GENERALIZED ANALYSIS OF APPROACHES TO DIVERSIFICATION OF EXPORT ACTIVITIES

Анотація

The problem of existence of different approaches to diversification of export activity in the conditions of actualization of formation of strategy of diversification of the enterprises in the international markets taking into account modern tendencies and conditions of doing business is investigated. The most common approaches to the formation of diversification of export activities of enterprises are identified. The analysis of different approaches to diversification of export activity and their generalization in the form of the generalized matrix of diversification which is resulted in article is carried out. The peculiarities of the application of types of export diversification for enterprises of different stages of the life cycle, size and type of market are singled out. A number of factors in choosing the type of export activity for the company: the goals of the company, market type and its features, stage of the life cycle of the company, the size and capabilities of the company, variables that characterize the diversification strategy and many other factors and features. The most common reasons for choosing diversified growth as a method and form of enterprise growth are described. The main strategic alternatives to diversification according to A. Thompson and J. Strickland are identified, which include: acquisition of new companies and creation of alliances; exclusion of subdivisions of the corporation; restructuring of the business portfolio of the enterprise; transformation into a multinational diversified corporation. The choice of the most successful approach to export diversification depends primarily on the goals of the enterprise and the market conditions in which the enterprise operates. Next, it is important to identify the strengths and weaknesses of the company in the market to determine areas of development and, accordingly, the type of export diversification. This article presents and analyzes the most well-known and practical approaches to diversification of export activities. As a result, a diversification matrix has been developed to determine the type and direction of enterprise diversification depending on certain conditions.

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