VESTNIK OF THE PLEKHANOV RUSSIAN UNIVERSITY OF ECONOMICS. Scientific Journal

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1 1 (55) VESTNIK OF THE PLEKHANOV RUSSIAN UNIVERSITY OF ECONOMICS 2013 Scientific Journal Founder The Federal State Budget Higher Educational Institution Plekhanov Russian University of Economics (FGBOU VPO Plekhanov Russian University of Economics ) Founded in 2003 Registration Certificate PI N FS dated 29 December 2011 The journal was included in the List of leading scientific journals and publications of the Higher Attestation Board, publication in which is mandatory for defending PhD and Doctorate dissertations The journal is included in the Russian index of scientific citing Subscription by Rospechat catalogue Index Editorial Board: V. I. Grishin, Doctor of Economics, Professor Chief Editor Ulrich Rudiger, honored Doctor of REA, Doctor of Science, Professor (Germany) Seppo Remes, honored Doctor of REA (Finland) I. V. Gorokhova, PhD responsible secretary A. V. Shishkin, Doctor of Economics, Professor V. V. Ivanter, Academician of RAN, Doctor of Economics, Professor A. V. Kurtin, PhD, Professor D. E. Sorokin, Corresponding Member of RAN, Doctor of Economics, Professor M. N. Strikhanov, Doctor of Science, Professor In case materials from Vestnik of the Plekhanov Russian University of Economics are reproduced, the reference to the source is mandatory. Materials not accepted for publication are not returned. FGBOU VPO Plekhanov Russian University of Economics, 2013

2 Contents The 106-th Anniversary of the Plekhanov Russian University of Economics Ivleva M. I., Kostin P. A. Pavel I. Novgorodtsev the 1st Principal of the Moscow Commercial Institute.. Grishin A. I. Architect Sergey Solov ev: the Unfinished Poem Economic Theory Ivanova S. V. Specification of Categorical Tools Needed to Study Today s Agro-Industrial Complex and Food Sub-Complexes of Russia and the World... Chuyko A. S. Another Concept of Periodicity in the Development of Productive Forces Discussion Table Gromyko V. V. Organizational and Administrative Model of University in the Light of the Concept of Sustainable Development with Limits Finance, Money Circulation and Credit Arslanov A. F. Factor Analysis of Finance Policy in Russia. Seidametov E. A. The Lines of Increasing Efficiency of Self-Regulation on Securities Market Accounting, Statistics Kerimov V. E. Managerial Accounting as Information Base for Forming and Implementing the Key Figures of Work. 61 Marketing, Logistics, Service Sector Eroshina N. O. The Impact of the Innovation Diffusion Theory on Proliferation of Social and Psychological Stereotypes Melekhova A. S. Lead-Generation and Lead-Scoring as Methods Aimed at Increasing Efficiency of Advertising Campaign Pavlovich P. V. Advertising in Social Networks as an Advanced Method of Advertising Hotels in the Internet Theory and Practice of Management Sidorov M. N. Mergers and Acquisitions in Oil and Gas Sector of Russian Economy. Bobkov A. L. Organizational Development: Comparison and Analysis of Current Theoretical Approaches Regional Economy Tyaglov S. G., Yachnik E. A. Algorithmization of Promising Lines in Increasing Efficiency of Developing Regional Social and Economic Infrastructure Scientific Life.. About the authors. Abstracts

