87, P < 0.01. These results indicate that electroacupuncture significantly increases EB penetration across the BBB. Most studies have reported that GFAP, MMP-9, and VEGF were upregulated after treatment. P-gp expression decreased as well. Electroacupuncture can open the BBB, and the sparse-dense wave is currently the most effective electroacupuncture frequency for opening the BBB. VEGF plays an important role in opening the BBB. It is also important to regulate the expression of MMP-9 and GFAP and inhibit the expression of P-gp.

Under Performance; Why Intrapreneurial Strategies and Operating Environment Matter in Fixing Performance of Public Universities in Kenya

The Kenyan government in 2023 unveiled a new funding model aimed at promoting affordable and equal access to higher education as well as breath life to public universities that would otherwise collapse due to financial challenges. Improvements in performance is seen through intrapreneurial strategies and that is the focus of this study. The unit of analysis was 20 public universities and the unit of observation was 400 participants. A combination of descriptive and explanatory research designs was used. A semi-structured questionnaire was used to collect primary data; which was analysed using descriptive and inferential statistics and content analysis. Multiple regression models were used to test the association between variables. The study found a statistically significant (β-0.620, p=0.000&lt;0.05) and partially moderating influence of operating environment between intrapreneurial strategies and performance of public universities in Kenya. The study concluded that the operating environment moderates the relationship between intrapreneurial strategies and performance of public universities in Kenya. The study recommends that Vice-Chancellors of public universities should adopt innovativeness, pro-activeness, risk-taking and self-renewal intrapreneurial strategies with an awareness of the external and internal operating environment. as they have a significant and positive relationship with performance. The study also recommends that the Ministry of Education, Government of Kenya and relevant policy makers should institute reforms and organise forums that promote intrapreneurship adoption within the public universities to promote overall organisational performance.

Effect of suspended solids from anaerobic digested wastewater on performance and microbial community of autotrophic nitrogen removal process

Most anaerobically digested wastewaters have high concentrations of suspended solids, while little is known about whether they adversely affect the performance of the autotrophic nitrogen removal process. In this work, using air-lift internal circulation reactor we studied the effect of suspended solids on the autotrophic nitrogen removal process by adding 600–900 mg/L suspended solids from digested swine wastewater to the influent (R–SS). The results showed that during the formation of autotrophic nitrogen removal granular sludge, suspended solids containing Ca, Mg, Cu P, and Pb can enter the granular sludge, occupy the ecological niche of anammox bacteria, lead to loose internal structure, and damage the internal anoxic environment. It then reduces the settling performance in the R–SS, causes heavy wash-out of granular sludge from the R–SS reactor (2.5 times more than the control, R–CK), and finally reduces the maximum nitrogen removal rate of the autotrophic nitrogen removal process from 5.16 kg N/m3/d to 4.31 kg N/m3/d. Meanwhile, the metagenomic analysis showed that suspended solids reduce the relative abundance of reads from key nitrogen genes of anammox bacteria yet increases reads from both nitrite-oxidizing and denitrifying bacteria, especially nir and nor genes. Further analysis of 16 highly abundant genomes assembled via metagenomics showed that suspended solids decrease the relative abundance of Kuenenia_seed103, an anammox bacterium, from 13.36% (R–CK) to 11.03% (R–SS). Since suspended solids can act as a carbon source for denitrifiers to compete with nitrite or nitric oxide with anammox bacteria, the denitrifier community has progressed from a simple denitrifier consisting of only one or two denitrification steps (nar or nos) that acts as an ammonia and nitrite sink to a complete one that directly reduces nitrite to nitrogen gas. This study will lay a good foundation for its application in wastewater treatment.

