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Realism and Fear in International Relations. - Pages 1-21. - Fear in the Works of Morgenthau, Waltz and Mearsheimer. - Pages 23-44. - Morgenthau and Fear. - Pages 45-70. - Waltz and Fear. - Pages 71-90. - Mearsheimer and Fear. - Pages 91-115. - Fear in Realism and Beyond. - Pages 117-141

The article is a result of research of role played by an international public association "Internet Engineering Task Force" in international Internet governance system. The object of the research is a process of construction of a system of institutions which coordinate development of Internet. In the article, potential of nongovernmental actors in this area is assessed. The article highlights causes and possible effects of IETF activities as the most highly respected nongovernmental associations which try to solve one of the urgent problems of world politics transformation of an existing approach to Internet governance. IETF approach is compared with approaches of other nongovernmental organizations and public associations such as ICANN, W3C and WaSP. The conclusion is made that authority of IETF in the community of Internet projects developers enables this public association to define the key characteristics of technological policy in Internet evolution. Thus, IETF is considered as one of the key actors of international system of Internet governance. Also, the importance of IETF-like associations has been underestimated by governmental actors yet. This underestimation determines Russian, Chinese and Iranian attacks on ICANN. These states support a project of full internationalization of Internet governance and consider ICANN as an organization which controls the Internet for the benefit of the United States of America. ; Статья является результатом исследования роли международного общественного объединения «Целевая группа по конструированию интернета» в системе международного управления интернетом. Объектом исследования является процесс становления системы институтов, координирующих развитие интернета. Оценивается потенциал негосударственных акторов в данной сфере. Выявляются причины и возможные последствия участия IETF как наиболее авторитетного из таких акторов в решении одной из актуальных проблем мировой политики трансформации сложившегося подхода к управлению интернетом. Подход IETF к управлению интернетом сравнивается с подходами других международных неправительственных организаций и общественных движений: ICANN, W3C и WaSP. Делается вывод о том, что авторитет IETF в среде разработчиков интернет-проектов даёт возможность этому общественному объединению определять ключевые черты технологической политики в сфере развития интернета, являясь одним из основных акторов международного управления интернетом. При этом значение сообществ, подобных IETF, пока недооценивается государственными акторами. Именно этим обусловлены нападки России, КНР и Ирана, выступающих за полную передачу управления интернетом международному сообществу, на ICANN, воспринимаемую этими государствами как организацию, управляющую интернетом в интересах Соединённых Штатов Америки.

Contemporary international trademark management SUMMARY The objective of this master work is to analyze the globalization economy and how it influences the strategic trademark management, to show the main tendencies and effects of it. The chosen approach is the analysis of the trademark management aspects, such as global society, economical infrastructure and technological development of the market. This master work is written to show the most important evolution tendencies in the World, which influence international trademarks. Globalization and rapid Information Technology development are main reasons for trademarks becoming of a great importance. Present market situation show us that companies need to know, how to manage trademarks, and be able to leverage global markets and in this way to gain competitive advantages. It is one of the few strategic assets available to the company that can provide a long-lasting competitive advantage. There is also rediscovered that the best kind of loyalty is brand loyalty, not price loyalty or bargain loyalty, because in our materialistic societies, people want to give meaning to their consumptions. So, in this way, only brand that add value to the product and tell a story about the consumer, or situate their consumption in a ladder of immaterial values, can provide this meaning. Trademark management means systematic creation, processing, controlling and distribution of it, competence and expertise within the producer. The main features of the global trademark management are its innovative nature, openness, visual and dynamic. Consumers evaluate trademarks according to their image, value, notoriety, loyalty, because it expresses the main aim the trademark management – creating identity and unique. Trademark management is not the new sphere to the market. But now it has taken the main position in the World's political, economical, social, cultural evolution. It is caused by the informational, technological, innovations environment. Integrating into the global market, made the greatest influence national countries economical situation, it's trademark's management processes. Earlier they were concentrated on the local, national aspects, and now they have to be renewed with the international, global ones which give new potential for effective cooperation between: economics and science, public and private sectors all over the world. Trademark management plays an essential role in all global markets supporting new systems for business, social life, culture, increasing the effectiveness of the country's economy.

Contemporary international trademark management SUMMARY The objective of this master work is to analyze the globalization economy and how it influences the strategic trademark management, to show the main tendencies and effects of it. The chosen approach is the analysis of the trademark management aspects, such as global society, economical infrastructure and technological development of the market. This master work is written to show the most important evolution tendencies in the World, which influence international trademarks. Globalization and rapid Information Technology development are main reasons for trademarks becoming of a great importance. Present market situation show us that companies need to know, how to manage trademarks, and be able to leverage global markets and in this way to gain competitive advantages. It is one of the few strategic assets available to the company that can provide a long-lasting competitive advantage. There is also rediscovered that the best kind of loyalty is brand loyalty, not price loyalty or bargain loyalty, because in our materialistic societies, people want to give meaning to their consumptions. So, in this way, only brand that add value to the product and tell a story about the consumer, or situate their consumption in a ladder of immaterial values, can provide this meaning. Trademark management means systematic creation, processing, controlling and distribution of it, competence and expertise within the producer. The main features of the global trademark management are its innovative nature, openness, visual and dynamic. Consumers evaluate trademarks according to their image, value, notoriety, loyalty, because it expresses the main aim the trademark management – creating identity and unique. Trademark management is not the new sphere to the market. But now it has taken the main position in the World's political, economical, social, cultural evolution. It is caused by the informational, technological, innovations environment. Integrating into the global market, made the greatest influence national countries economical situation, it's trademark's management processes. Earlier they were concentrated on the local, national aspects, and now they have to be renewed with the international, global ones which give new potential for effective cooperation between: economics and science, public and private sectors all over the world. Trademark management plays an essential role in all global markets supporting new systems for business, social life, culture, increasing the effectiveness of the country's economy.