International Scientific Journals
of Scientific Technical Union of Mechanical Engineering "Industry 4.0"

The goal of the research is to evaluate the influence of country of origin effect on export of high-tech mechanical engineering products and competitiveness of the machine building enterprises abroad. The article deals with the foreign economic activity of JSC “PA “Ural Optical & Mechanical Plant” named after E.S. Yalamov” – large industrial enterprise of Sverdlovsk region in Russia. The authors use methods of case-study and economic analysis to determine the competitiveness of medical equipment abroad and dependence of export sales on the perception of country brand “made in Russia”. As a result the schemes of subcontracting and production under Private Label Manufacturer for the high-tech machinery with obligatory international certification are offered. These instruments can help to increase the export potential and competitiveness of the Russian machine-building enterprises under the conditions of new industrialization and globalization.

Modern products become more and more complex and along with this, the requirements for reducing time-to-market and costs are increasing continually. The demand for customized products is growing at the same rate, as well as the search for more effective and efficient utilization of resources and energy, which is already a distinguish feature of industrial development nowadays. In turn, increased agility and velocity of production processes significantly increase the requirements for modern production systems. In order for industrial companies to survive and keep their competitiveness in such a dynamic environment, they must not only increase their productivity, but to improve their operations strategy in terms of agility as well, offering their goods and services. Latter puts new challenges to modern companies.