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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">esp</journal-id><journal-title-group><journal-title xml:lang="ru">Economy: strategy and practice</journal-title><trans-title-group xml:lang="en"><trans-title>Economy: strategy and practice</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">1997-9967</issn><issn pub-type="epub">2663-550X</issn><publisher><publisher-name>Институт экономики</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.51176/1997-9967-2021-4-6-17</article-id><article-id custom-type="elpub" pub-id-type="custom">esp-532</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>ИННОВАЦИИ, ИННОВАЦИОННО-ТЕХНОЛОГИЧЕСКОЕ РАЗВИТИЕ, ЦИФРОВИЗАЦИЯ</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>INNOVATION, INNOVATION AND TECHNOLOGICAL DEVELOPMENT, DIGITALIZATION</subject></subj-group></article-categories><title-group><article-title>Цифровые факторы влияющие на развитие малого и среднего бизнеса в контексте COVID-19</article-title><trans-title-group xml:lang="en"><trans-title>Digital Factors Influencing Small and Medium-Sized Businesses in the Context of COVID</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-2548-4510</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Макашева</surname><given-names>Р. С.</given-names></name><name name-style="western" xml:lang="en"><surname>Makasheva</surname><given-names>R. S.</given-names></name></name-alternatives><bio xml:lang="ru"><p>докторант</p><p>ул. Сатпаева, 16А, 050013, Алматаы</p></bio><bio xml:lang="en"><p>Raushan S. Makahseva – Doctoral student </p><p>16a Satpayeva Str., 050013, Almaty</p></bio><email xlink:type="simple">20210806@turan-edu.kz</email><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0001-7511-1889</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Тусупова</surname><given-names>Л. А.</given-names></name><name name-style="western" xml:lang="en"><surname>Tussupova</surname><given-names>L. A.</given-names></name></name-alternatives><bio xml:lang="ru"><p>проректор по академической деятельности</p><p>ул. Сатпаева, 16А, 050013, Алматаы</p></bio><bio xml:lang="en"><p>Leila A. Tussupova - Vice-Rector for Academic Affairs</p><p>16a Satpayeva Str., 050013, Almaty</p></bio><email xlink:type="simple">l.tussupova@turan-edu.kz</email><xref ref-type="aff" rid="aff-1"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Университет Туран</institution><country>Казахстан</country></aff><aff xml:lang="en"><institution>Turan University</institution><country>Kazakhstan</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2021</year></pub-date><pub-date pub-type="epub"><day>30</day><month>01</month><year>2022</year></pub-date><volume>16</volume><issue>4</issue><fpage>6</fpage><lpage>17</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Макашева Р.С., Тусупова Л.А., 2022</copyright-statement><copyright-year>2022</copyright-year><copyright-holder xml:lang="ru">Макашева Р.С., Тусупова Л.А.</copyright-holder><copyright-holder xml:lang="en">Makasheva R.S., Tussupova L.A.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://esp.ieconom.kz/jour/article/view/532">https://esp.ieconom.kz/jour/article/view/532</self-uri><abstract><p>Образование стало важным механизмом в достижении гендерного равенства. На протяжении многих десятилетий доступ к образованию был одним из ключевых вопросов для женщин. Сегодня это проблема не только развивающихся, но и развитых стран. Женщины стали более активными в сфере высшего образования, особенно в получении степени магистра или доктора философии. Это связано с тем, что государственная политика направлена на улучшение структуры высшего образования. Он включает содействие диверсификации человеческих ресурсов среди академического персонала. В данной статье исследуется видение женщин относительно высшего образования. В чем важность этого? Это особенно карьерные возможности в высшем образовании. В нем также обсуждаются возможности карьерного роста для женщин в других областях, что влияет на желание женщин продолжить свое образование. Какое влияние это оказывает на личную жизнь? Высшее образование также охватывает состояние саморазвития, личного совершенствования и семейных отношений. Исследование проводилось в рамках изучения коммуникативного изменения социального поведения, которое включает четыре ключевых фактора социального поведения. Среди женщин было проведено полуструктурированное интервью. Для анализа интервью использовалась программа Dedoose. По результатам исследования были выявлены два основных фактора, которые имеют большое влияние на участие женщин в высшем образовании. Эти факторы являются культурными стандартными семейными проблемами. Основные результаты высшего образования для женщин: реализация потенциала, продвижение прав женщин. Это определяет важность социального поведения при разработке политики, разработке законов и нормативных актов.</p></abstract><trans-abstract xml:lang="en"><p>Education has become an important mechanism in the goal of gender equality achievement. For many decades, access to education was one of the key issues for women. These days it is an issue of not only developing countries but of developed ones as well. Women have become more active in higher education, especially in achieving master degree or PhD. This is due to that public policies are directed at the improvement of the structure of higher education. It includes promotion of human resources diversification among academic staff. This article studies the vision of women regarding higher education. What is the importance of it? This is especially carrier opportunities in higher education. It also discusses carrier opportunities for women in other fields, which has influence on women desire to continue their education. What influence does it have on private life? Higher education also covers state of selfdevelopment, personal improvement and family relationships. The study was provided under the framework of social behavior communication change, which includes four key factors of social behavior. There was conducted a semistructured interview among women. For the interview analysis, Dedoose software was used. According to the results of the study, there have been identified two main factors, which have a great Impact on women participation in higher education. These factors are cultural standard family issues. Major outcomes of higher education for women: potential realization, promotion of women rights. This determines the importance of social behavior in the development of a policy, development of laws and regulations.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>цифровизация</kwd><kwd>цифровые инструменты</kwd><kwd>МСП</kwd><kwd>цифровая экономика</kwd><kwd>устойчивое развитие</kwd></kwd-group><kwd-group xml:lang="en"><kwd>digitalization</kwd><kwd>digital tools</kwd><kwd>SME</kwd><kwd>digital economy</kwd><kwd>sustainable development</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Eller R., Alford P., Kallmünzer A. Peters M. 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