The role of digital technologies in increasing the competitiveness of branded products

In the conditions of increasing market competition and standardization of product offerings, the problem of forming the companies’ competitiveness remains urgent. The purpose of the study is to develop practical recommendations for improving the competitiveness of branded products through the introduction of digital technologies. To achieve the goal, a behavioral and active approach to competition is applied. Competitiveness is considered as the result of actions that strengthen the company’s competitive position in the market. The possibility of using digital technologies in the process of creating additional consumer value as the basis for the competitiveness of the product offer is investigated. The results of the analysis of scientific publications and best practices in the field of development and implementation of digital technologies in the economic activities of market relations entities are presented. The novelty of the research lies in identifying the role of the use of digital technologies in increasing the competitiveness of branded products and determining the conditions for their successful implementation to achieve the objectives of forming the competitive advantages of the company. The results of the analysis allowed us to draw the following conclusions: companies, when forming competitive advantages with the help of digital tools, need to develop purposefully comprehensive digitalisation programs, and not be limited to the implementation of short-term projects for the introduction of a particular technology; identify and implement a strategy for creating value for consumers that would be inaccessible to competitors; coordinate the resources and efforts available to the organization in terms of the formation of digital competencies of employees

ЛУК МНОГОЯРУСНЫЙ – ЧАСТИЧКА В ГЛОБАЛЬНОМ БИОРАЗНООБРАЗИИ

Only administrative measures are not able to ensure the priority of existence for great number of biological species. There should be contribution of each population, regions in many countries and each person. Responsibility for nature and concern for future generation are our common duty. The forgotten culture of tree onion has revived as it has been shown in Italy and the work for preservation of its biodiversity is in progress, already showing fruitful results. The interesting cuisine recipes with tree onion are also presented in the article. Задача обеспечить право на существование огромному количеству биологических видов слишком разнопланова, чтобы решить ее административными мерами. Здесь нужен посильный вклад населения каждой страны, каждой местности, каждого человека. Ответственность за природу и забота о будущих поколениях – наш общий долг. В статье на примере возрождения забытой культуры лука многоярусного в Италии показано, что работа по сохранению биоразнообразия может быть вполне конкретной и плодотворной.

The role of digital technologies in increasing the competitiveness of branded products

The article is devoted to the problem of brand promotion management in accordance with the 2030 Agenda for Sustainable Development adopted by UN for years 2016–2030 for all countries of the world. The authors of the article point out that in the new realities implying an intensive use of digital and Internet technologies in communication processes, there is a problem of the carbon footprint increasing due to the use of the Internet and its supporting systems. The necessity and possibility of leveling digital garbage through effective brand communications management are examined. The study is based on the use of general scientific methods. According to the conclusion of the authors, when creating a brand communication system, organizations should competently approach the development of annual promotion programs, taking into account the sustainable development agenda as much as possible. The novelty of the study lies in the development of the structure and content of a brand promotion program whose use will make it possible for a company to form long-lasting relationships with its customers and other stakeholders, which can be based on creating additional value in the process of jointly solving tasks in order to achieve sustainable development goals. In the structure of the brand promotion program proposed, a special place is given to analytics that allow to define achievable goals and identify target groups ready to cooperate in the pursuit of common goals, creating additional value. The findings of the study can be applied by companies interested in brand capital growth through strengthening the brand’s position in the experience of consumers and the public as well as establishing the idea that the brand is sustainable and socially responsible

Assessment of adaptability and potential productivity of spring soft wheat in the conditions of the Ryazan region

