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List of publications on a keyword: «коммуникационная стратегия»

  • Strategies for staff engagement in digital change: from resistance to acceptance

    Book Chapter
    Development of the Russian socio-economic system: challenges and prospects
    Author:
    Ekaterina L. Arzamasova
    Work direction:
    Глава 6
    Abstract:
    The chapter explores the mechanisms of staff involvement in the digital transformation processes of an organization, from resistance to acceptance of changes. It examines the reasons for resistance, such as fear of losing work, uncertainty about roles, and concerns about the comfort and familiarity of old processes. The chapter proposes a multi-level approach to involvement, which includes strategic leadership, transparent communication, employee participation in planning, opportunities for training and retraining, and the creation of a safe space for feedback. The chapter presents practical methods: targeted communication campaigns, joint formation of a roadmap of changes, involvement of employees in pilot projects, use of agile methodologies and design thinking to minimize resistance. Special attention is paid to measuring the effectiveness of involvement through KPI, satisfaction surveys, indices of perception of changes and monitoring of the organization's culture. As a result, specific steps are proposed to move from resistance to acceptance, which ensures a smoother implementation of digital technologies, increased employee motivation, and a sustainable transformation effect.
    Keywords:
    digital transformation, communication strategy, Agile, organizational culture, pilot projects, design thinking, change management, employee engagement, resistance to change, training and retraining, employee participation, engagement KPIs, change monitoring
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  • Razrabotka kommunikatsionnoi strategii po prodvizheniiu finansovykh produktov dlia malogo i srednego biznesa

    Proceeding
    Regions of Russia in a changing world: stable priorities and new opportunities
    Authors:
    Sergei I. Ivanov, Irina A. Leonteva
    Work direction:
    Современные стратегии и цифровые трансформации регионального развития
    Abstract:
    Статья посвящена вопросу консолидации региональных институтов поддержки предпринимательства посредством разработки и реализации коммуникационной стратегии по продвижению финансовых продуктов для малого и среднего бизнеса. Детально проанализированы три блока стратегии: маркетинговый, креативный и медийный. Рассмотрены основные этапы разработки коммуникационной стратегии. Результаты работы могут быть использованы для реализации текущей стратегии в настоящее время, а также для ее корректировки в будущем.
    Keywords:
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  • Classification and Features of Banking Services Strategies Promotion

    Book Chapter
    Culture. Science. Education: Current Issues
    Authors:
    Ekaterina V. Pisareva, Elena I. Shevchenko
    Work direction:
    Глава 2. Наука
    Abstract:
    In order to retain loyal customers and attract prospective ones, commercial banks need to effectively build a corporate strategy that is aimed at studying customers’ needs. The main channels for promoting the services of a commercial bank are described. The authors of the article come to the conclusion that in conditions of increasing competition, credit organizations are moving away from traditional methods of customer service and increasingly resorting to the use of new remote sales channels.
    Keywords:
    strategy, marketing, bank strategy, commercial bank, banking services promotion, communication strategy
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