Тема номера: Виртуальный универсум будущего

The purpose of the study is to reveal the role of the energy sector in the decarbonization of Kazakhstan, which has enormous potential for increasing production scale and technical progress.

Methodology this study uses a mixed approach to studying the problems of decarbonization of the energy sector, involving their analysis from a position of both the global level and specifically within the framework of the experience accumulated in Kazakhstan. The use of this approach is important for choosing the country’s development prospects, when national interests must correspond to global trends.

Originality/value of the research. The authors emphasize that changes being made to the energy system are affecting the economy of Kazakhstan, changing the geopolitical dynamics within the country, and could have profound consequences for the foreseeable future. In the current conditions, the promotion of all extractive industries requires the activation, on the one hand, of new measures of government assistance, on the other hand, the promotion of public-private partnerships, and the involvement of business in solving urgent problems.

Research results a comprehensive analysis of the results achieved by Kazakhstan in overcoming the difficulties of implementing a “green” approach and searching for new directions for decarbonization of the energy sector was carried out. The authors come to the conclusion that the energy system of Kazakhstan needs large-scale investments to update the energy system with adaptation to renewable energy sources. It is substantiated that changes in such important factors as the social aspect, ecology and climate, energy security and the latest technologies will significantly affect the development of coal generation and the energy prospects of Kazakhstan. It is shown that government policy should stimulate a productive transition to a low-carbon future, including by promoting research in the field of low-carbon energy and the commercialization of clean energy technologies.

Practical significance of the study. The authors hope that Kazakhstan's experience will be useful for emerging countries that are strengthening their competitive positions in international markets by introducing various mechanisms for decarbonizing the energy sector.

The purpose of the research is to analyze the opinions of the population about the impact of migration processes taking place in the Republic of Kazakhstan on economic development, taking into account regional peculiarities.

Research methodology. The research was based on data from a sociological study conducted from February to April 2024 among 3,120 respondents in eight regions of Kazakhstan, including the cities of Almaty and Astana. In addition, classical research methods such as logical, generalization, and comparative analysis were used.

The originality of the research. In this study, the authors tried to identify regional features of the interrelationships between migration processes and factors such as wages, unemployment, economic growth and well-being of the region on the basis of primary data obtained during a sociological study.

The results of the study. The analysis showed a variety of opinions of the population of the regions about the impact of migration. The interrelationships between migration processes and economic development are identified and considered, taking into account the peculiarities and trends in different parts of Kazakhstan.

The purpose of the research is to identify the prerequisites and further prospects for the participation of the Republic of Kazakhstan in global value chains.

The research methodology is based on general scientific methods of induction and deduction, a systematic approach, methods of comparative and economic-statistical analysis are also used. An analytical review of scientific literature and statistical data presented not only on the website of the Bureau of National Statistics of the Ministry of National Economy of the Republic of Kazakhstan, but also in the international reports of the WTO "The International Trade Statistics Yearbook", reports of the World Bank made it possible to use economic methods of analysis, monitoring, comparison for research.

Originality/value of the research. The study makes an important contribution to understanding the specifics of Kazakhstan's integration into the GDC, in particular, trends and prospects for the participation of sectors of the national economy in global value chains and the development of recommendations based on the analysis to improve competitiveness and create favorable conditions for economic growth.

Findings. The results obtained will identify the problems of Kazakhstan's integration into value chains, as well as formulate recommendations for the development of key industries that can have a multiplier effect for global value chains and will be linked by a high degree of intersectoral interconnection for significant impact on other sectors of the economy.

The purpose of the research is to critically evaluate the grant funding allocation mechanism in the social sciences and humanities field by analyzing the relationship between the scores of experts during the State Scientific and Technical Expertise (SSTE) and the scores of the National Scientific Councils (NSC).

Methodology – the data used for the research includes legal and regulatory acts governing the grant funding process in Kazakhstan, as well as publicly available data on the website www.ncste.kz with scores from the State Scientific and Technical Expertise (SSTE) and the National Scientific Councils (NSC). Correlation analysis and data visualization were conducted using MS Excel and Python.