The article gives a comprehensive assessment of 5 varieties (Lada, Agata, RIMA, Arcea, Maestro) and 5 breeding lines of spring soft wheat according to the yield and adaptive properties. The studies were carried out in 2018-2022 in the conditions of the Ryazan region on dark gray forest soil. The potential for productivity and adaptability was determined according to the method of L. A. Zhivotkov et al., the degree of yield variation (СV, %) – according to B. A. Dospekhov,  the yield range (d, %) – according to V. A. Zykin, index of stability (L') – according to A. A. Gryaznov, the indicator of the level of stability of the yield of a variety (PUSS) – according to E. D. Nettevich et al., ecological plasticity (bi), stability of yield (σ2d) and index of environment conditions (Ij) – according to S. A. Eberhart and W. A. Russell. It has been established that on average for 2018-2022 the highest yield potential was noted in the varieties Arcea (5.19 t/ha), Maestro (5.69 t/ha) and line  268 (5.33 t/ha). It was revealed that the productivity of the Maestro variety and line 268 was higher than the average varietal both under favorable conditions of 2022 (Ij = +6.2) – by 16.3 and 9.7 %, and under unfavorable dry conditions of 2019  (Ij = -5.4) – by 22.0 and 24.5 %, respectively. The productivity of the Arcea variety under conditions of severe drought was 99.1 % of the average varietal, which indicates good adaptive properties. As the result of the assessment by the linear regression coefficient (bi), it has been established that the varieties RIMA, Agata, Lada, Arcea actively respond to the improvement of external environmental factors (bi = 1.23; 1.35; 1.43; 1.52, respectively). According to the results of a comprehensive assessment of adaptive properties, the Maestro variety and line 898 were distinguished, which were characterized by a relatively stable yield (СV – 9.3 and 5.2%; σ2d  – 7.71 and 9.09; L' – 6.12 and 9.44; PUSS – 209.6 and 176.5 %, respectively) and high adaptability to environmental conditions (CA – 1.17 and 1.01, respectively)

Chronic Epstein-Barr viral infection in children: a clinical case

The urgency of Epstein-Barr virus infection is explained by wide circulation of Epstein-Barr virus among children and adults, its tropism to immunocompetent cells with lifelong persistence after primary infection and polymorphism of clinical manifestations from subclinical forms, infectious mononucleosis to formation of oncological, autoimmune hematological diseases.Persistence of Epstein - Barr virus Leads to suppression of cellular immunity, decreased production of interferons and nonspecific protection factors, which contributes to reactivation of persistent infection, most often without mononucleosis-like syndrome, and the appearance of atypical mononuclears in blood with the formation of lymphoproliferative, intoxication, astheno-vegetative syndrome, long-term subfebrile condition, which dictates the need for immunocorrective therapy. This article presents a clinical case describing and analyzing the course of a chronic Epstein-Barr virus infection in a preschool child (5 years 8 months) with a pre-morbid background. Episodes of reactivation of chronic persistent infection occurred under the mask of acute respiratory infection with lymphoproliferative syndrome, purulent tonsillitis, purulent adenoiditis. Therapy, including antibiotics, short-course antiviral agents, bacterial lysates, and physiotherapy, had a temporary and short-lived effect. meglumine acridonacetate. The described clinical case demonstrates the effectiveness of the inclusion of meglumine acridonacetate, which has antiviral, immunomodulatory and anti-inflammatory effects, in the complex treatment of Epstein-Barr virus infection, This allowed to obtain fairly rapid positive clinical dynamics of relieving intoxication and febrile and lymphoproliferative syndromes in the acute period, and subsequently - astheno-vegetative syndrome and achieve the transition of active chronic Epstein - Barr virus infection into a latent form

Adequateness assessement of percolate and temperature model using MSU Large lysimeters

The assessement of PEARL model adequateness was carried out on the basis of temperature and percolate data obtained by means of MSU Large Lysimeters. Lysimeters are used in experimental soil science mostly for investigating water balance and substance or ions transport from observed horizons or full soil profile. PEARL 4 model, the water prediction block of which is built on the basis of classical SWAP model, uses preferential water flow describing mechanism. Systematical observation of experimental soils in MSU Large lysimeters allowed obtaining extensive data on temperature and soil moisture dynamics, as well as percolate from bottom border. Thеsе measurements are unique and can become the basis for adaptation, verification and setting of mass and energy transfer models. It was shown, that mathematical parametric model requires adjustment for reaching reliable values of percolate from bottom border, moisture and temperature profiles. It can be achieved by selection of water retention curve (WTC) approximation parameters. It was noticed that the error for all predicted parameters increases in winter period. Thereby, the use of such matter transfer models in soil are problematic for long-term prognosis. For example, due to the annual error accumulation before the spring season such models cannot be applied for estimation of the risk of ground water pollution with agrochemicals

