{"id":789,"date":"2024-07-20T06:28:35","date_gmt":"2024-07-20T05:28:35","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=789"},"modified":"2025-02-10T13:29:19","modified_gmt":"2025-02-10T12:29:19","slug":"%d9%85%d8%ad%d9%81%d8%b8%d8%a9-%d8%a7%d9%84%d9%85%d9%86%d8%aa%d8%ac%d8%a7%d8%aa","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d9%85%d8%ad%d9%81%d8%b8%d8%a9-%d8%a7%d9%84%d9%85%d9%86%d8%aa%d8%ac%d8%a7%d8%aa\/","title":{"rendered":"\u0645\u0627 \u0647\u064a &#8220;\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a&#8221;\u061f \u062f\u0644\u0627\u0644\u0627\u062a \u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u062a\u062e\u0637\u0651\u0649 \u062d\u062f\u0648\u062f \u0627\u0644\u0642\u0627\u0626\u0645\u0629"},"content":{"rendered":"<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u060c \u0644\u0627 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class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u062c\u062f\u0648\u0644 \u0627\u0644\u0645\u062d\u062a\u0648\u064a\u0627\u062a<\/h2><nav><ul><li class=\"\"><a href=\"#\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u0627\u0648\u0644-\u0645\u0641\u0647\u0648\u0645-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\">\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u0627\u0648\u0644: \u0645\u0641\u0647\u0648\u0645 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a:<\/a><ul><li class=\"\"><a href=\"#\u0645\u0627-\u0647\u064a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u061f\">\u0645\u0627 \u0647\u064a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u061f<\/a><\/li><li class=\"\"><a href=\"#\u0645\u0643\u0648\u0646\u0627\u062a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-components-of-the-product-portfolio\">\u0645\u0643\u0648\u0646\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Components of the Product Portfolio)<\/a><\/li><li class=\"\"><a href=\"#\u062a\u0635\u0646\u064a\u0641\u0627\u062a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-product-portfolio-strategies-and-classifications\">\u062a\u0635\u0646\u064a\u0641\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Product Portfolio Strategies and Classifications)<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u062b\u0627\u0646\u064a-\u0627\u0644\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-the-strategic-importance-of-product-portfolios\">\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0646\u064a: \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a The Strategic Importance of Product Portfolios<\/a><ul><li class=\"\"><a href=\"#\u0645\u0648\u0627\u0621\u0645\u0629-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-\u0645\u0639-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u0623\u0639\u0645\u0627\u0644-aligning-portfolio-with-business-strategy\">\u0645\u0648\u0627\u0621\u0645\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 (Aligning Portfolio with Business Strategy)<\/a><\/li><li class=\"\"><a href=\"#\u0641\u0648\u0627\u0626\u062f-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-benefits-of-a-diversified-product-portfolio\">\u0641\u0648\u0627\u0626\u062f \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629 Benefits of a Diversified Product Portfolio<\/a><\/li><li class=\"\"><a href=\"#\u062a\u062d\u062f\u064a\u0627\u062a-\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-challenges-in-managing-a-product-portfolio\"> \u062a\u062d\u062f\u064a\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a Challenges in Managing a Product Portfolio <\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u062b\u0627\u0644\u062b-\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\">\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0644\u062b : \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/a><ul><li class=\"\"><a href=\"#\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u062d\u0641\u0638\u0629\">\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629<\/a><\/li><li class=\"\"><a href=\"#\u062a\u0637\u0648\u064a\u0631-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\">\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062d\u0641\u0638\u0629 