Strategic Landmarks for Small Business Development in Pandemic
https://doi.org/10.21686/2413-2829-2021-1-95-104
Abstract
Today small business functions in conditions of continuously changing external environment. This situation of uncertainty is more typical of Russian business environment than of countries with relatively stable social, economic and political structure. Today’s crisis standing of economy seriously influences small business functioning and stipulates changes in strategies of its development. The article identifies measures of state support of small business in the period of pandemic. Preferences of small business representatives concerning state support during pandemic were assessed. Sectors of business, which were damaged most of all in present conditions: tourism, hospitality and restaurant business, sphere of leisure, entertainment and sport. The necessity to respond quickly and adapt to negative conditions of external environment was grounded for small enterprises. Different variants of strategy for small business development in Russia were proposed, such as strengthening market positions, extension of market, entering the new market with existing product, diversification. The article gives a brief characteristic of these strategies and identifies factors of choosing them. Apart from that it studies possible strategies of business growth oriented to sale increase: selling to effective clients, extension of the client base, introduction of new offers (new products or services). Brief and at the same time deep analysis of the current situation requires the availability of the crisis team focusing on key problem solving.
About the Author
S. B. Baurina
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Svetlana B. Baurina PhD, Assistant Professor of the Department for Industrial
36 Stremyanny Lane, Moscow, 117997
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Review
For citations:
Baurina S.B. Strategic Landmarks for Small Business Development in Pandemic. Vestnik of the Plekhanov Russian University of Economics. 2021;18(1):95-104. (In Russ.) https://doi.org/10.21686/2413-2829-2021-1-95-104
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