РАЗВИТИЕ ПРАКТИЧЕСКИХ ПОДХОДОВ К ИСПОЛЬЗОВАНИЮ СТРАТЕГИЙ РОСТА В ДЕЯТЕЛЬНОСТИ КОМПАНИЙ В СТРАТЕГИЧЕСКОЙ ПЕРСПЕКТИВЕ

Abstract

The willingness of market-leading companies to have sustainable growth over the past few decades has been significantly complicated by the increasing level of uncertainty of the overall impact of environmental factors in all spheres of economic activity. Macroeconomic instability, sharp fluctuations in the raw material markets, intense industries’ competition, political instability, the multidirectional dynamics of social processes, unpredictable natural and climatic cataclysms of global proportion - all these have significantly impact that complicate the possibilities of forming market development strategies, based on traditional planning approaches that take into account mainly retrospective dynamics. Moreover, the economic instability of the last decade, caused by environments, has shown to significant part of international companies the instability of the chosen strategies for the development of the firm. The dilemma of choosing the direction of strategy is relevant for most companies of Russian and foreign business – managers face the question of choosing the direction of the corporate strategy development of the company, taking into account all the components of the business portfolio. The author studies the evolutionary development of the theory of strategic growth, presents a variety of approaches to the classification of organizational growth strategies, identifies their similarities and contradictions, and give arguments for the traditional growth strategies classification. Strategies of intensive growth, vertical integration, and diversification are attractive for development, but at the same time require certain efforts and resources. In the course of the study, the author conducted research to identify and choose the most optimal growth strategy when the company reach a certain level of stability for dynamic development, identified the basic criteria for choosing the strategic vector of the company's development.