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Over its 300-year history, the Kuzbass Region has become one of the strongest industrial and coal mining areas. However, new environmental requirements stipulated by the Paris Agreement and the EU Energy Strategy require a new diversified and innovative economy, i.e. comfortable conditions for people to live and do business. The Strategy for Socio-Economic Development of Kuzbass through 2035 was approved by Regional Law No. 163‑OS on December 23, 2020. The Strategy covers human capital, ecology, reclamation water resources, digitalization, economy, investment, tourism, exhibitions, etc. All these aspects are highlighted in the monographs of the Strategy of the Kuzbass Region. The publications prove that a long-term strategy should combine traditional and novel competitive advantages of the region, which include hydrogen cluster, transport infrastructure, digitalization of business and other spheres, better environmental conditions, forest and land reclamation, sustainable use of water resources, as well as the importance of rebranding the region on the domestic and international arena.

Subject. The article considers the development strategy of the Russian financial market under new economic conditions. Objectives. The purpose is to elaborate theoretical and practical proposals to improve the financial market strategy for boosting investment and economic growth in crisis. Methods. The study rests on strategizing, which allows to propose a number of initiatives to enhance the strategy of the financial market during the crisis period, based on trends, existing competitive advantages and opportunities of the Russian economy. Results. The paper shows the need to continue the transformation of the financial system, based not only on the liberal economic paradigm and recommendations of international institutions on the free movement of capital, but also on the use of its own strategy, aimed at economic development (including in industrial regions), enabling to address environmental factors. Conclusions. In times of crisis, it is necessary to stir up State institutions for development in financial markets, synchronize monetary and fiscal policies, strengthen the regulation of cross-border capital flows, and use the ESG strategies by public companies in Russia. The establishment of some additional restrictions on capital markets and the foreign exchange market by the financial regulator, the support for the ESG approach by State institutions for development and banks will mitigate systemic risks during crisis periods and attract financial resources to long-term investment projects of the real economy, encourage the growth of capitalization of companies, including in regions.

Subject. The article discusses how brand influences corporate and financial strategies. Objectives. We determine the role of brand in setting up transformation strategies, including M&A, financial indicators of companies. Methods. We relied upon methods of economic analysis and synthesis, comparison, matching. Strategic analysis is based on renowned concepts for strategic marketing and branding, including those proposed by M. Porter, Ph. Kotler, R. Kaplan and D. Northon, V. Kvint's methodology for strategy-setting. Results. Illustrating some cases, we justify the hypothesis stating that branding plays the most significant role in setting up transformation deal strategies for consumption sectors, light industry and fashion, while transformation processes in high-tech, banking are not always accompanied with rebranding. Furthermore, we suggest how it should be assessed whether it is reasonable to save a brand in case of M&A. Conclusions and Relevance. Businesses can refer to this study and respective cases to comprehensively evaluate business transformations, including new views of the role a brand plays for the financial feasibility of M&A deals across industries. The capitalization of a newly transformed company can be increased provided rebranding is more thoroughly considered as part of M&A.

A digital transformation strategy enables companies to build competitive advantages by improving interaction with their consumers and suppliers, and entering new markets. However, the creation of own trading platform by regional companies is not always economically effective. In this regard, it is important to establish digital platforms at the regional level with support from the region, in which several companies would participate. Such platforms will be able to compete more successfully not only with corporate platforms of large companies, but also with such platforms as Amazon and AliExpress. The strategic initiative for the development of regional digital platforms is primarily aimed at innovative companies, which promote their products to end users (BtC). However, regional platforms can serve different markets and different industries, including promotion of industrial products (BtB) produced in the regional industrial clusters of Kuzbass, as well as in other areas, for example, for monitoring indicators of environment pollution. The article discusses in detail the regional investment and financial platform, which is could be developed on the basis of the Kuzbass Investment Portal. Another promising digital platform is a digital system that allows to coordinate strategies at various levels – from federal, regional and industry, to local and private companies. A serious challenge in implementing strategic initiatives to establish regional platforms is the growing competition from foreign platforms. The author proposes to reduce the risks by introducing target restrictions on the operations of foreign platforms, as well as introducing a balanced level of data provision by platform participants.

This monograph proposes strategic transformations in the environmental sphere based on a transition to the principles of a green economy and on the implementation of modern technologies in order to protect and improve the state of the environment, preserve natural resources, and improve the quality of life in Russia and around the world. The proposals contained herein seeks to develop citizens' ecological culture, as well as to encourage and guide businesses to pursue working with green methodology. The principles of conservation of water and forest resources, the recreational role of specially protected natural areas, as well as the development of ecological tourism are considered.

The collective monograph "Conceptual Future of Kuzbass Region: Strategic Outlines of Development Priorities until 2071 (50-year Perspective)" presents strategic initiatives aimed at creating a better life for Kuzbass residents in the 50-years perspective. For this purpose, we justified strategic priorities of restoring the environment and natural resources efficient using, improving the urban environment, developing infrastructure and new industries in the region, and promoting Kuzbass products to foreign markets.