THE INFLUENCE OF FACTORS AND CONDITIONS ON EXPORT EFFICIENCY OF RUSSIAN SMES: STRATEGIC AND METHODOLOGICAL ASPECTS

Entering foreign markets is an important area of strategic development for SMEs. It allows you to secure higher growth rates, expand the use of limited but often unique resources, gain access to key strategic partners, extend the life cycle of products, diversify risks, etc. Like any strategic decision, the organisation of export activities requires a thorough analysis of internal and external factors, both favorable and unfavorable, in order to justify the choice of the most promising and appropriate markets, to adapt your products or services to them, to assess their competitiveness, and to develop strategies for entering and promoting the selected markets. Recent years have seen many significant changes in the composition and nature of these influences. Therefore, the purpose of this article is to identify and structure the factors that influence the performance of Russian export-oriented SMEs, as well as to substantiate the methodological tools for assessing such influence in order to make informed strategic decisions. A comparative analysis of the factors influencing the efficiency of Russian SMEs in foreign markets was carried out with a view to assessing their export potential. The analysis is completed by highlighting the risks and opportunities associated with the spread of digital technologies and the introduction of sanctions restrictions. A classifier of factors and conditions affecting the efficiency of export activities is proposed. The structure of the indicator system for assessing the effectiveness of SME export activities has been defined. The SWOT matrix format highlights factors that have a significant impact on the ability and results of Russian SMEs’ export activities. A comparative description of methods for assessing such influence is given. The advantages of the cognitive modelling method for reflecting the complex and dynamic nature of the relationships between factors and the outcomes of export activities are demonstrated. The basic rules for constructing cognitive maps are presented.

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