The main goal of the article is to formalize the key business models of marketing of modern companies and substantiate the key stages, types and trends of development. The relevance and need to pay significant attention to the marketing digital business model when organizing a business is substantiated. Using structural and logical analysis and criticism of scientific research, the essence, advantages and disadvantages are determined, the main blocks, stages and key elements of the structure of business models of modern companies are argued. It has been proven that marketing digital business models serve as a logical and visual plan for organizing all business processes of companies from production, marketing, sales and logistics to building a hierarchy of profitability. The key development trends are substantiated and the most popular business models of business organization in modern conditions are structured on the basis of scientific generalization, structural and logical analysis and mathematical modeling. Practical significance is characterized by the fact that the marketing business models of world-class companies are generalized and structured, taking into account their specifics and characteristics. Practical recommendations and key stages of building a company’s business model and its implementation into reality have been formed to achieve strategic business goals.

Under the developing trend of artificial intelligence (AI) technology gradually penetrating all aspects of society, the traditional language education industry is also greatly affected ^[1]. AI technology has had a positive impact on college English teaching, but it also presents challenges and negative impacts. On the positive side, AI technology can provide personalized learning experiences, real-time feedback, and autonomous learning opportunities, and so on. However, it may also lead to a lack of communication between students and humans, resulting in a decline in students’ interpersonal skills, and cause students’ dependence on online learning resources as well as possible risks to student data privacy and security, and other negative impacts. To address these challenges, teachers can adopt the following countermeasures: improving teachers’ skills in the use of AI technology incorporated in the classroom, offering personalized instruction to reduce students’ dependence on AI technologies, emphasizing the cultivation of students’ humanistic literacy and interpersonal communication ability. Additionally, colleges and technology providers should strengthen data security and privacy protection to ensure the safety and confidentiality of student data. By implementing comprehensive measures, we can maximize the advantages of AI technology in college English teaching while overcoming potential issues and challenges.

This article discusses one of the problems of using digital technologies, namely the complexity of assessing the effectiveness of their implementation. Since the use of digital twins at the enterprises of the fuel and energy complex (FEC) has recently become relevant, the authors have chosen the digital twins technology for consideration in this article. For the successful implementation of digital technologies, the authors propose a system of evaluation indicators that will measure the effectiveness of Digital Twins implementation and determine the benefits obtained. The advantages of digital twins include improved management and monitoring, optimization of production processes, prediction of equipment failures, as well as reduced maintenance costs and increased overall efficiency of FEC systems. As a methodological basis for the study, authors use the system of balanced indicators proposed by R. Kaplan and D. Norton, which served as the basis for the development of a set of performance indicators of the fuel and energy complex enterprise with the introduction of digital twins. As a result of the study, a list of indicators for monitoring the effectiveness of digital twins implementation was determined. The study identifies performance indicators for digital twin implementation, with future research aimed at quantitative assessments. The enterprise can implement a digital twin system with a WACC of 10.99%, payback period of 8.06 years, IRR exceeding the discount rate by 9.07%, a 3.5% reduction in harmful emissions, and a 2.5% efficiency increase.

The objectives of this qualitative research are to study problems and factors promoting success in the career path of government officials in the Ministry of Higher Education, Science, Research, and Innovation (MHESI) in Thailand. The study also finds out career path model to opinions between executives and government officials. This qualitative employed in-depth interview and focus group discussion with executives, academics, and civil servants. It found that the problem was the planning and management of career path due to lacking of standard pattern. Also, it found that the model of career path provides practitioners with career advancement opportunities and job titles from the very beginning to the very top where they can advance and can plan their career progression. The model also provides an opportunity to explore officers’ competencies, aptitudes, and interests that are appropriate for any type of work in the organization and able to prepare them to perform the job, which will affect the success of civil servants’ work and human resource management to create career path and develop oneself to be able to compete for academic and professional excellence, as well as prepare the government officers for appropriate positions in the future.

The objective of this research paper is to investigate potential avenues for value creation in the refined sugar market for domestic use, a market currently facing a critical juncture. The growing concerns about the health impacts of sugar have resulted in a notable decline in demand. Furthermore, changes in European Union regulations have introduced additional operators into the Spanish market, increasing competition and amplifying the need for innovation. This study examines how brands can respond to these challenges by enhancing their value proposition through market segmentation, targeted marketing strategies, and adaptive packaging solutions. To achieve this objective, we have conducted market research, which involved an in-depth interview, and a questionnaire distributed to 402 individuals responsible for household purchases. The findings suggest potential approaches for addressing the needs of consumers with a focus on health and well-being, while simultaneously enhancing the durability of products, thus facilitating greater brand differentiation. Furthermore, the study underscores the pivotal role of public policies and regulatory frameworks in influencing consumer behavior and market dynamics. Policies promoting sugar alternatives, labelling requirements, and packaging innovations have been demonstrated to impact brand strategies and consumer preferences. By aligning with these policy-driven shifts, companies can enhance their positioning in a mature and competitive market. This research contributes to the existing literature on brand value in commodity markets by integrating insights into the impact of regulation and consumer segmentation. Our recommendations emphasize the importance of marketing strategies that are informed by an understanding of the policy context, which not only enhances brand equity but also promotes sustainable growth in the retail sugar industry.

Comparative studies of national values are becoming increasingly important in the context of contemporary globalization processes. An essential condition for the shaping of national values in learners is the enrichment of pedagogical technology with components of digital technology. Both qualitative and quantitative approaches were used in the current study. The purpose of this research is to examine the efficacy of mobile learning in shaping the national values of prospective teachers. The experiment included 180 participants. Diagnostics of the levels of national values formation in the initial stage confirmed the assumption about the low formation of national values among teacher candidates and, consequently, the need for targeted work on their formation. This study demonstrates that significant advances in students’ national values have occurred following the introduction and testing of mobile learning with experimental group (EG) participants to shape national values. The data from this study can serve as the basis for creating strategies for shaping the national values of learners in universities and as a methodological basis for adapting mobile learning for the shaping of national values.