The study reveals a paradoxical situation: despite sanctions, Russia has increased non-resource exports to Latin America (fertilizers, machinery, IT). Particular growth is observed in countries that are in conflict with the United States (Honduras, Nicaragua), while stagnation is observed in those that are a priority for Russian foreign policy (Cuba, Venezuela). As long as institutional conditions are insufficient, Russian business often ignores regional specifics. The authors propose the concept of “strategic customization”, including a complete revision of business models to suit the realities of the region.
Galina Khmeleva (Wed,) studied this question.