Long-term Vision Research Articles

The land degradation neutrality management enablers, challenges, and benefits for mobilizing private investments in Pakistan

Limited investments in land degradation neutrality (LDN) are causing environmental degradation and are the main barriers to socioeconomic development worldwide. Therefore, it is crucial to meet the target 15.3 of the Sustainable Development Goals to achieve soil neutrality by 2030 at the national level. Therefore, the primary purpose of this study is to find critical enablers, challenges, and benefits of LDN and develop a new administrative management framework for mobilizing private investments according to local financial market conditions. To achieve this research objective, the authors selected 14 degraded districts in four provinces of Pakistan. The data for this study were collected from 63 institutions that were directly or indirectly involved in land degradation risk prevention and management. The research evaluation process comprises a mixed-method approach to infer institutional survey data analysis. The interpretation of the results was based on two important dimensions, including 12 survey statements. From the perspective of LDN management (LDNM) enablers, the government’s long-term vision and strong commitment were validated as top-ranked measures among the six enablers for the implementation of LDN. The development of horizontal and vertical coordination mechanisms for the LDN is the second-most critical enabler. While developing public-private partnership (PPP) policies, procedures and services are perceived as the third most potent enabler. In terms of LDNM challenges and benefits, raising awareness of the LDN concept, capacity development, and LDN market risk assessment are identified as the main challenges. However, developing a green economy, securing social needs, and ensuring ecological sustainability are vital benefits. This study makes theoretical and practical contributions to the field of LDNM. Theoretically, this study contributes to the LDNM framework based on complexity theory by integrating transaction cost logic to execute win-win PPP agreements. Practically, to meet different market conditions, this study suggests three PPP models: special credit lines, risk-sharing facilities, and land protection performance contracts. These inputs will provide insight into what the government needs to develop for land use policy, promote LDN investments, and forge new partnerships between local financial institutions and landscape stakeholders.

Agriculture for Development: Analytics and Action

For many poor countries and for a majority of poor people in the world, agriculture broadly defined can be one of the most effective instruments for development. Yet using agriculture for development, while widely advocated in the development profession and effectively practiced by a number of countries, remains too often well below potential. At the invitation of the editors of the Annual Review of Resource Economics, we retrace how we have used our academic and activist careers to promote agriculture as an instrument for development. We show how access to assets, the design of agrarian institutions, the creation of income opportunities for rural households, and understanding their behavioral responses can lead to successful modernization of agriculture and its transformation toward farming systems, value chains, and local rural nonfarm economies instrumental for development. We encourage younger colleagues to pursue and fulfill this mission by combining analytical rigor, attention to behavior, commitment to activism, and a long-term vision of the development process.

JULES JANSSEN, THE BIRTH OF SOLAR PHYSICS, THE FOUNDATION OF MEUDON OBSERVATORY, AND THE MONT BLANC ADVENTURE (1875-1895)

Jules Janssen is a well known astronomer. In 1868 he introduced the spectroscopic technique to observe solar prominences. He also invented innovative methods in imagery and photography. This paper focuses on the period from the foundation of Meudon Observatory, associated with the birth of astrophysics and solar physics in France, to the Mont Blanc saga, with the creation of the observatory and the three scientific ascents by Janssen to the top of the mountain. As most documents are written in French, this fantastic and unbelievable adventure at the end of the nineteenth century, deserves to be told in English, and it reveals the long-term vision of Janssen's astronomy. It involved specialized instruments, located in well-chosen places where atmospheric interference was minimized. High altitude observations, from Mont Blanc (or from balloons, also experienced by Janssen), prefigure space astronomy which developed much later. Thus, Janssen appears as a precursor of modern astronomy, well ahead of his time.

