USING THE INNOVATIVE POTENTIAL OF INTERNATIONAL FMCG COMPANIES FOR THE DEVELOPMENT OF REGIONAL CONSUMER MARKETS
The article analyzes the use of innovative potential by international FMCG segment companies in the process of retail sales of fast moving consumer goods, deals with the problems of overcoming the consequences of crisis phenomena, identify targets for creating a strategy for the development of regional consumer markets in Russia as factors of increasing retail turnover, competitiveness of regional retail chains and meeting the needs of the population. Conducting research the authors use general economic, logical, statistical and graphic methods as well as the methods of comparison and generalization. The main result of the study is the proven possibility of overcoming the consequences of crises and winning back the regions' positions in the rating for the quality of life of Russian citizens.