Оптимизация лечения Эпштейна-Барр вирусного инфекционного мононуклеоза у детей

The paper presents the results of observation of 103 children aged from 10 months to 15 years with EBV-associated infectious mononucleosis (IM), determined in 32% by acute primary Epstein-Barr virus infection (AEBVI) and in 68% of cases by reactivation of chronic Epstein-Barr virus infection (CEBVI). Clinical and laboratory characteristics of the course, depending on the form of infection, were investigated. As a clinical outcome of infectious mononucleosis in patients with primary infection latent infection after a year is formed 5.8 times more often than in patients with chronic Epstein-Barr virus infection (CEBVI). The high efficiency of recombinant interferon monotherapy in patients with primary acute infection was recorded and the expediency of combined etiotropic therapy in the treatment of chronic Epstein-Barr virus infection was found out.В работе представлены результаты наблюдения за 103 детьми в возрасте от 10 месяцев до 15 лет с ВЭБ-ассоциированным инфекционным мононуклеозом (ИМ), обусловленным в 32% острой первичной Эпштейна-Барр вирусной инфекцией (ОЭБВИ) и в 68% случаев реактивацией хронической (ХЭБВИ). Выявлены клинико-лабораторные особенности течения ИМ в зависимости от формы инфекции. В исходе ИМ при первичном инфицировании в 5,8 раза чаще, чем при ХЭБВИ, через год после перенесенного заболевания формируется латентная инфекция. Показана высокая эффективность монотерапии рекомбинантными интерферонами при первичной инфекции и обоснована целесообразность комбинированной этиотропной терапии при лечении ХЭБВИ

ОПТИМИЗАЦИЯ ЭТИОТРОПНОЙ ТЕРАПИИ ОСТРЫХ РЕСПИРАТОРНЫХ ВИРУСНЫХ ИНФЕКЦИЙ У ДЕТЕЙ

The etiology and clinical manifestations of SARS in children in different epidemic seasons are studied. It is shown that influenza takes a leading role (91,2 %) in the etiological structure of SARS with flu-like syndrome in the epidemic season. In the absence of clinical flu-like syndrome SARS of other etiologies (64,7 %) predominate. In other epidemic influenza seasons probability of the presence of flu-like syndrome is 23,1%. the authors suggest differentiated approach to the choice of antiviral drugs. Presence of flu-like syndrome, epidemic season , age of the patient should be considered. Efficacy of Anaferon drug for children is studied.Изучена этиология и особенности клинических проявлений ОРВИ у детей в различные эпидемические сезоны. Показано, что в этиологической структуре ОРВИ с клиникой гриппоподобного синдрома (ГППС) в эпидемический сезон гриппа лидирует грипп (91,2%), при отсутствии в клинической картине ГППС в этот сезон преобладают ОРВИ другой этиологии (64,7%). В другие эпидемические сезоны вероятность гриппа при наличии ГППС 23,1%. Предложен дифференцированный подход к выбору противовирусных препаратов с учетом наличия клиники гриппоподобного синдрома, эпидемического сезона, возраста пациентов. Изучена эффективность препарата Анаферон детский в лечении детей с ОРВИ

Этиологическая структура острых респираторных заболеваний в 2009—2013 гг. у детей г. Воронежа

The analysis of the etiology of acute respiratory infections was carried out in 865 children hospitalized to a hospital infection in the ears 2009—2013. It was found that respiratory viruses dominated in the etiological structure of acute respiratory infections of children, with a leading position in the number of revised survey diagnoses in different years of observation occupied influenza, but in recent years there is a growth trend of respiratory syncytial virus infection. The most pronounced seasonality of hospitalized children to help in the verification of the diagnosis, there was just the influenza, and mycoplasma infection. Children of preschool and school age with influenza and micoplasma infections are hospitalized more often, while for respiratory diseases other etiology, especially with respiratory syncytial virus infection children up to 3 years are hospitalized.Проведен анализ этиологии острых респираторных заболеваний у 865 детей, госпитализированных в инфекционный стационар г. Воронежа (РФ) в 2009—2013 гг.. Установлено, что в этиологической структуре острых респираторных заболеваний у детей преобладали респираторные вирусы, причем лидирующую позицию в разные годы наблюдения занимал грипп, однако в последние годы имеется тенденция роста респираторно-синцитиальной инфекции. Наиболее выраженная сезонность при поступлении детей в стационар, помогающая в верификации диагноза, отмечалась только при гриппе и микоплазменной инфекции. При гриппе и микоплазменной инфекции чаще госпитализируются дети дошкольного и школьного возраста, в то время как при респираторных заболеваниях другой этиологии, особенно при респираторно-синцитиальной инфекции, это дети до 3 лет