Originality / Value of the research – the article contributes to the scientific literature by evaluating funding mechanisms through the case of scientific grant distribution in Kazakhstan. The study has practical value for decision-making and reforming funding mechanisms.

Findings – the analysis shows that despite similarities in the evaluation forms of the SSTE and the NSC, the correlation between the scores is very weak in the general competition and moderate (closer to weak) in the competition for young scientists. This result may indicate a higher level of conflict of interest in the general competition compared to the competition for young scientists, considering the fact that a minimum of ten years of research experience is required to join the NSC.

The purpose of the study is the impact of external student migration on the economy of Kazakhstan, based on an analysis of existing trends in educational migration and economic development of the republic.

Research methodology. Within the framework of this work, the following research methods were used: structural-functional, economic-statistical and categorical analysis, evidence-based approach: comparative analysis method, materials of expert opinion and decision-making. The actual data from the Organization for Economic Co-operation and Development (OECD) and data from the Bureau of National Statistics of the Agency for Strategic Planning and Reform of the Republic of Kazakhstan were used as source data.

Originality/value of the research. Considering that the economic conditions of countries are of great importance, many students choose economically developing states that offer favorable conditions for workers. The authors studied the main macroeconomic parameters, which include GDP per capita, population size and average annual wages of workers, as well as the share of foreign students. At the same time, in the study, the authors carried out work on assessing and modeling the educational migration of students, which affects the economic activity of Kazakhstan in the form of the formation of its model. Also, based on statistical data, a table was created for the main countries where students strive to get an education, which are developed countries of the world, such as the USA, Austria, Australia, China, the Czech Republic and Japan.

Based on the created linear equation, estimating the share of foreign students, on the basis of which it is possible to determine foreign migration from the country at a certain level in the Republic of Kazakhstan.

Research results. In conclusion, the main measures and proposals are provided to reduce the educational migration of students from Kazakhstan.

The purpose of the study is to conduct a bibliometric analysis of scientific literature in the field of segmentation of the higher education to determine the degree of relevance and study of the problem and identify the main trends.

Research methodology. The collection of relevant scientific articles with bibliometric method was carried out in the Scopus database with keywords "marketing in higher education", "consumers", "higher education", "market segmentation". The study of scientific publications containing the relationship between marketing in higher education and segmentation was conducted. Scopus database analytics was used to visualize the data, and the VOSviewer software was used to analyze keywords.

The originality of the research lies in the systematisation of main approaches in segmentation and is one of the first studies with contribution to strategic segmentation in higher education. This study identifies key areas, central authors, and gaps.

The results of the study. The bibliometric analysis was carried out on 90 scientific articles, of which 20 articles with a high citation level from 10 international scientific journals. The results show a significant increase in interest in segmentation in the higher education, which is reflected in increasing number of publications on education, marketing, and social sciences. Many studies pay attention to the segmentation of students, but the target audience considered as applicants, parents, employers, and graduates. For future research, the authors recommend focusing on the segmentation of international students, urban and rural segments of students, and the graduate segmentation and consider specifics of higher education segmentation in Kazakhstan.

This article aims to study the process of regional tourism development in the country in the context of growing competition and global changes in the tourism industry in order to support and stimulate tourism activity in different regions of the Republic of Kazakhstan, to improve the management of the system.

The purpose of the study. Includes analysis of regional tourism development in Kazakhstan and assessment of state regulation of the established system. This goal means developing recommendations for improving the management of innovation and productivity in the context of the Turkestan example, identifying the main problems faced by the authorities and improving the regional tourism management system.

Research methodology. The following scientific methods were used in the work: extrapolation, graphic method, data analysis, calculations and statistical analyses.

Uniqueness\value of research. The research is highly relevant in the context of the dynamic growth of the tourism industry in Kazakhstan and is an important step in the sustainable development of regional tourism in the country and making state regulation more effective.

