STRATEGIC CONTEXT OF ENTERING AND ACTIVITY OF DOMESTIC ENTERPRISES IN FOREIGN MARKETS IN THE CONDITIONS OF GLOBALIZATION: KEY ASPECTS AND ALTERNATIVES FOR STRATEGIC DECISIONS

Abstract

Alternative measures to ensure the competitiveness of an enterprise in foreign markets in accordance with the specifics of the situation and its possible development based on the strategy decomposition using the tree of the structure of strategic alternatives are considered. Various typical situations of business development in foreign markets and corresponding strategic alternatives of competitive behavior of the enterprise (strategic measures, decisions, actions) aimed at ensuring (supporting or developing) its competitiveness in the context of globalization are analyzed. The strategy of entry and activity in foreign markets is interpreted as the logic of the company's behavior on key aspects of the formation, operation and development of its business in the context of globalization. The typical strategic "pattern" of enterprises that carry out or intend to enter foreign markets and competitively conduct their business there, is formed in the context of issues related to the ways of entry, development and operation in foreign markets. It is concluded that problems in business are primarily the result of inefficient management due to lack of systematic strategic approach to solving problems of enterprise’s management, in particular in its entry into foreign markets and competition in them, rather than lack of automated accounting and information systems in and out of the enterprise. The proposed unified model of the tree of structure and alternatives to strategic decisions, represented in the form of a metaframe, will help to select the best solutions to key issues related to the entering and operating of domestic enterprises in foreign markets in the context of globalization.