СЛУЧАЙ ТЯЖЕЛОГО ОСЛОЖНЕННОГО ТЕЧЕНИЯ ТЕНИАРИНХОЗА С АТИПИЧНОЙ ЛОКАЛИЗАЦИЕЙ ГЕЛЬМИНТА

Documented case of the clinical observations of the complicatedcourse of beef tapeworm infection (Taenia saginata) have a child 17  years of age. Three years ago, the patient first noticed the active  isolation of the cuttings from the anus. Other clinical symptoms were absent and the disease was latent. At the end of may 2017,  symptoms of an acute abdomen developed and an appendectomy  was performed on 03.06.2017. Diagnosis after surgery: acute  gangrenous perforative appendicitis, periappendicular abscess,  diffuse purulent peritonitis. 07.06.2017 was a single vomiting. In the vomit seen the segments of the flat worm. 09.06.2017,  segments of worms found in the feces. They were identified as  arthropods of Taenia saginata. From 14.06.2017 the patient’s  condition worsened, the temperature increased, there were pains in  the left half of the chest. In the following days the condition remained grave. According to CT (from 19.06.2017) helminth was determined in the  lumen of the left lower salt bronchus. Bronchoscopy was performed  (21.06.2017), which reduced the presence of signs of inflammation  of the left lower salt bronchus. Worms are not detected. Sputum  sowing was performed, but sputum microscopy was not carried out.  Ultrasound (23.06.2017) showed the presence of fluid in the left  pleural cavity. Puncture was performed and 70 ml of serous fluid was obtained. In the future, double-prosodical puncture which was obtained 600 and 500 ml of a yellow viscous exudate. On  29.06.2017, teniid eggs were found in sputum. Praziquantelum is  prescribed 25 mg / kg once. On 04.07.2017, the fourth puncture of  the pleural cavity was performed, 200 ml of light yellow effusion was obtained. In the days following the symptoms of pleurisy had disappeared and 10.07.2018, came recovery. Lung damage, which  developed as a result of aspiration of the arthroplasty Taenia  saginata was accompanied by a  rare dry cough and moderate  severe intoxication syndrome. The severity of the patient’s condition  was determined by severe respiratory failure and pain. Auscultation  of the wheezing was not. Over the lesion was sharply pronounced  weakened breathing. In the peripheral blood was determined by high ESR, moderate leukocytosis and no eosinophilia.Подробно описан клинический случай осложненного течения тениаринхоза (Taenia saginata)  у ребенка 17 лет. Три года назад пациент впервые заметил активное выделение члеников  из анального отверстия. Другие клинические симптомы отсутствовали, и заболевание  протекало латентно. В конце мая 2017 г. развились симптомы острого живота, 03.06.2017 г.  выполнена аппендектомия. Диагноз после операции: острый гангренозный перфоративный  аппендицит, периаппендикулярный абсцесс, диффузный гнойный перитонит. 07.06.2017 г.  была однократная рвота. В рвотных массах замечены членики плоского червя. 09.06.2017 г. членики гельминта обнаружены в фекалиях. Они были идентифицированы как членики  Taenia saginata. С 14.06.2017 г. состояние больного ухудшилось, повысилась температура,  появились боли в левой половине грудной клетки. В последующие дни состояние оставалось тяжелым. По данным КТ (от 19.06.2017 г.) гельминт определялся в просвете левого  нижнедолевого бронха. Выполнена бронхоскопия (21.06.2017 г.), которая установила наличие признаков воспаления левого нижнедолевого бронха. Гельминт не обнаружен. Выполнен посев мокроты, но микроскопия мокроты не проводилась. УЗИ (23.06.2017 г.)  показало наличие жидкости в левой плевральной полости. Проведена пункция, получено 70 мл серозной жидкости. В дальнейшем дважды проводилась пункция, в результате чего было получено 600 и 500 мл желтого вязкого экссудата. 29.06.2017 г. в мокроте были  обнаружены яйца тениид. Назначен Praziquantelum 25 мг/кг однократно. 04.07.2017 г. проведена четвертая пункция плевральной полости, получено 200 мл светло-желтого  выпота. В последующие дни симптомы плеврита исчезли, 10.07.2017 г. наступило выздоровление.  Поражение легких, которое развилось в результате аспирации  членика Taenia saginata, сопровождалось редким сухим кашлем и умерено выраженным  синдромом интоксикации. При этом тяжесть состояния пациента определялась выраженной  дыхательной недостаточностью и болевым синдром. При аускультации хрипов не было. Над  очагом поражения было резко выраженное ослабленное дыхание. В периферической крови  определялась высокая СОЭ при умеренном лейкоцитозе и отсутствии эозинофилии