Diversification of sales markets as a factor of competitiveness of Russian industry

in the current conditions of international economic instability, diversification of sales channels becomes not just a strategic necessity, but also the main tool for Russian industrial enterprises to adapt to new challenges. Changes in the global economy, including the imposition of sanctions, the need to reorient logistics networks and the desire to expand international influence, put the issue of diversification at the forefront of the research discourse. The practical significance of the research lies in the development of specific recommendations for Russian enterprises aimed at improving their competitiveness in the international arena. The proposed tools, such as the implementation of blockchain for supply chain transparency, the use of augmented reality in marketing strategies and the development of hybrid export platforms based on artificial intelligence, can be directly applied in the practical activities of companies. The implementation of these approaches will minimize the risks associated with foreign economic challenges, reduce costs, and increase the adaptability and sustainability of domestic enterprises in the context of global competition. The final part of the study emphasizes the importance of diversification strategies in reducing economic uncertainties and strengthening the immunity of companies in the face of global economic shocks, which ultimately contributes to the improvement of Russia's position in the global economic arena. The paper emphasizes the importance of implementing a monitoring system to assess the effectiveness of strategies in real time and adjust them in response to economic, political and technological changes. The focus on regular updating and revision of diversification policies is an indispensable condition for their successful functioning in the unstable international economic environment.

diversification, international markets, competitiveness, Russian industry, exports, blockchain, augmented reality, artificial intelligence, logistics infrastructure, risks