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\u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#\u062e\u0627\u062a\u0645\u0629\">\u062e\u0627\u062a\u0645\u0629:<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u0627\u0648\u0644-\u0645\u0641\u0647\u0648\u0645-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u0627\u0648\u0644: \u0645\u0641\u0647\u0648\u0645 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a:<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0645\u0627-\u0647\u064a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u061f\"><strong>\u0645\u0627 \u0647\u064a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u061f<\/strong><\/h3>\n\n\n\n<p>\u062a\u0634\u064a\u0631<a href=\"https:\/\/www.investopedia.com\/terms\/p\/product-portfolio.asp\" target=\"_blank\" rel=\"noopener\"> \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/a> \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629. \u0648\u064a\u0634\u0645\u0644 \u062e\u0637\u0648\u0637 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0647\u062f\u0641 \u0628\u0634\u0643\u0644 \u062c\u0645\u0627\u0639\u064a \u0625\u0644\u0649 \u062a\u0644\u0628\u064a\u0629 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u062d\u0642\u064a\u0642 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id=\"\u062a\u0639\u0631\u064a\u0641-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u062a\u0639\u0631\u064a\u0641 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a:<\/strong><strong><\/strong><\/h4>\n\n\n\n<p>1. \u0643\u0648\u062a\u0644\u0631 \u0648\u0643\u064a\u0644\u0631 Kotler, P., &amp; Keller, K.L. &nbsp;(2012\u060c \u0635 276) &#8211; \u0641\u064a \u0643\u062a\u0627\u0628\u0647\u0645\u0627 &#8220;\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642&#8221;\u060c \u064a\u0639\u0631\u0651\u0641\u0627\u0646 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0623\u0646\u0647\u0627 &#8220;\u0645\u062c\u0645\u0648\u0639\u0629 \u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0623\u0635\u0646\u0627\u0641 \u0627\u0644\u062a\u064a \u064a\u0639\u0631\u0636\u0647\u0627 \u0628\u0627\u0626\u0639 \u0645\u0639\u064a\u0646 \u0644\u0644\u0628\u064a\u0639&#8221;. \u0648\u064a\u0624\u0643\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0639\u0644\u0649 \u0627\u062a\u0633\u0627\u0639 \u0648\u062a\u0646\u0648\u0639 \u0627\u0644\u0639\u0631\u0648\u0636 \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0645\u0645\u0627 \u064a\u0633\u0644\u0637 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u062d\u0627\u062c\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0625\u062f\u0627\u0631\u0629 \u0647\u0630\u0647 \u0627\u0644\u0639\u0631\u0648\u0636 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644.<\/p>\n\n\n\n<p>\u064a\u0648\u0641\u0631 \u0647\u0630\u0627 \u0627\u0644\u062a\u0639\u0631\u064a\u0641 \u0641\u0647\u0645\u064b\u0627 \u0623\u0633\u0627\u0633\u064a\u064b\u0627 \u0644\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062a\u0643\u0648\u064a\u0646\u0647\u0627. \u0648\u0647\u0648 \u064a\u0624\u0643\u062f \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0646\u0648\u0639 \u0641\u064a \u0639\u0631\u0648\u0636 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0633\u0627\u0639\u062f \u0641\u064a \u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0642\u0637\u0627\u0639\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629.<\/p>\n\n\n\n<p>2. \u062f\u064a\u0641\u064a\u062f \u0622\u0643\u0631 Aaker, D.A. &nbsp;(2011\u060c \u0635. 45) &#8211; \u0641\u064a &#8220;\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629&#8221;\u060c \u064a\u0635\u0641 \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0623\u0646\u0647\u0627 &#8220;\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0622\u0641\u0627\u0642 \u0646\u0645\u0648 \u0648\u062d\u0635\u0635 \u0633\u0648\u0642\u064a\u0629 \u0645\u062e\u062a\u0644\u0641\u0629.&#8221; \u0648\u064a\u0648\u0636\u062d \u0623\u0646 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u062a\u0646\u0637\u0648\u064a \u0639\u0644\u0649 \u0645\u0648\u0627\u0632\u0646\u0629 \u0647\u0630\u0647 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644.