PROBLEMS OF CONTEXT AND CONCEPTUAL MANAGEMENT

Abstract

The aim of the study is to pay attention to the formation and implementation of a conceptual approach to management that is relevant to modern conditions. Conceptual management, as opposed to contextual management, allows to identify its elements, functionality, and, most importantly, to determine and balance the role of the subject and the object. The existing management concepts are eclectically presented in the Russian discourse and management practices. The system of professional standards developed in the country is designed to solve a whole range of management problems. However, the non-conceptual use of professional standards carries more harm than good, proving in parallel the existence of the national model of management, the main feature of which is the imbalance of subject–object communication. The article reveals the problems of the use of professional standards in respect of two categories of workers — Junior medical personnel and civil servants. Failure to comply with the requirements of the professional standard of the first category of employees threatens transfer to another lower position. Failure to comply with the requirements of the professional standard of civil servants does not entail any liability. The latter is shown by the example of targeting and formulation of texts of regional strategies. The presence of strategies is an incentive for the development of territories of any administrative level. However, the absence of an algorithm for compiling and evaluating such documents, analyzing the practices of their implementation, leveling the importance of this aspect in the system of assessing the activities of authorities leads to the fact that this tool of strategic management remains unclaimed in the system of territorial management. Two aspects of the problem of territorial strategizing are covered: (1) justification of the reasons — consequences of formulation of poor-quality strategies; (2) search of methodology of the analysis of texts of documents of strategies. The roots of the first problem should be found in the imbalance of subject–object communication in the national management model. To solve the second problem, the author proposes to use SEO analysis tools as a methodology for evaluating strategy texts. This tool solves the problem of auditing territorial strategies in the context of administrative, socio-psychological and linguistic aspects of civil servants.