SOCIAL AND TERRITORIAL EFFECT OF STATE ORDER: INFLUENCE ON THE DEVELOPMENT OF HUMAN CAPITAL AND REGIONAL BRAND IN THE SERVICE ECONOMY

This article provides a comprehensive analysis of the impact of public procurement mechanisms on the development of human capital and the regional brand in the service economy. The study highlights the strategic role of state orders in enhancing professional mobility, upskilling labor forces, supporting innovation, and modernizing regional educational institutions. Special attention is paid to the territorial differentiation of public procurement allocation and its social function– reducing unemployment, fostering social cohesion, and improving quality of life. The article also underscores the contribution of public procurement to shaping a positive regional image, advancing SMEs, promoting interregional cooperation, and driving the digitalization of service infrastructure. It concludes that public procurement serves as a key driver of sustainable and balanced regional development amid digital transformation.