Peculiarities of implementation of lifelong learning policy in Turkey

The relevance of the study is due to the fact that in the 21st century, lifelong learning is recognized as one of the key pillars of education, closely intertwined with human development and financial growth. It is determined, that in recent years, major universities, governments and non-governmental organizations around the world continue to discuss the practice of lifelong learning. Being in the process of full membership in the EU, Turkey continues to comply with international norms and standards and comply with the established requirements.
 The institutional efforts to support and disseminate adult education in Turkey, strengthen the vocational education and training system in the context of the implementation of the concept of lifelong learning were analized. It has been found, that in Turkey, the concept of lifelong has recently been seen as a model of approach to education and training. Turkey has been shown to need a long-term vision and strategy for adult learning as part of a broader lifelong learning strategy in order to increase adult learning opportunities.
 The generalization of Turkey's progressive experience revealed the peculiarities of the implementation of lifelong learning policies, namely: ensuring the unity of national culture; implementing a strong policy of justice and equality in education; promotion of civic education; active participation in lifelong learning systems in order to build a competitive knowledge economy for the EU; promoting the literacy skills of Turkish citizens; training of qualified people in need of society; adaptation of non-formal and adult education to lifelong learning.
 The generalization of vectors for expanding opportunities for adult learning in Turkey has identified promising areas for adult education in Ukraine, namely: investing in the expansion and diversification of learning spaces or opportunities in the field of lifelong learning; updating programs to support parents of young, children and adolescents; organization of trainings on raising awareness and skills of multi-literacy; recognition of certificates in the process of lifelong learning and non-formal education; conducting research on social consciousness for lifelong learning processes; supporting the development of a long-term adult learning strategy; expanding opportunities for adult learning, etc

Revisiting entrepreneurial governance in China’s urban redevelopment: a case from Wuhan

ABSTRACT The unprecedented scale and varied forms of urban redevelopment in China provide an experimental field for understanding the transformation of urban governance. Noting that existing studies have often focused on coastal or developed Chinese cities, this study examines urban redevelopment in Wuhan, an inland city. We use the Erqi Riverfront Business District (RBD) redevelopment project as a case to examine the evolving entrepreneurial governance in Wuhan. We found that the making of RBD is featured by an absolutely dominant role of the local state, with public and private partnerships formed at a later stage. Both financialization and planning centrality have been used by the local state to fulfill its long-term vision of urban development. This study produces grounded knowledge to deeper understand varied entrepreneurialism and its modality for emerging Chinese cities. By articulating the significance of local contexts, it also contributes to a more nuanced understanding of urban entrepreneurial governance.

Assessing the Potential of Sustainable Urban Regeneration in Lahore: A Case Study of Orange Line Metro Train Route

Urban regeneration is viewed as a far-reaching field in urban planning. Urban regeneration contributes not just to set up new urban structures in urban communities, yet in moulding the urban communities as well. The long-term vision of urban regeneration projects along with transit corridors is to promote sustainable patterns of urban growth by ensuring all urban design features and creating higher densities along transit and non-motorized transit use. This research aims to assess the potential of urban regeneration along the route of Orange Line Metro Train. The primary data was gathered using in-depth interviews and structured questionnaires. All the 26 stations of Orange Line Metro train were divided into three equal stratums. Furthermore, the middle order station had been selected from all the three stratums and for each selected station a buffer was drawn of half of a kilometer radius and selected as a sample of the study area. Respondents were asked about their opinion regarding the significance level of the different urban design features of a sustainable urban regeneration project. The Cronbach’s alpha of the data collection instrument was calculated as 0.71, which is higher than the acceptable reliability coefficient. The validity test was completed by Principal component analysis. Varimax rotation was used for the rotation of components. KMO adequacy test was 0.707, which must be more than 0.5 to retain the variables, and the variables with Kaiser-Meyer-Olkin Measure less than 0.5 must be excluded from the study. Bartlett’ Test was significant at p<.05. The significance index of urban design features for sustainable urban regeneration projects had been calculated. Overall, the necessary attributes of sustainable urban regeneration project were found. The research provides the priority areas of urban regeneration as per the key stakeholders along the Orange Line Metro Train Route.
 Keywords: Urban regeneration, Light Rail Transit (LRT), urban design features, mixed development, security against crimes, price premier