3 ECONOMIC THEORY S. V. Ivanova Specification of Categorical Tools Needed to Study Today s Agro-Industrial Complex and Food Sub-Complexes of Russia and the World The article puts forward the author s interpretation of certain key categories of today s agro-industrial complex of Russia and other countries. Key words and expressions: agro-industrial complex (AIC), agricultural and food sector (AFS), food sector of global economy, milk and diary produce market. 1. Ivanova S. V. Modality of Direct Foreign Investment in View of the Catching-Up Development Theory // Vestnik of the Plekhanov Russian University of Economics N 8 (50). 2. Ivanova S. V. Multinationals in Agro-Industrial Complex of Global Economy and Russia // Vestnik of the Plekhanov Russian Academy of Economics N 3 (33). Ivanova, Svetlana V. PhD, Assistant Professor, Professor of the Department for World Economy of the Plekhanov Russian University of Economics, ivanova.svetlana@ymail.com A. S. Chuyko Another Concept of Periodicity in the Development of Productive Forces The article discusses concepts of periodicity in the development of productive forces as the systems evolving under the influence of external and internal factors. The availability of mass paid demand for boons of comfortable living is an external factor. Due to this demand it becomes necessary to conduct routine operations in technologies of boons output. Possibility or impossibility to conduct these routine operations is a crucial internal factor. The author substantiated the cyclic nature of processes in realizing the mentioned possibility through materialization of knowledge in technologies of boons output. Key words and expressions: system approach, productive forces, periodicity in the development of productive forces, materialization of intellect, jobs and labour resources, organizational forms of production, organizational structures of management. 1. Chemodanov N. P. Concepts of Science Growth and Intensification Factors. M. : Nauka, Yakovets Yu. V. Break-through Innovations of the 21st Century. M. : Economics, Chuyko, Anatoliy S. PhD, Assistant Professor, Professor of the Department for Higher Mathematics of the Plekhanov Russian University of Economics, a_chuik@mail.ru DISCUSSION TABLE V. V. Gromyko Organizational and Administrative Model of University in the Light of the Concept of Sustainable Development with Limits The article deals with the concept of sustainable development with limits in the context of organization and administration of teaching and research work in university. The author pointed out the trend towards formalization and bureaucratization of the teaching and research process to the prejudice of professionalization, autonomy and responsibility of lecturers. The author came to the conclusion about the necessity to pass from the concept of continuous quantitative growth of scientific research and publications to the concept of sustainable balanced development of economics.

4 Key words and expressions: organizational and administrative model of university, the concept of sustainable development with limits, professionalism v. formalization of teaching and research work of lecturers. 1. Myasnikova L. Internet Intellectualization and the Development of Net Logistics // Resources. Information. Supply. Competition January March. 2. Russia on the Way to New Economy / edited by V. V. Gromyko. M. : GOU VPO The Plekhanov Russian Academy of Economics, Gromyko, Valentina V. Doctor of Economics, Professor, Professor of the Department for Economic Theory of the Plekhanov Russian University of Economics, economreu@gmail.com FINANCE, MONEY CIRCULATION AND CREDIT A. F. Arslanov Factor Analysis of Finance Policy in Russia The article describes the impact of the factor system on the development and implementation of finance policy of Russia in conditions of macro-economic instability and proposes the approach to economic and mathematic modeling of this impact. Key words and expressions: finance policy, factors, efficiency. 1. Scientific and Practical Recommendations to the Concept of Social and Economic Development of the Russian Federation up to M. : FGBOU VPO The Plekhanov Russian University of Economics, Fedyunin D. V. Conceptual Objectives of Monetary and Credit Policy of the Russian Federation in Order to Ensure Macro- and Micro-Finance Stability // Vestnik of the Plekhanov Russian University of Economics N 10 (52). Arslanov, Albert F. Candidate of the Department of Finance of the Plekhanov Russian University of Economics, kaffin@rea.ru E. A. Seidametov The Lines of Increasing Efficiency of Self-Regulation on Securities Market The article shows the necessity and possibility of using the effective methods of self-regulation on Russian securities market as the need in them in public regulation and self-regulation is rather high. Key words and expressions: self-regulation, efficiency of self-regulation, self-regulated organizations, securities market. 1. Seidametov E. A. Possibilities of Using International Experience of Self-Regulation on Russian Market // Vestnik of the Plekhanov Russian University of Economics N 8 (50). 2. Objectives and Principles of Securities Regulation // International Organization of Securities Commissions, Seidametov, Ernest A. Post-graduate student of the Department for Exchange and Securities of the Plekhanov Russian University of Economics, ernest777@pochta.ru

