ФАКТОРЫ РЕАЛИЗАЦИИ ЭКСПОРТНОГО ПОТЕНЦИАЛА ПОТРЕБИТЕЛЬСКИХ ТОВАРОВ СТРАН СНГ НА МЕЖДУНАРОДНЫХ ЦИФРОВЫХ ТОРГОВЫХ ПЛОЩАДКАХ

Abstract:
Export potential and actual exports are separated by a distance, and for consumer goods of the CIS countries on international digital marketplaces this distance is particularly large: possessing competitive products and one of the most mature platform infrastructures in the world, the region converts them into external sales only to a small extent. The article focuses on the factors that determine the transition from potential to realization. The author distinguishes between the concepts of export potential and its realization, proposes a classification of factors along four circuits – product-related, infrastructure-logistical, institutional-regulatory, and competence-organizational – and assesses the significance and controllability of ten key factors based on a series of expert interviews with platform export practitioners. The result is a significance-controllability priority map that separates the areas of responsibility of the firm and the state: critical external factors (cross-border settlements, export logistics) require institutional solutions, while the factors of the upper right quadrant – product differentiation, platform competencies, content localization – are in the hands of the exporter itself and, as shown in the paper, are underused more often than is commonly believed. Practical implications for companies and export support institutions are formulated.