A roadmap to make Peru regional power in Latin America

The Republic of Peru marked its bicentennial on July 28, 2021 with political instability, economic problems, a narco-terrorist movement, around one million Venezuelan refugees, and the COVID-19 pandemic. Although the Andean nation has many resources to obtain a greater international role, Peru’s geopolitical weight is limited. The article discusses the main factors that are taken into account to classify a country as a regional power. Moreover, a roadmap is offered for Peru to improve its international image for the tercentennial. These recommendations include ensuring the leading role of the Peruvian armed forces in United Nations (UN) peacekeeping missions; The Andean Community of Nations under the leadership of Peru to ensure its greatest relevance, as well as “soft power” proposals. Likewise, it is necessary that in Peru, not only the executive power, but also the different governmental agencies and civilian sectors, strive towards making their homeland a regional power. In 2021, in a fragmented Latin America, with no clear regional leader, and with problems such as the pandemic and the situation in Venezuela, there is room for the new regional power to emerge. Peru could take the role, if it has the ambition and a long-term strategic vision.

ALIA Fellowship awarded to Melanie Foti

Sometimes in your professional life you meet people who seem wise beyond their years. They often show an intuition and a conviction that others are willing to trust and follow. They seem to have an uncanny ability to just ‘know’ the most incisive questions to ask; to be able to grasp a situation and decide when it is better to act swiftly and when it is better to hold; when to stay the course and when a change of direction is needed; when to be pragmatic and when to stick to a longer-term vision. Melanie Foti is one of these people.

Clinical Course and Outcome in Pediatric Idiopathic Chronic Anterior Uveitis

To examine the clinical course and outcome in children with idiopathic chronic anterior uveitis (iCAU), and to compare the results with those of age-matched children with juvenile idiopathic arthritis-associated uveitis (JIA-U). Retrospective cohort study. Data regarding ocular complications, visual acuity, and systemic treatment were retrospectively collected for 2 patient groups that were matched regarding age and year of uveitis diagnosis. Outcome was evaluated using survival analysis. The iCAU and JIA-U groups included 48 patients with 83 affected eyes and 48 patients with 73 affected eyes, respectively. Multivariate analyses showed that iCAU was associated with a higher prevalence of posterior synechiae (adjusted hazard rate [aHR]=3.63; P < .001) and cataract surgery (aHR=2.90; P=.006). Baseline visual acuity was worse in the iCAU group compared to the JIA-U group (20/25 vs 20/20, respectively; P < .001), but improved in the iCAU group after 5 years (20/20 vs 20/20, respectively; P=.052). At the 5-year follow-up, the younger children with iCAU (≤8 years of age at diagnosis) had a higher prevalence of posterior synechiae (aHR=2.56; P=.007), secondary glaucoma (aHR=16.0; P=.020), and cataract surgery (aHR=4.79; P=.004) compared to older children with iCAU (≥9 years at diagnosis). Vision-threatening ocular complications are more common in children with iCAU compared to children with JIA-U, particularly in cases in which the onset of uveitis occurred at ≤8 years of age. However, the long-term vision of these children can be improved with adequate treatment.

Source-to-sink efficiency of blue and green district heating and hydrogen-based heat supply systems

Hydrogen is commonly mentioned as a future proof energy carrier. Hydrogen supporters advocate for repurposing existing natural gas grids for a sustainable hydrogen supply. While the long-term vision of the hydrogen community is green hydrogen the community acknowledges that in the short term it will be to large extent manufactured from natural gas, but in a decarbonized way, giving it the name blue hydrogen. While hydrogen has a role to play in hard to decarbonize sectors its role for building heating demands is doubtful, as mature and more energy efficient alternatives exist. As building heat supply infrastructures built today will operate for the decades to come it is of highest importance to ensure that the most efficient and sustainable infrastructures are chosen. This paper compares the source to sink efficiencies of hydrogen-based heat supply system to a district heating system operating on the same primary energy source. The results show that a natural gas-based district heating could be 267% more efficient, and consequently have significantly lower global warming potential, than a blue hydrogen-based heat supply A renewable power-based district heating could achieve above 440% higher efficiency than green hydrogen-based heat supply system.