<\/p>\n\n\n\n<p>\u064a\u0642\u062f\u0645 \u062a\u0639\u0631\u064a\u0641 Aaker \u0623\u0628\u0639\u0627\u062f \u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0648\u0622\u0641\u0627\u0642 \u0627\u0644\u0646\u0645\u0648\u060c \u0648\u0627\u0644\u062a\u064a \u062a\u0639\u062a\u0628\u0631 \u0628\u0627\u0644\u063a\u0629 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0644\u0641\u0647\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u0631 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0644\u0639\u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629. \u0648\u0647\u0630\u0627 \u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0645\u0641\u064a\u062f \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 \u0641\u064a \u0642\u0631\u0627\u0631\u0627\u062a \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f.<\/p>\n\n\n\n<p>3. \u0647\u0646\u062f\u0631\u0633\u0648\u0646 Henderson, B.D. &nbsp;(1970\u060c \u0635 10) &#8211; \u0641\u064a \u0639\u0645\u0644\u0647 &#8220;\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a&#8221;\u060c \u064a\u0642\u062f\u0645  \u0645\u0641\u0647\u0648\u0645 \u0645\u0635\u0641\u0648\u0641\u0629 BCG \u0627\u0644\u062a\u064a \u062a\u0635\u0646\u0641 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0625\u0644\u0649 \u0623\u0631\u0628\u0639\u0629 \u0623\u0646\u0648\u0627\u0639 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0646\u0645\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642: \u0627\u0644\u0646\u062c\u0648\u0645\u060c \u0627\u0644\u0623\u0628\u0642\u0627\u0631 \u0627\u0644\u0646\u0642\u062f\u064a\u0629 \u0648\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0641\u0647\u0627\u0645 \u0648\u0627\u0644\u0643\u0644\u0627\u0628. \u0648\u064a\u0639\u0631\u0651\u0641 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0623\u0646\u0647\u0627 &#8220;\u0645\u062c\u0645\u0648\u0639\u0629 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\u0639\u0644\u0649&nbsp;<em>\u0627\u0644\u062c\u0627\u0646\u0628 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a<\/em>: \u062a\u0648\u0641\u064a\u0631 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0644\u062a\u0644\u0628\u064a\u0629 \u0623\u0643\u0628\u0631 \u0642\u062f\u0631 \u0645\u0646 \u0625\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642.<br>\u0628\u064a\u0646\u0645\u0627 \u064a\u062a\u0628\u0646\u0649&nbsp;<strong>&#8221; <\/strong><strong>\u0645\u0641\u0647\u0648\u0645 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><strong> &#8220;<\/strong>&nbsp;\u0646\u0638\u0631\u0629 \u0623\u0643\u062b\u0631 \u0634\u0645\u0648\u0644\u064a\u0629 \u0648&nbsp;<em>\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/em>&nbsp;\u062a\u064f\u0631\u0643\u0632 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u0625\u062f\u0627\u0631\u0629 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0634\u0643\u0644 \u062a\u0643\u0627\u0645\u0644\u064a \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0644\u0644\u0634\u0631\u0643\u0629.<\/p>\n\n\n\n<p><strong>\u0648 \u0644\u0643\u064a \u0646\u064f\u0648\u0636\u062d \u0647\u0630\u0627 \u0627\u0644\u0641\u0631\u0642 \u0628\u0634\u0643\u0644 \u0623\u0639\u0645\u0642\u060c \u064a\u0644\u062e\u0635 \u0627\u0644\u062c\u062f\u0648\u0644 \u0627\u0644\u062a\u0627\u0644\u064a \u0623\u0647\u0645 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0628\u064a\u0646 \u0627\u0644\u0645\u0641\u0647\u0648\u0645\u064a\u0646<\/strong><strong>:<\/strong><\/p>\n\n\n\n<p><strong>\u062c\u062f\u0648\u0644 \u0623\u0647\u0645 \u0627\u0644\u0641\u0631\u0648\u0642\u0627\u062a \u0628\u064a\u0646 &#8220;\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a&#8221; \u0648&#8221;\u0645\u0632\u064a\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a&#8221;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>\u0627\u0644\u062c\u0627\u0646\u0628<\/strong><\/td><td><strong>\u0645\u0632\u064a\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/td><td><strong>\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/td><\/tr><tr><td>\u0627\u0644\u062a\u0639\u0631\u064a\u0641<\/td><td>\u0625\u062c\u0645\u0627\u0644\u064a \u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0627\u062e\u062a\u0644\u0627\u0641\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0623\u062d\u062c\u0627\u0645 \u0648\u0627\u0644\u0623\u0644\u0648\u0627\u0646 \u0648\u0645\u0627 \u0625\u0644\u0649 \u0630\u0644\u0643.