VERTICAL INTEGRATION STRATEGIES AS A DRIVER OF THE DEVELOPMENT OF COMPANIES WITH LIMITED PRODUCT PORTFOLIO IN THE RUSSIAN FOOD RETAIL MARKET

The purpose of the article is to study the processes of vertical integration as a driver for the promotion and development of companies with a limited range of products in the Russian grocery retail market. The scientific novelty of the study is a shift in focus to the study of the specifics of the application of vertical integration processes for companies with a limited range of products (mono-portfolio) as a tool for their development, which makes it possible to fill the gaps in the theoretical and practical development of this topic. The study used hierarchy analysis methods that made it possible to achieve a combination of qualitative descriptions and quantitative analysis to achieve the result, an expert interview method that allows you to obtain not only a clear quantitative assessment, but also a qualitative variable opinion useful for interpreting the analysis results. The main vertical integration strategies were evaluated in terms of their attractiveness for companies with a limited product portfolio operating in the Russian grocery retail market. Based on the results of the assessment, recommendations were developed for companies to choose the most suitable development strategy.