The Leisure Activities of the Beauty Worker Effects on Long-term Roots

With the advent of the beauty industry, social awareness is higher than in the past, more systematic and more commercialized. Research is being actively researched to reduce turnover in the beauty industry where human management of workers is important. This study tries to find out how extra leisure time for hairdressers affects sales growth and long-term service. The study was conducted on 458 central hairdressers in Seoul and other areas. Brief summary of the research results is as follows. The collected data used the SPSS 22.0 program through data coding and data cleaning. As a result of each dimension of leisure activities, sales growth, and long-term service, In leisure activities, two factors were derived: autonomy and efficiency. There are three factors for increasing sales: admission, scarcity, and realism. Two factors were derived for long-term service: non-conformity and regulatoryity. A Study on the Effects of Leisure Activity on Long-Term Roots Admission is in order of efficiency and autonomy of leisure activities. The reality is autonomy and efficiency in order of relevant definition of the influence and leisure activities. Scarcity affects the autonomy of leisure activities. It has been shown that efficiency is not affected. A Study on the Effects of Leisure Activity on Long-Term Roots Vision affects justice in the order of efficiency and autonomy of leisure activities. Compliance affects the autonomy of leisure activities. It did not affect efficiency.The result of this research is reduced turnover intention was for care workers to the increased sense of job satisfaction, and will lead to long-term returns is to be increased.Will, and sales have increased.

지속가능한 남북체육교류·협력과 남북공동올림픽 유치를 위한 정책과제 제안

Purpose: The purpose of this study is to suggest policy tasks required for inter-Korean sports exchange·cooperation to ensure long-term sustainability.BR Method: To this end, this study applied the Delphi method and the following are the study findings.BR Results: First, in the ‘inter-Korean exchange·cooperation’ category, total of 13 tasks were finally derived and experts reached the highest consensus on ‘establishing long-term vision and legacy for inter-Korean sports exchange.’ In addition, the experts reached a high consensus on the tasks of ‘providing exchange measures for each event in consideration of the characteristics’ and ‘building national consensus for inter-Korean sports exchange·cooperation.’ Second, in the category of ‘preparing for co-host Olympics,’ a total of 4 tasks were finally derived. The consensus was highest on the task to ‘secure validity for budget support for each organization that aims to co-host Olympics,’ and the next highest consensus reached among the experts was ‘providing measures to attract global corporate sponsorship to secure the budget of the co-host Olympics.’ However, the experts could not reach a consensus on ‘establishing team identity to form a single inter-Korean team,’ so it was excluded from the final task.BR Conclusion: It is anticipated for the study findings to enhance the sustainability of inter-Korean sports exchange·cooperation and be used as the foundation for implementing the policies to attract and hold a successful co-host Olympics.

On the progress in flexibility and grid charges in light of the energy transition: The case of Germany

In the course of the energy transition, flexibility on the demand side is crucial to balance intermittent supply from renewable energy sources. In Germany, however, a large part of the demand side flexibility potential remains unused, especially due to an outdated and inappropriate grid charges regulation. In this respect, policymakers have failed to align their regulatory instruments, e.g., grid charges, to the flexibility requirements of the energy transition. Moreover, regulatory and planning uncertainties regarding the long-term vision for future electricity systems inhibit flexibility investments – marking another policy failure. Although the above issues are known to policymakers for quite some time, too little has been done to further develop corresponding regulation. This policy inaction results from a decision-making dilemma, in which policymakers did not reach a solution that benefits all stakeholders involved in the grid charges debate (e.g., energy-intensive and less energy-intensive electricity consumers). Solving the policy failure in the form of a revised and future-proof grid charges regulation will, however, increase the prospect of a just outcome for society and, more specifically, recognition and cosmopolitan justice. In this paper, we outline how grid charges inhibit demand side flexibility in Germany and which policy failures have ultimately contributed to stuck political decision-making. We further provide concrete suggestions of how existing policy failures may be corrected in order to ensure a successful energy transition as a policy guide for Germany and other countries all around the world.