<\/td><td>\u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629 \u062a\u062a\u0645 \u0625\u062f\u0627\u0631\u062a\u0647\u0627 \u0628\u0634\u0643\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0639\u0644\u0627\u0642\u0627\u062a\u0647\u0627 \u0627\u0644\u0645\u062a\u0628\u0627\u062f\u0644\u0629 \u0648\u062f\u0648\u0631\u0627\u062a \u062d\u064a\u0627\u062a\u0647\u0627.<\/td><\/tr><tr><td>\u0627\u0644\u062a\u0631\u0643\u064a\u0632<\/td><td>\u0627\u0644\u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642.<\/td><td>\u0627\u0644\u0645\u0648\u0627\u0621\u0645\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0634\u0627\u0645\u0644\u0629.<\/td><\/tr><tr><td>\u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a<\/td><td>\u0627\u0644\u0623\u0635\u0646\u0627\u0641 \u062f\u0627\u062e\u0644 \u0643\u0644 \u0641\u0626\u0629 \u0645\u0646 \u0641\u0626\u0627\u062a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0627\u0644\u0623\u062d\u062c\u0627\u0645 \u0648\u0627\u0644\u0623\u0644\u0648\u0627\u0646 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629).<\/td><td>\u0645\u062c\u0645\u0648\u0639\u0629 \u0643\u0627\u0645\u0644\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0627\u0644\u062a\u064a \u064a\u062a\u0645 \u0623\u062e\u0630\u0647\u0627 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0644\u062f\u0648\u0631\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0623\u062f\u0627\u0626\u0647\u0627.<\/td><\/tr><tr><td>\u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/td><td>\u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u0639\u0638\u064a\u0645 \u0627\u062e\u062a\u0631\u0627\u0642 \u0627\u0644\u0633\u0648\u0642 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0646\u0648\u0639.<\/td><td>\u064a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0632\u064a\u062c \u0644\u062a\u0639\u0632\u064a\u0632 \u0642\u064a\u0645\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/td><\/tr><tr><td>\u0646\u0647\u062c \u0627\u0644\u0625\u062f\u0627\u0631\u0629<\/td><td>&nbsp;\u062a\u062f\u0627\u0631 \u0645\u0646 \u0642\u0628\u0644 \u0641\u0631\u0642 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u0627\u062a\u062c\u0627\u0647\u0627\u062a\u0647\u0645.<\/td><td>\u062a\u062a\u0645 \u0625\u062f\u0627\u0631\u062a\u0647\u0627 \u0628\u0648\u0627\u0633\u0637\u0629 \u0645\u062e\u0637\u0637\u064a\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064a\u0646 \u064a\u0631\u0643\u0632\u0648\u0646 \u0639\u0644\u0649 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u0645\u0631\u0627\u062d\u0644 \u062f\u0648\u0631\u0629 \u062d\u064a\u0627\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0648\u062a\u0648\u0627\u0632\u0646 \u0627\u0644\u0645\u062d\u0641\u0638\u0629.<\/td><\/tr><tr><td>\u0645\u062b\u0627\u0644<\/td><td>\u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0644\u0644\u0647\u0648\u0627\u062a\u0641 \u0627\u0644\u0630\u0643\u064a\u0629 \u062a\u0642\u062f\u0645 \u0646\u0645\u0627\u0630\u062c \u0645\u062e\u062a\u0644\u0641\u0629 \u062a\u062e\u062a\u0644\u0641 \u0641\u064a \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0645\u062b\u0644 \u062c\u0648\u062f\u0629 \u0627\u0644\u0643\u0627\u0645\u064a\u0631\u0627 \u0648\u0639\u0645\u0631 \u0627\u0644\u0628\u0637\u0627\u0631\u064a\u0629 \u0648\u0633\u0639\u0629 \u0627\u0644\u062a\u062e\u0632\u064a\u0646.