Assortment shortage counteracting models in the retail market under sanctions

In the light of the events of February 2022, the situation of uncertainty has emerged in the Russian retail market, which has led to the need to analyze and systematize phenomena and reactions of companies towards the imposed sanctions. The authors have identified business processes and supply chains disruptions caused by the sanctions as sources of shortages, as well as companies' behavior models in this context. Companies respond with a variety of behavior types to overcome the incipient market deficit, mainly by manipulating newly created legal entities, delaying withdrawal from the Russian market, maintaining business identity as a reminder of themselves, and using gray import markets. Some specifics of interactions between operational and strategic assortment management types in marketing under sanctions have been presented. The authors recommend to extend research tools of sanctions marketing studies by using some concepts and approaches of strategic management and international marketing.