An RTK UAV-Based Method for Radial Velocity Validation of Weather Radar

The quality of weather radar affects the reliability and effectiveness of monitoring severe convective weather. Therefore, rigorous calibration and validation are the foundation for the quantitative application of weather radar. Among the available methods, radial velocity validation is of great significance for reducing the false alarm rate in the identification of tornadoes and thunderstorms. Based on the traditional method that utilizes internal and external instrument radar velocity measurements, we propose a weather radar radial velocity validation method that uses RTK UAV to simulate external targets. In addition, according to the characteristics of the UAV application scenarios, we introduce the evaluation parameter of optimal absolute accuracy to supplement the original parametric system. The experimental results show that the evaluation parameter of optimal absolute accuracy can effectively reduce the interference caused by the systematic deviation of the UAV due to the internal and external environment, which can affect the validation results. When the UAV velocity is not greater than 10 m/s, the optimal absolute accuracy of the radial velocity validation is less than 0.05 m/s, which is essentially consistent with the external instruments’ measurement results. This method can be effectively applied to the procedural handling of weather radar radial velocity validation. It is significant for ensuring the accuracy and quality of weather radar radial velocity measurements and improving the effectiveness of radar velocity data applications.

Shopping Center Marketing Strategy in Increasing Visitor Traffic in Manokwari City Mall

This research aims to analyze marketing strategies in increasing visitor traffic at the Manokwari City Mall Shopping Center as one of the well-known shopping centers in Manokwari Regency. The formulation of the problem in this research is what the marketing strategy is at the City Mall shopping center in Manokwari City and what is the company's SWOT analysis. This research is field research using descriptive qualitative methods and SWOT (Strength, Weakness, Opportunities, Threat) analysis as a tool for identifying the company's internal and external environment. In this research, researchers made observations, then collected data through in-depth interviews with managers and the company's marketing division, as well as documentation to support the research. The research results show that Manokwari City Mall has shown success in increasing visitor traffic, although this increase is not of great value, it is able to provide changes at a better level than the previous year. From the results of the SWOT analysis diagram, it shows that the company is in the SO area, meaning that Manokwari City Mall in carrying out its marketing must be aggressive by taking advantage of existing opportunities and strengths. This aggressive strategy includes carrying out maximum and creative promotions, establishing new collaborations with investors and tenants, or utilizing technology and the environment as marketing support tools. Apart from that, the provision of events and outreach to the community must always be improved so that more and more people visit Manokwari City Mall

SUSTAINABLE DEVELOPMENT OF A TRANSPORT ENTERPRISE: ASSESSMENT, PROJECT, AND MECHANISM OF STRATEGY INTEGRATION

The aim of this study is to improve the methodology for assessing the level of sustainable development of a transport enterprise, as well as to develop a project and mechanism for integrating the strategy of sustainable development as one of the functional strategies of the marketing management concept for harmonizing interests with stakeholders. To achieve the set goal, a number of modern interdisciplinary research methods and techniques were used, including abstract-logical methods such as analysis and synthesis, induction and deduction; generalization - for reviewing information sources, studying domestic and foreign experience; systemic analysis - for a comprehensive understanding of the research object and a complex analysis of relationships between elements within the defined problem as a whole; problem-oriented approach - for scientific justification of the methodology for assessing the level of sustainable development of a transport enterprise. The study discusses widely accepted methodological approaches to assessing sustainable development, one of which was taken as a basis, slightly modified and supplemented with indicators reflecting the content of the marketing management concept, taking into account the interests of stakeholders, and improved in terms of mathematical logic. It was proposed to distinguish a separate component of sustainability – risk sustainability, which generally refers to the internal property of a system that contributes to preserving its integrity in the face of various disruptive influences from the external and internal environment. Furthermore, based on the improved methodology for assessing the level of sustainable development of a transport enterprise, a project "Designing Sustainable Development of a Transport Enterprise" has been launched. Its goal is to integrate the principles of the concept of sustainable development into the enterprise's marketing management system. The implementation of the developed functional strategy for managing the sustainable development of a transport enterprise is based on the Balanced Scorecard toolkit, which allowed presenting goals for each area of sustainable development in the form of a hierarchy and decomposition, aligning general and specific interests, taking into account the interests, goals of the enterprise, and key stakeholders. Measures were also taken, including the use of marketing communication tools, for reflexive interaction with stakeholders, operational controlling to align interests, processes, and goals of marketing management. The theoretical conclusions, approaches, and recommendations proposed in the article can be used to assess the level of sustainable development of a transport enterprise and to implement a mechanism for integrating the strategy of sustainable development and the marketing management system based on the Balanced Scorecard toolkit and controlling to harmonize the goals of market-oriented enterprise management and the goals, interests of key stakeholders.