Strategic decision-making in context of differentiation in telecommunications industry

The relevance of the study is due to the need to adapt and timely transform domestic telecommunications companies to the conditions of digitalization and sanctions challenges, where priority should be given to diversification as a key tool for ensuring sustainability. The novelty of the work lies in the formation of a new integrated approach to choosing a diversification strategy for a specific company, taking into account the integrating analysis of the resource state, the availability of core competencies, the possibility of synergies, a high level of managerial skills and other factors.

Aim. The study is to develop theoretical, methodological and practical tools for launching and conducting an effective diversification process through the formation of internal strategies in telecommunications companies. The research methodology is based on system analysis, synthesis of theoretical works of Russian and foreign authors.

Results. It was revealed that an effective diversification process is associated with a balance of internal opportunities and a favorable external environment. We have developed our own list of activities that contribute to the effective diversification process, wehave also proposed a logical scheme for deciding on the feasibility of diversifying production, and a matrix for understanding the dependence of the choice of possible corporate strategies on the existing factors of an undiversified company.