Research results:

1. World practices were analyzed and aspects that could be adapted to Kazakhstani conditions were considered.
2. Within the example of Turkestan, the results of the research on state regulation of the existing system, increasing productivity and management of innovations, were presented and evaluated.
3. Limitations and problems in the existing system of state regulation of regional tourism development in Kazakhstan were identified.
4. An analysis of the economic and political aspects of tourism regulation and its impact on cultural and social development in the regions was proposed.
5. Recommendations for improving the regional tourism management system in Kazakhstan were developed.

Purpose of the research – To develop recommendations on leveling the economic damage caused by the consumption of sugar-sweetened beverages (hereinafter – SSB) in Kazakhstan. It is caused by the economic damage caused by the consumption of drinks containing sugar, which often lead to various diseases that reduce the working capacity of the population. International practice in regulating the food market indicates the existence of similar problems in the global economic space and the search by many countries for ways to develop an effective system to offset the economic damage from the consumption of beverages with added sugar by government regulation methods. This is one of the guidelines of the state policy aimed at improving the health of the population, improving their quality of life and opportunities to promote economic growth.

The research methodology is based on the use of methods of systematic, comparative, functional, economicmathematical-statistical analysis and synthesis.

The originality (value) of the study lies in the fact that based on the analysis of the number of diseases among the population of Kazakhstan that develop as a result of SSB consumption and its impact on the working capacity of the population, an assessment was made of the potential economic damage from drinking beverages with added sugar based on the DALY coefficient. Thus, according to the results of a study the size of lost profits in the development of diseases with continued consumption of sugar-sweetened beverages amounted to 3.2 trillion tenge in Kazakhstan in 2023. The research was conducted on the basis of data from the information systems of the Ministry of Health of the Republic of Kazakhstan on patients registered at the dispensary.

The results of the study are recommendations on the development of a tax system aimed at regulating the sugar-sweetened beverages market, contributing to improving public health, improving the quality of life and economic growth in Kazakhstan.

The study can become a valuable tool for developing effective government policies to improve the health of the population, increase their quality of life and their impact on ensuring the economic growth of the country.

Purpose of the research. The primary aim of this study was to develop a comprehensive model that investigates the relationships between selected Brand Positioning Efforts—namely Price, Place, and Promotion—and the development of Brand Equity. The research focused on assessing the mediating role of three key dimensions of Brand Equity: Perceived Quality, Brand Loyalty, and Brand Awareness/Image, in establishing a connection between the independent and dependent variables.

Methodology. The study was conducted within the restaurant market in Almaty, Kazakhstan, using data collected from online questionnaires distributed to customers who had recently visited a restaurant in the city. The sample data were analyzed through a structural equation modeling approach to test twelve hypotheses that posited positive relationships among the variables.

Originality/Value of the research. This research provides significant insights into the factors that influence Brand Equity in a developing market context. By highlighting the importance of Place and Price over Promotion in building Brand Equity, the study offers practical implications for marketers within the restaurant industry and beyond, contributing to the body of knowledge on strategic brand positioning.

Findings. The findings indicated that Place and Price play critical roles in the process of building Brand Equity in the Kazakhstani restaurant market, while Promotion did not exhibit a significant influence. Place demonstrated the strongest positive impact on Perceived Quality, Brand Loyalty, and Brand Awareness/Image, followed by Price. The results emphasize that restaurants in Almaty should prioritize physical location and pricing strategies to effectively build Brand Equity.

Purpose of the research. Analysing the impact of the accuracy of accounting data on the effectiveness of management decisions in commercial companies in the CIS.

Methodology. Empirical and statistical analyses.

Originality / value of the research. A comprehensive approach to studying the impact of accounting data accuracy on the effectiveness of management decisions in the context of CIS companies. The study combines empirical and statistical analyses to provide a comprehensive view of the problem. The results of the study offer specific practical recommendations to improve accounting and management, which contributes to the competitiveness and sustainable development of enterprises.