<\/td><td>\u062a\u062d\u062f\u062f \u0646\u0641\u0633 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0644\u0644\u0647\u0648\u0627\u062a\u0641 \u0627\u0644\u0630\u0643\u064a\u0629 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u062a\u064a \u0633\u064a\u062a\u0645 \u0627\u0644\u062a\u062e\u0644\u0635 \u0645\u0646\u0647\u0627 \u0623\u0648 \u062a\u0642\u062f\u064a\u0645\u0647\u0627 \u0623\u0648 \u0635\u064a\u0627\u0646\u062a\u0647\u0627 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0623\u062f\u0627\u0621 \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>\u0633\u064a\u0648\u0636\u062d \u0647\u0630\u0627 \u0627\u0644\u0639\u0631\u0636 \u0628\u0634\u0643\u0644 \u0645\u0628\u0633\u0637 \u0648 \u0639\u0645\u0644\u064a \u0643\u064a\u0641 \u064a\u064f\u0633\u0627\u0639\u062f \u0641\u0647\u0645 \u0627\u0644\u0641\u0631\u0642 \u0628\u064a\u0646 \u0647\u0630\u064a\u0646 \u0627\u0644\u0645\u0641\u0647\u0648\u0645\u064a\u0646 \u0641\u064a \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0623\u0643\u062b\u0631 \u0641\u0627\u0639\u0644\u064a\u0629 \u0648 \u0645\u064f\u062a\u0645\u0627\u0634\u064a\u0629 \u0645\u0639 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0634\u0631\u0643\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0645\u0643\u0648\u0646\u0627\u062a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-components-of-the-product-portfolio\"><strong>\u0645\u0643\u0648\u0646\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (<\/strong><strong>Components of the Product Portfolio<\/strong><strong>)<\/strong><\/h3>\n\n\n\n<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u064a<a href=\"https:\/\/romanpichler.medium.com\/everything-you-need-to-know-about-product-portfolio-strategy-48c2068036ed\" target=\"_blank\" rel=\"noopener\">\u0644\u0639\u0628 \u062a\u0643\u0648\u064a\u0646 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062f\u0648\u0631\u064b\u0627 \u0645\u062d\u0648\u0631\u064a\u064b\u0627 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0645\u0643\u0627\u0646\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/a> \u0648\u0645\u0643\u0627\u0646\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u062a\u062a\u064a\u062d \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0628\u0646\u064a\u0629 \u0628\u0634\u0643\u0644 \u062c\u064a\u062f \u0644\u0644\u0634\u0631\u0643\u0629 \u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0648\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0643\u0641\u0627\u0621\u0629\u060c \u0648\u0627\u0644\u062a\u062d\u0648\u0637 \u0636\u062f \u062a\u0642\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642. \u064a\u0646\u0627\u0642\u0634 \u0647\u0630\u0627 \u0627\u0644\u0646\u0635 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u0627\u0644\u0646\u0645\u0648\u0630\u062c\u064a\u0629 \u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629\u060c \u0648\u064a\u0633\u062a\u0643\u0634\u0641 \u0643\u064a\u0641\u064a\u0629 \u062a\u0641\u0627\u0639\u0644 \u0647\u0630\u0647 \u0627\u0644\u0645\u0643\u0648\u0646\u0627\u062a \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0645\u0643\u0648\u0646\u0627\u062a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u0645\u0643\u0648\u0646\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/h4>\n\n\n\n<p><strong>\u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Product Lines):<\/strong> <\/p>\n\n\n\n<p>\u064a\u0634\u064a\u0631 \u062e\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0625\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062a\u0631\u0627\u0628\u0637\u0629 \u0627\u0644\u062a\u064a \u064a\u062a\u0645 \u062a\u0633\u0648\u064a\u0642\u0647\u0627 \u062a\u062d\u062a \u0627\u0633\u0645 \u0639\u0644\u0627\u0645\u0629 \u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u062d\u062f\u0629\u060c \u0648\u062a\u0642\u062f\u0645\u0647\u0627 \u0646\u0641\u0633 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u062a\u0633\u062a\u0647\u062f\u0641 \u0634\u0631\u064a\u062d\u0629 \u0633\u0648\u0642 \u0645\u062d\u062f\u062f\u0629. \u062a\u0634\u062a\u0631\u0643 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0641\u064a \u062e\u0635\u0627\u0626\u0635 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0645\u062a\u0634\u0627\u0628\u0647\u0629\u060c \u0623\u0648 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0639\u0645\u0644\u0627\u0621 \u0645\u062a\u0634\u0627\u0628\u0647\u064a\u0646\u060c \u0623\u0648 \u062a\u0628\u0627\u0639 \u0636\u0645\u0646 \u0646\u0641\u0633 \u0646\u0637\u0627\u0642 \u0627\u0644\u0633\u0639\u0631. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u062a\u062d\u0627\u0641\u0638 \u0634\u0631\u0643\u0629 \u0645\u062b\u0644 Apple \u0639\u0644\u0649 \u062e\u0637\u0648\u0637 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u0641\u0635\u0644\u0629 \u0644\u0623\u062c\u0647\u0632\u0629 iPhone \u0648 iPad \u0648 MacBook.