ESTUDIOS PROSPECTIVOS PARA LA PLANIFICACIÓN ESTRATÉGICA DE LAS CADENAS PRODUCTIVAS AGROALIMENTARIAS: UNA REVISIÓN SISTEMÁTICA DE LOS METODOS EMPLEADOS

&lt;p&gt;&lt;strong&gt;Background. &lt;/strong&gt;The current challenges of agri-food chains make it necessary for them to be efficient not only from the standpoint of costs, but also to develop the capacity to adapt to the ever-changing environment and set up a long-term vision, i.e., the use of strategic foresight for the production chains planning. &lt;strong&gt;Objetive. &lt;/strong&gt;The objectives of this systematic review were: 1) to compare the use of prospective methods in research’s carried out from 2010 to 2021 for agri-food production chains in Latin America and the Caribbean, 2) to discuss the main scope and achievements of recent studies and 3) analyze the areas of opportunity for the following investigations. &lt;strong&gt;Methodology&lt;/strong&gt;. The study was carried out by the PRISMA statement (&lt;em&gt;Preferred Reporting Items for Systemic reviews and Meta-Analyzes&lt;/em&gt;), a systematic literature review was conducted in the global databases ScienceDirect, Elsevier, EBSCO, Springer, Wiley and academic Google using the following key terms: “foresight studies, methodologies, agri-food productive chain and strategic planning”. &lt;strong&gt;Implications. &lt;/strong&gt;Given the complexity of the environment and the high level of competition in which agri-food production chains work, it is necessary to join a long-term vision, i.e. the use of strategic foresight for the production chains development. To make prospective studies, there are a variety of methods available that were analyzed and compared in this research. &lt;strong&gt;Conclusions. &lt;/strong&gt;Despite the enormous contributions of prospective studies, in terms of publications, projects and research results of regional scope are basically published. The systematic analysis carried out indicates that the methodological bases of the recent investigations carried out are based on the French school of &lt;em&gt;prospective&lt;/em&gt; and not on the &lt;em&gt;foresight&lt;/em&gt;. There is still work to be done in the establishment of Observatories or scientific councils that can process and evaluate strategic studies on the future and also in matters of institutional development of prospective. It is therefore necessary to redouble efforts and continue to develop foresight studies for the priority production chains for the development of the Latin American and Caribbean region.&lt;strong&gt;&lt;/strong&gt;&lt;/p&gt;

Enablers and Constraints of STEM Programme Implementation: an External Change Agent Perspective from a National STEM Programme in Finland

An international need exists for effective programmes that will enhance learners’ interest in studies and careers related to science, technology, engineering and mathematics, i.e. STEM. When considering the impact of STEM programmes, it is important to identify what can enable or constrain effective programme implementation. As such, enablers can be systematically supported and constraints tackled to maximise a programme’s impact. This study considers a nationwide STEM programme in Finland that involved 450 teachers and their learning communities. The study followed an interpretative paradigm, collecting data through semi-structured interviews and analysed with data-driven thematic analysis. The study participants were 14 external change agents operating between participating learning communities and the national programme administration and, thus, had a valuable overview on how the programme evolved. The most important enablers of effective programme implementation were versatile support, programme flexibility and long-term vision. Two major constraints were limited resources and collaboration challenges. Considering the findings of this study can help design effective STEM programmes by providing various support mechanisms for educators, particularly scaffolding; peer and school administrator support; flexibility to enable embedding activities and adapting programme objectives to participants’ everyday work; long-term vision to support both lifelong learning and a continuum between different STEM programmes; sufficient time and economic resources to achieve a long-term impact; and collaboration and networking opportunities at the local, regional, national and international levels.

AAV-CRISPR/Cas9 Gene Editing Preserves Long-Term Vision in the P23H Rat Model of Autosomal Dominant Retinitis Pigmentosa.

