Macroeconomic challenges and their impact on the development of Russian high-tech companies: the case of MTS PJSC

This article examines the impact of macroeconomic environment factors on the competitiveness of MTS PJSC as one of the leaders in the high-tech sector in Russia. The study covers such parameters as the dynamics of exchange rates, the inflation rate, the key interest rate, as well as sanctions restrictions that form the external economic environment. Using a multiple regression model, the author identified significant factors that determine fluctuations in the value of shares and the competitive position of the company. In addition, short-term stock price forecasting is presented using the Prophet model, which allows considering trends, seasonality and the impact of macroeconomic shocks. The results of the study emphasize the need for flexible adaptation of management strategies aimed at increasing sustainability and investment attractiveness in conditions of economic and geopolitical instability. The article may be useful for the formation of anti-crisis strategies in high-tech business.