INTERNATIONALIZATION OF ACTIVITIES AS A COMPONENT OF THE COMPETITIVE STRATEGY OF INDUSTRIAL ENTERPRISES
Abstract
The article substantiates the internationalization of activity as a component of the long-term competitive strategy for industrial enterprises in Ukraine in the context of post-war recovery. The transformation of the industrial electrical equipment repair services market, caused by the full-scale war, has led to a significant loss of clients and production volumes for many enterprises, necessitating a fundamental reassessment of their strategic development priorities. The purpose of the article is to identify internationalization as an effective strategic response to domestic market volatility and to propose a strategy to entering foreign markets under resource constraints, considering both internal capabilities and external environmental factors that influence market positioning and competitive advantage. The methodological basis of the study includes strategic analysis and elements of market attractiveness evaluation. The author carefully analyzes the internal capabilities of Ukrainian medium-sized enterprises in the industrial electrical equipment repair services market and assesses the external environment. Kazakhstan is selected as the target market due to its developed industrial infrastructure, technical compatibility, and potential for mutually beneficial cooperation in the field of industrial services. The study includes the analysis of potential clients and an evaluation of competitive conditions, allowing for the development of an entry strategy that minimizes risks, avoids excessive initial investment, and facilitates gradual adaptation to the specifics of the foreign business environment. The results of the research confirm the feasibility of viewing internationalization not as an exceptional growth direction but as an integral part of the competitive strategy for medium-sized enterprises in the industrial electrical equipment repair services market. Effective implementation of such a strategy can ensure stable production load, market diversification, workforce retention, enhanced strategic flexibility, long-term customer relationships, and overall business resilience in the face of ongoing economic instability, uncertainty, and high volatility in domestic demand.
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