<\/p>\n\n\n\n<p><strong>\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 (Individual Products):<\/strong> <\/p>\n\n\n\n<p>\u062f\u0627\u062e\u0644 \u0643\u0644 \u062e\u0637 \u0625\u0646\u062a\u0627\u062c\u060c \u062a\u0645\u062b\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 \u0639\u0631\u0648\u0636\u064b\u0627 \u0645\u062d\u062f\u062f\u0629 \u0645\u0635\u0645\u0645\u0629 \u0644\u062a\u0644\u0628\u064a\u0629 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0623\u0648 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0639\u0645\u0644\u0627\u0621 \u0645\u0639\u064a\u0646\u0629. \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u062e\u062a\u0644\u0641 \u0643\u0644 \u0645\u0646\u062a\u062c \u0641\u064a \u0627\u0644\u062e\u0637 \u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u0645\u064a\u0632\u0627\u062a \u0648\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0648\u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u062a\u0635\u0645\u064a\u0645 \u0648\u0627\u0644\u0623\u0633\u0639\u0627\u0631. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0636\u0645\u0646 \u062e\u0637 \u0625\u0646\u062a\u0627\u062c iPhone\u060c \u062a\u0644\u0628\u064a \u0627\u0644\u0645\u0648\u062f\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0645\u062b\u0644 iPhone 12 \u0648 iPhone 12 Pro \u0648 iPhone 12 Pro Max \u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0645\u062e\u062a\u0644\u0641\u0629 \u0645\u0646 \u0637\u0644\u0628 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0648\u0642\u062f\u0631\u062a\u0647\u0645 \u0627\u0644\u0634\u0631\u0627\u0626\u064a\u0629.<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0627\u0644\u062a\u0641\u0627\u0639\u0644-\u062f\u0627\u062e\u0644-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-interaction-within-the-portfolio\"><strong>\u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 (<\/strong><strong>Interaction Within the Portfolio<\/strong><strong>)<\/strong><\/h4>\n\n\n\n<p><strong>\u0641\u0631\u0635 \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0645\u062a\u0642\u0627\u0637\u0639 (Cross-Selling Opportunities):<\/strong> <\/p>\n\n\n\n<p>\u062a\u062a\u064a\u062d \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0628\u064a\u0639 \u0645\u062a\u0642\u0627\u0637\u0639 \u0641\u0639\u0627\u0644\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0634\u062c\u064a\u0639 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0631\u0627\u0636\u064a\u0646 \u0639\u0646 \u0645\u0646\u062a\u062c \u0648\u0627\u062d\u062f \u0639\u0644\u0649 \u062a\u062c\u0631\u0628\u0629 \u0645\u0646\u062a\u062c \u0622\u062e\u0631 \u0636\u0645\u0646 \u0646\u0641\u0633 \u0639\u0627\u0626\u0644\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u0648\u0647\u0630\u0627 \u0641\u0639\u0627\u0644 \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u062d\u064a\u062b \u064a\u0644\u0639\u0628 \u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u062f\u0648\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0641\u064a \u0633\u0644\u0648\u0643 \u0634\u0631\u0627\u0621 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643.<\/p>\n\n\n\n<p><strong>\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (Resource Allocation):<\/strong> <\/p>\n\n\n\n<p>\u064a\u062a\u0637\u0644\u0628 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062a\u062e\u0635\u064a\u0635\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644 \u0648\u062c\u0647\u0648\u062f \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0648\u0645\u064a\u0632\u0627\u0646\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0639\u0628\u0631 \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u0639\u0627\u0626\u062f \u0627\u0644\u0645\u062a\u0648\u0642\u0639 \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 (ROI) \u0648\u0625\u0645\u0643\u0627\u0646\u0627\u062a \u0646\u0645\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.