5 ACCOUNTING, STATISTICS V. E. Kerimov Managerial Accounting as Information Base for Forming and Implementing the Key Figures of Work The article deals with the role, implication and conditions of using the key figures of work in commercial organizations which can be formed and implemented with the help of managerial accounting. Key words and expressions: managerial accounting, strategy, responsibility centers, key figures of work. 1. Grant R. M. Modern Strategic Analysis. 5th edition / translated from English, edited by V. N. Funtov. SPb. : Piter, Deming U. E. New Economy / translated from English T. Guresh. M. : Exmo, Kerimov V. E. Promising Models of Developing Managerial Accounting in Russia // Vestnik of the Plekhanov Russian University of Economics N 7 (49). Kerimov, Vagif E. Doctor of Economics, Professor, Professor of the Department for Accounting and Auditing of the Plekhanov Russian University of Economics, vkerimov@mail.ru MARKETING, LOGISTICS, SERVICE SECTOR N. O. Eroshina The Impact of the Innovation Diffusion Theory on Proliferation of Social and Psychological Stereotypes The article deals with the process of decision-making concerning the purchase of certain products by customers of different groups, whose classification is offered on the basis of E. Rogers innovation diffusion theory. In this case they mean the direct impact of different stereotypes and stereotyped assessment on customers of each social group. Generating stereotypes for representatives of each group could allow specialists in marketing and advertising to obtain the desired response in terms of increasing primary and repeated purchases. Key words and expressions: the innovation diffusion theory, stereotype, stereotypes assessments, advertising. 1. Tangate M. Masculine Brands: Development and Promotion of Goods for Men : translated from English. M. : Alpina Publishers, Rogers E. M. Diffusion of Innovations. New York : Free Press, Eroshina, Natalia O. Post-graduate student of the Department for Advertising of the Plekhanov Russian University of Economics, rea_reklama@mail.ru A. S. Melekhova Lead-Generation and Lead-Scoring as Methods Aimed at Increasing Efficiency of Advertising Campaign The article explains the idea of lead-scoring and lead-generation, specifies understanding tools, describes the approach to lead-generation and shows the link between the efficiency of advertising campaign and processes of lead-generation and lead-scoring. The author puts forward the model of converting leads into factual company clients, shows different types of leads, their specific features and designs the systematized procedure of lead-generation.

6 Key words and expressions: ROI-analysis, lead, lead-generation, landing page, lead-generation types, rating, qualification, lead-scoring, edm-mailing 1. Baranov A. E. Forecasting the Investment Return to Internet-Marketing. Hand-book of Marketer. The Opinion of Experienced Person. M. : RIOR, Volkov A. S., Melekhova A. S. Appraisal Methods and Increasing the Efficiency of Advertising Campaigns through ing // Vestnik of the Plekhanov Russian University of Economics N 8 (50). Melekhova, Anna S. Post-graduate student of the Department for Advertising of the Plekhanov Russian University of Economics, annymul@list.ru P. V. Pavlovich Advertising in Social Networks as an Advanced Method of Advertising Hotels in the Internet The article describes the present types of social networks and their possibilities in terms of using them as advertising space. The author identifies typical mistakes of hotel advertising in social networks which can deteriorate its effectiveness and offers ways of its improvement. Key words and expressions: advertising, social network, the Internet, hotel, users, on-line, profile. 1. Borisova V., Sevryukova E. Context Advertising in Social Networks is Becoming more and more Popular (E-Resource). URL: ru/2011/03/15/media/ Volkov A. S., Melekhova A. S. Appraisal Methods and Increasing the Efficiency of Advertising Campaigns through ing // Vestnik of the Plekhanov Russian University of Economics N 8 (50). Pavlovich, Polina V. Post-graduate student of the Department for Hotel and Tourist Business of the Plekhanov Russian University of Economics, polian4ik@mail.ru THEORY AND PRACTICE OF MANAGEMENT M. N. Sidorov Mergers and Acquisitions in Oil and Gas Sector of Russian Economy The article studies dynamics of M & A market for the last decade on the basis of finance accounting of leading Russian oil and gas companies. As a result of this analysis the author made calculations of key indicators of such deals efficiency and offers recommendations for more balanced appraisal of large and investment projects. Key words and expressions: merger, acquisition, revenue standards, oil and gas sector, analysis. 1. Arutyunov Yu. A. Issues of Change Management in Organization. M. : The Publishing House of the Academy of Qualification Upgrading and Professional Re-Training of Education Workers, Barinov V. A. Social and Economic Systems: Transformations of the 21st Century / KazEU. Alma-Ata, Belyaev Yu. K., Petukhov A. V. Managing Formation and Development of Networks of International Strategic Partnerships in Motor-Car Industry. M. : Paleotype, Krivosharov O. Events, Facts, Comments // Mergers and Acquisitions N 1 2 ( ). 5. Kulapov M. N., Odegov Yu. G., Nikulin L. F. Start-Up: Self-Organization or Management 3.0 // Vestnik of the Plekhanov Russian University of Economics N 7 (49). 6. New Structure of Russian Oil Sector. M. : Institute of Power Policy, Sidorov, Mikhail N. Doctor of Economics, Professor, the Head of the Department for Management of the Plekhanov Russian University of Economics, reasupermanager@gmail.ru