Findings. This research study revealed a direct relationship between the accuracy of accounting data and the effectiveness of management decisions. The analyses demonstrated that an increase in accounting accuracy indicators contributes to the improvement of profitability, profitability and growth rates of organisations, which allow the effectiveness of management decisions to be assessed. The main problems affecting the accuracy of data are identified. Effective recommendations for solving the problems affecting the accuracy of accounting data are formulated.

This article aims to identify the impact of gender in the process of candidate recruitment for vacant managerial positions at private enterprises in Kazakhstan.

Methodology – in-depth semi-structured interviews with HR specialists and heads of recruitment agencies in the largest cities of the Republic of Kazakhstan.

The originality/ value of the research - the first study in Kazakhstan that substantiates the gender aspect of personnel recruitment and justifies barriers for women applying for leadership positions.

The results of the study – this research has revealed gender-stereotyped bias against women candidates for leadership positions in private enterprises of the Republic of Kazakhstan based on their childbearing age, motherhood, less stamina, and mobility, as well as the association of a leader with men. The study showed that women in STEM (science, technology, engineering, and mathematics) experience the greatest difficulties in moving up the career ladder, facing gender barriers at all levels of management and the unfriendly behavior of colleagues suffering from the Queen bee syndrome. This work demonstrates that the lack of gender competencies among decision-makers leads to bias and loss of the gender leadership potential of human resources and proposes recommendations for eliminating gender barriers in human resource management.

The purpose of the study is to assess their development based on the analysis of the current state of the international market of alternative online sources of financing. To consider the prospects for the development of online financing in the Republic of Kazakhstan.

Methodology. The article uses: a) empirical research – analysis of statistical data; b) analysis of the impact of alternative online financing (AOF) on economic, social and legal aspects using systematic methods; c) expert assessments of representatives of financial institutions, in particular, the Cambridge Centre for Alternative Finance (CCAF), University of Cambridge) and government agencies and d) comparative analysis of various countries, platforms and models of the AOF.

Originality / value of the research. The authors of the article have determined the scale, popularity, efficiency and market position of each business model under study. The authors believe that the potential of the AOF market in Kazakhstan seems to be very promising and cost-effective for the implementation of online financing models.

The results of the study. The authors of the article performed the following: a) the specific weights of regions in the global AOF market, their characteristics, advantages, risks and development trends are identified; b) analysis of alternative forms and models of online financing and their impact on the modern economic environment; c) the possibilities of using online financing for entrepreneurs, investors, regulators and other market participants are identified, in order to improving the efficiency and sustainability of this type of financing.

Purpose of the research – the aim of this study is to predict the demand for central bank digital currencies (CBDCs) using household survey data. Additionally, it seeks to develop a logit model to analyze the demand for cash and deposits, and to estimate the demand for CBDCs within the framework of this model.Methodology - the research methodology includes analysing the current microeconometric situation, in order to forecast the potential demand for CBDC in Kazakhstan compared to its close alternatives, using the framework developed by Li. Jiaqi (Li. Jiaqi, 2023) based on a structural demand model.

Estimating the potential demand for CBDC is important for understanding the impact of CBDC on banking products and the potential for utilising CBDC in Kazakhstan.

Originality / value of the research – the relevance of the chosen topic of the study is due to the rapid development of digital technologies and the introduction of central bank digital currency (CBDC) by many countries. The emergence of CBDC is inextricably linked to the socio-economic processes that condition the development of fiat money.

For a long time, cash money was the most universally used form of fiat money.

However, in recent years in most countries of the world there has been an objective process of falling demand for cash as a means of payment. This is due to the widespread digitalisation of the monetary sphere, which allowed banks in the 2000s to introduce new payment instruments and technologies that made cashless payments faster, more convenient, secure and universal. The latter is especially important for payments in ecommerce and mobile commerce networks.

Findings – the results of the study include: forecasting of CBDC demand using survey data collected by NAC Analytica for JSC "Centre for Development of Payment and Financial Technologies of the National Bank of the Republic of Kazakhstan" through web survey of households (2024). Also an important result of this study is the estimption of demand for CBC on the basis of household survey, construction of logit model of demand for cash and deposits, determination of demand for CBDC within the logit model.