Building the Potential to Gain Competitive Advantages for Companies in the FMGG Industry in the Transition to the Impact Business Model

In the graduate qualifying work deals with the building the potential to gain competitive advantages for companies in the FMGG industry in the transition to the impact business model. The work is divided into two semantic parts: theoretical and practical. The theoretical part provides the concept of "impact business", its main differences from corporate social responsibility, entrepreneurial charity and social innovation, describes the main types of competitive advantages that can be obtained in the transition to the model of impact business. The practical part describes the successful cases of companies in the implementation of impact projects, formulates the main restrictions associated with the peculiarities of consumer behavior, infrastructure, and legislation in Russia. In the conclusion of the work, the recommendations of Mars on the implementation of impact projects are given, described the necessary condition for the transition to this business model in the quality of creating a local sustainability team.