7 A. L. Bobkov Organizational Development: Comparison and Analysis of Current Theoretical Approaches The article analyzes the current theoretical approaches to issues of organizational development and change management. The author shows that within the frames of dialectic, evolution and theological theories as well as the theory of live cycle a unique set of tools which could answer the key questions of the theory of organizational development, such as why and when changes in organization take place has not been designed yet. In order to answer these questions the author proposes to work out the theory of economic and technological transformation of companies during the process of their development. Key words and expressions: organizational development, theory of organization life cycle, processes of changes in organization. 1. Mironenko Yu. D., Terekhanov A. K. The Role of Corporate Strategic Management in Organizational Development (E-Resource). URL: html (address date: ). 2. Khlebnikov D. Business: Growth Issues (E-Resource). URL: (address date: ). Bobkov, Alexander L. PhD, Assistant Professor of the Department for Economy and Industry Organization of the Plekhanov Russian University of Economics, kafedraepp@mail.ru REGIONAL ECONOMY S. G. Tyaglov, E. A. Yachnik Algorithmization of Promising Lines in Increasing Efficiency of Developing Regional Social and Economic Infrastructure The article analyzes the impact of infrastructure sectors on sub-systems in regional social and economic systems which foster their large-scale upgrading and raising competitiveness. The proposed algorithm could solve problems connected with types of infrastructure sectors which possess the maximum potential to cause multiplication in regional economy and thus influence its growth. Key words and expressions: algorithmization, priority projects, region. 1. Vysotskaya T. A., Gokzhaeva E. B., Kolycheva J. Ya., Tyaglov S. G. The Development of Entrepreneurial Activity in Infrastructural Sectors of Regional Economy. M. : Higher Institution Book, Novikova E. V. Macro-Economic Indicators of Social and Economic Development of Russian Regions // Vestnik of the Plekhanov Russian University of Economics N 3 (45). 3. Popov A. A. Algorithms for High-Quality Research of the Dynamic System while Modeling Regional Economy // Vestnik of the Plekhanov Russian University of Economics N 2 (44). 4. Explanatory Note for Scenario Conditions to Design Variants of Social and Economic Development in (E-Resource). URL: mosreg.ru/userdata/ doc 5. Tyaglov S. G., Kolycheva J. Ya. Modernizing Public Support to Small Business in the System of Regional Economy. M. : Higher Institution Book, Tyaglov, Sergey G. Doctor of Economics, Professor, the Head of the Department for Regional Economy and Nature Use of the Rostov State University of Economics, tyaglov-sg@rambler.ru Yachnik, Ekaterina A. Post-graduate student of the Russian Research Institute of Economics and Standards, Rostov-on-Don, yachnika@mail.ru