Retinitis pigmentosa (RP) consists of a group of inherited, retinal degenerative disorders and is characterized by progressive loss of rod photoreceptors and eventual degeneration of cones in advanced stages, resulting in vision loss or blindness. Gene therapy has been effective in treating autosomal recessive RP (arRP). However, limited options are available for patients with autosomal dominant RP (adRP). In vivo gene editing may be a therapeutic option to treat adRP. We previously rescued vision in neonatal adRP rats by the selective ablation of the Rhodopsin S334ter transgene following electroporation of a CRISPR/Cas9 vector. However, the translational feasibility and long-term safety and efficacy of ablation therapy is unclear. To this end, we show that AAV delivery of a CRISPR/Cas9 construct disrupted the Rhodopsin P23H transgene in postnatal rats, which rescued long-term vision and retinal morphology.

Barriers to the implementation of the UNIDO’s program for export consortia: a case study of the Iranian handmade carpet industry

PurposeThis paper aims to identify and analyze the barriers to the implementation of the United Nations Industrial Development Organization’s programxk for export consortia in the Iranian handmade carpet industry.Design/methodology/approachTo accomplish its objectives, the study relied on a mixed (qualitative and quantitative) research method. Primarily, unstructured interviews were conducted to identify the effective barriers. Then, the validity of the barriers identified was evaluated through content validity ratio analysis. Finally, the interrelationships between the barriers were determined using the rough decision-making trial and evaluation laboratory technique (DEMATEL).FindingsResults revealed that “a lack of leadership,” “a traditional business environment” and “a lack of awareness of consortium benefits” were the most significant causal barriers. Meanwhile, the most important effect barriers were “a lack of long-term vision,” “a lack of business ethics” and “a lack of motivation.”Practical implicationsThe findings and results could help the stakeholders of the handmade carpet industry in Iran to improve existing export consortium programs, increasing the country’s share in the global markets in this industry.Originality/valueThis investigation seeks to fill an existing gap in the literature on export consortium formation in the handmade carpet industry by providing a network of barriers for the first time.

Creating ‘resilience imaginaries’ for city-regional planning

ABSTRACT Resilience narratives have gathered increased attention in city-regional planning over the last two decades, emphasizing holistic foresight, long-term strategic visioning, cross-sectoral integration and collaborative modes of planning. Combining such resilience narratives with the established idea of socio-spatial imaginaries, we introduce the novel concept of ‘resilience imaginaries’ and explore its application in the city-region of Thessaloniki, Greece. This paper illustrates that resilience imaginaries can be viewed as dynamic and politically contested visions for long-term city-regional development, collectively structured by civic stakeholders, institutionally expressed through city-regional governance transformations and materially manifested through city-regional planning interventions.

Another look at achieving the United Nations Sustainable Development Goals: using extraction projects as a source for financing impact projects?

