In connection with the latest events during the period of the pandemic, the economy in Russian and foreign markets has suffered greatly, especially in the financial sector. It becomes difficult for brands to survive in these circumstances. In this article, we look at the general trend in the international market regarding brand strength and value. As a successful case that not only managed to survive the period of the pandemic, but also to strengthen its position, we present the successful Russian player Sber, which is the leader in the banking sector and occupies the first positions in the Brand Finance Global 500 rating.

The article provides a detailed analysis of the competition and the degree of dominance in the Russian automotive market from 2009 to 2021 based on the statistics of the Association of European Businesses using the SV matrix. The authors distinguish three periods of market development, analyze the strategies of leading companies and the actions of regulatory bodies within the period 2012-2016 (when the number of dominant companies dropped from 12 to 5 and this composition was preserved until 2021). The research shows that the success of automotive companies was determined by the presence of institutional advantages and compliance with the strategy of the Russian regulators. The determining influence on the evolution of the dominance level in the market during the study period was provided by the state support program for automakers.

The article considers the core aspects, advantages and disadvantages of the legal regulation and corporate management of joint-stock companies in the United States of America and in the Russian Federation. A comparative analysis of the main legislative acts, on the basis of which the foundation and intrafirm management of joint-stock companies in Russia and corporations in the USA is carried out. Attention is paid to the following issues: principles of legislative regulation, establishment and organization of intrafirm management, formation of capital, types of shares, management control system, the right of limited liability, subsidiary liability of managers and owners, corporate agreements. The main conclusion made by the author is that in Russia the regulatory and legal framework for regulating the creation and management of joint-stock companies is purely declarative in nature and does not serve as the basis for the development of entrepreneurial activities of private investors.

In the harsh and constantly changing market conditions, it is important for each enterprise to maintain a high level of competitiveness, and one of the determining factors in this matter is the innovative potential of the enterprise. Innovative potential can be considered all those opportunities and resources that an industrial enterprise can use to create and implement innovations. In order for an enterprise to “stay afloat”, it needs to understand how to manage its innovation potential.

The article presents an analysis of the market for enriched and functional flour confections. As a result of the analysis, it was revealed that the market for flour confectionery products from non-traditional raw materials in Russia and in the world is constantly growing, the industry is very promising. Among buyers, adherents of a healthy lifestyle, there is an interest in the use of products with functional properties.

This article discusses modern concepts and the construction of an innovative strategy for the development of an enterprise. The types of innovative strategies are described, special attention is paid to the tasks of innovative activity. The article highlights and describes the stages of developing an enterprise innovation strategy and emphasizes the importance of innovation, which largely determines the development of the company, the qualifications of the specialists of this company and creates a general picture of the prospects for the development of the company and gaining a competitive leading position in the market.