The authors study the attitude of Russians to NATO countries (USA, UK, Germany, France) and also to China and India. A trend sociological study was conducted with an interval in time (in 2014 and in 2017) on similar samples within a single exponential population. It is revealed that the image of the United States in the social and political discourse of Russia is generally negative. The attitude of student youth to other countries is determined by their satisfaction with their lives, level of education, and gender characteristics. In addition, it was found that a significant part of student youth is negatively related to the United States, since in the materials of permanent columnists, in news articles, reports, newspaper and magazine articles about the United States, a negative image is created. At the same time, girls relate better than boys to NATO countries, but they treat China worse than boys. The authors propose the tools of “soft power”, which the Russian Federation should use to raise its status on the world stage. In addition, authors are proposing the measures aimed at easing tensions between the Russian Federation and the NATO countries, as well as aimed at even greater rapprochement with such countries as China and India.
Lymarev A.V., Talanov S.L The Attitude of the Russians to the USA, Great Britain, Germany, France, China and India // Europen Jornal of Natural History. № 4, 2019. P. 51-60.

В статье обсуждаются противоречия в рамках российской культу-ры вообще и хозяйственной культуры в частности. Выделены основные компоненты российской хозяйственной культуры: с одной стороны, прагматизм, индивидуализм, с другой – служение государству и обще-ству. На современном этапе прослеживается нарушение баланса эле-ментов хозяйственной культуры, главная задача видится в восстановле-нии устойчивой структуры. The paper discusses the contradictions within the Russian culture in general and the economic paradigms in particular. The basic components of the Russian economic culture are singled out as follows: pragmatism and individualism on the one hand and state and social service on the other. The imbalance between the two elements is manifested at the current stage and the main task is to re-establish a sustainable structure. Подробнее https://www.socionauki.ru/journal/articles/1362407/

The authors observe the features of ideas about the future and life values of a number of students of the Central Federal District universities. It was found out that a significant part of the students have positive, but fragmented ideas about their future. In addition, most of the students are inherent in crisis of personal and group identity, that means they do not know what they want and do not structure their lives. When projecting their future students are mostly standing on the paternalistic positions. Sex differences are revealed. In particular, it is noted that values such as family, health, love are more common for girls. The values of young men are associated with well-paid job and career. On the other hand, some similarities in the life values of young people are indicated, such as education and material well-being. The career and job are terminal values for the boys, and, at the same time, are instrumental values for girls. Authors made the conclusion that the acceleration of the social process involves the students in assimilating new values, and it requires developing new methods of influence on the person and applying new technologies in the learning process. Accordingly, it is important to create new educational programs, textbooks and methodological researches.
Talanov S. L., Baburkin S.A., Lymarev A. V. Vision of the Future and Values of University students // European Journal of Natural History. 2016 № 6.

The article considers the content and the structure of human capital. The term “human capital” is viewed as people’s abilities to
participate in the production process in order to make use of their potential skills. A particular attention is paid to the meaning of
social capital and its role in the formation of human capital. It is proven that there is not much research on the connection between
human and social capital. Human development index in Ukraine and 20 leading counties of the global ranking is examined. Based
on statistical indicators, the influence of deficiency in family social capital on the education process is defined. The scheme of distinction
between human and social capital is introduced as well as connections between them in a realization form of social capital.
Inna Fedoryshina Human Capital a Part of Social Capital // The Russian Academic Journal, Vol. 29, Issue 3, 2014, pp. 0-0

The article considers the content and the structure of human capital. The term “human capital” is viewed as people’s abilities to participate in the production process in order to make use of their potential skills. A particular attention is paid to the meaning of social capital and its role in the formation of human capital. It is proven that there is not much research on the connection between human and social capital. Human development index in Ukraine and 20 leading counties of the global ranking is examined. Based on statistical indicators, the influence of deficiency in family social capital on the education process is defined. The scheme of distinction between human and social capital is introduced as well as connections between them in a realization form of social capital.

This work analyses the relationship between personal consumer values and the tendency to use the brand name in consumption decisions. We hypothesized that the tendency to use brand name is influenced by consumer values and that there are differences between countries. Although brand name is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey of two samples in Spain and Russia was carried out. Results show that nine of eleven values have significant effect on the tendency to use brand name. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low tendency to use brand name. Some personal values are antecedents of the tendency to use brand name –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.
Sarabia-Sanchez F.J and Ostrovskaya L.I., 2012, “Consumer Values and the Tendency to use the Brand Name in Purchase Decisions: A Comparison between Spain and Russia”, Marketing Management Journal, Volume 22, Issue 2, pp. 19-30.

This work analyses the relationship between personal consumer values and the tendency to use the brand name (TBN) in consumption decisions. We hypothesized that TBN is influenced by consumer values and that there are differences between countries. Although Brand name (BN) is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey asked two samples in Spain and Russia (nSpain=321; nRussia=375) was carried out and have used the Portrait Values Survey and TBN scale. Our results show that nine of eleven values have significant effect on the TBN. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low TBN. Some personal values are antecedents of TBN –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.

The purpose of this paper is twofold theoretical and practical as fallows. First it is to investigate the phenomena of corporate culture from the points of view of human wants. Second purpose it is to make representative field research of Russian modern business environment practice of applying national and religious tradition in corporate culture. Paper should formulate Russian and Orthodox principles of corporate culture which can provide high labor motivation due to Russian mentality particulars.

Рассматривается процесс постсоветского изменения ценностей и национальной идентичности граждан Беларуси в условиях воздействия на этот процесс глобализации и других факторов
www.iatp.by

На эмпирической базе международного социологического исследования ценносей дан анализ изменений ценностей, характерных для населения Беларуси в эпоху постсоветской трансформации