A workable definition of a successful project is ‘a project which has achieved its pre-set objectives’. 1 1 Arent van Wassenaer, A Practical Guide to Successful Construction Projects (Routledge 2017), 6. The immediate follow-up question is: which and whose objectives? Traditionally, project objectives are (1) budget, (2) time and (3) quality, also known as the triple constraint or iron triangle. If, however, the objectives were also to include (4) completion and operation of the project to the satisfaction of all relevant stakeholders, 2 2 Kate Davis, ‘An Empirical Investigation into Different Stakeholder Groups Perception of Project Success’ (2017) 35 International Journal of Project Management 604. and (5) without disputes, it would be possible to develop objectives that are aligned for all stakeholders involved. Including stakeholder objectives with the associated environmental objectives brings such projects within the realm of the triple bottom line concept of balance or harmony among economic, social and environmental interests. 3 3 Martina Huemann and Gilbert Silvius, ‘Projects to Create the Future: Managing Projects Meets Sustainable Development’ (2017) 35 International Journal of Project Management 1066. Such stakeholders should include not only the developer or employer of projects but also, typically, the contractor(s), project team, operator, clients, users, funders, relevant authorities and affected communities. If the interests of such stakeholders – whether using Free Prior and Informed Consent processes or not – could be mediated into high-level aligned objectives, ideally, there would be no conflicting interests. Thus, a higher probability of achieving success would be within reach. For the development of successful impact projects (ie projects with a positive impact on one or more of the United Nations (UN) Sustainable Development Goals (SDGs) while generating revenue), the challenge is to identify relevant multi-stakeholder groups and to develop a joint ‘Ecosystem of Shared Value’. 4 4 Kramer, Mark R., and Marc W. Pfitzer. ‘The Ecosystem of Shared Value’ (October 2016) 94 (10) Harvard Business Review 81. Probably, such projects would be part of larger portfolios or programmes leading to the development of corridors as an umbrella for further projects combining infrastructure, energy and related sectors. It is worth further considering to what extent location-dependent projects – such as those developed by the extraction industry, water or power projects – could act as cost drivers and catalysts for sustainable economic development, social and environmental benefits, as part of a long-term vision for regions to be developed.

Guerrilla marketing tools in financial service organizations

The article analyzes the concepts of guerrilla marketing, guerrilla marketing advantages and disadvantages, the guerrilla marketing tools, and marketing in financial institutions. The purpose of the article is to evaluate the tools of guerrilla marketing in financial institutions. Guerrilla marketing is a powerful tool to influence consumer behavior, stimulate sales, do non-traditional advertising, promote competition, meet consumer needs, raise awareness of a product or service, and creative advertising for which a certain budget is required. Guerrilla marketing is based on creativity. Guerrilla marketing is a quick way to promote a brand. Guerrilla marketing doesn't require a lot of investment in an effective marketing campaign when imagination, energy, creativity, time and information suffice. Guerrilla marketing benefits small businesses. Guerrilla marketing requires a small investment to reach the target audience. During guerrilla marketing, people are involved in, or become participants in, guerrilla marketing. Information will be available in a short time. Guerrilla marketing builds strong customer relationships. It is shown that the benefit comes to the consumer, not the business. Guerrilla marketing usually promotes an unusual way of remembering a company’s brand, product, or service deep in customers ’minds. Guerrilla marketing is one of the most innovative practices that can be used to effectively educate consumers about a brand and its benefits. It uses the least amount of money to reach customers, emphasizes creativity and a long-term vision to make a lasting impact on consumers. The article examines guerrilla marketing, which has several key tools for market exposure: a one-on-one offer, which is one of the oldest ways to increase sales - just a casual person trying to sell a product, this method is effective and beneficial in that you can interact with potential customers about their needs and approach to the product; another tool used is a business card, which we can use as a promotional tool, because on the second side of the business card you can briefly describe the services provided, product benefits and other useful information, the next step is to write personal letters to offer and provide your services, and letters or calls should be as individual as possible; the last step could be simply advertising, as there are many online advertising portals where you can place ads for free, so you should take advantage of that. It is emphasized that such tools can be effective because people who read such ads are usually already looking for a similar product. The aim of the research is to investigate the methods and practice of using guerrilla marketing tools in financial services organizations. The paper is based on analysis of scientific literature and case studies. The study includes an analysis of the theoretical literature as well as a case study and comparative analysis. Therefore the key to guerrilla marketing is to become an effective tool in a highly competitive environment where consumer behavior is rapidly changing as a by-product of technological advances and the contemporary internet media. Moreover guerrilla marketing in the financial sector is a marketing technique that creates enthusiasm and engagement with the target audience. Financial guerrilla marketing really sets it apart from traditional forms of marketing - it focuses on a smaller market segment and the smaller budgets needed to run a successful campaign. In addition, advertisements for guerrilla financial services are acceptable. Random outdoor marketing is non-standard outdoor advertising. Ambient advertising is placed on street manhole covers, cranes, pizza boxes, free postcards in bars and elsewhere. All of this is somewhat unusual.