<\/p>\n\n\n\n<p><strong>\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 (Risk Management):<\/strong><\/p>\n\n\n\n<p> \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u0646\u0648\u0639 \u0639\u0628\u0631 \u062e\u0637\u0648\u0637 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0639\u0644\u0649 \u062a\u062e\u0641\u064a\u0641 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u062a\u0642\u0644\u0628 \u0627\u0644\u0633\u0648\u0642. \u0625\u0630\u0627 \u0644\u0645 \u064a\u062d\u0642\u0642 \u0623\u062d\u062f \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u062f\u0627\u0621\u064b \u062c\u064a\u062f\u064b\u0627 \u0628\u0633\u0628\u0628 \u062a\u063a\u064a\u0631 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0623\u0648 \u0627\u0644\u0627\u0636\u0637\u0631\u0627\u0628\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629\u060c \u0641\u0642\u062f \u0644\u0627 \u062a\u0632\u0627\u0644 \u062e\u0637\u0648\u0637 \u0623\u062e\u0631\u0649 \u062a\u062d\u0642\u0642 \u0627\u0633\u062a\u0642\u0631\u0627\u0631\u064b\u0627 \u0648\u0631\u0628\u062d\u064a\u0629 \u0628\u0634\u0643\u0644 \u0639\u0627\u0645.<\/p>\n\n\n\n<p><strong>\u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642 (Market Coverage):<\/strong><\/p>\n\n\n\n<p> \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u062e\u0637\u0648\u0637 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0631\u062f\u064a\u0629 \u062f\u0627\u062e\u0644 \u0643\u0644 \u062e\u0637\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u063a\u0637\u064a\u0629 \u0646\u0637\u0627\u0642 \u0633\u0648\u0642 \u0623\u0648\u0633\u0639 &#8211; \u0645\u0646 \u0627\u0644\u0634\u0631\u0627\u0626\u062d \u0627\u0644\u0645\u062a\u0645\u064a\u0632\u0629 \u0625\u0644\u0649 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0623\u0643\u062b\u0631 \u062d\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u0633\u0639\u0631 &#8211; \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u062a\u0639\u0638\u064a\u0645 \u0627\u062e\u062a\u0631\u0627\u0642 \u0627\u0644\u0633\u0648\u0642 \u0648\u0641\u0631\u0635 \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0625\u064a\u0631\u0627\u062f\u0627\u062a.<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<p>\u064a\u0639\u062a\u0628\u0631 \u0641\u0647\u0645 \u0645\u0643\u0648\u0646\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u062a\u0641\u0627\u0639\u0644\u0627\u062a\u0647\u0627 \u0623\u0645\u0631\u064b\u0627 \u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0644\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0623\u0639\u0645\u0627\u0644. \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0642\u064a\u064a\u0645 \u062a\u0643\u0648\u064a\u0646 \u0645\u062d\u0641\u0638\u062a\u0647\u0627 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0641\u064a \u0636\u0648\u0621 \u0638\u0631\u0648\u0641 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0648\u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0627\u062a \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0636\u0645\u0627\u0646 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0648\u0627\u0644\u0631\u0628\u062d\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062a\u0635\u0646\u064a\u0641\u0627\u062a-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-product-portfolio-strategies-and-classifications\"><strong>\u062a\u0635\u0646\u064a\u0641\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (Product Portfolio Strategies and Classifications)<\/strong><\/h3>\n\n\n\n<p>\u064a\u0639\u062a\u0628\u0631 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062c\u0627\u0646\u0628\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u062d\u064a\u062b \u062a\u0634\u062a\u0645\u0644 \u0639\u0644\u0649 \u0627\u062e\u062a\u064a\u0627\u0631 \u0648\u062a\u062d\u062f\u064a\u062f \u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0648\u062a\u062d\u0633\u064a\u0646 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0642\u0635\u0649 \u0642\u062f\u0631 \u0645\u0646 \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0648\u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642. \u064a\u0645\u0643\u0646 \u0645\u0642\u0627\u0631\u0628\u0629 \u062a\u0635\u0646\u064a\u0641 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646 \u0632\u0648\u0627\u064a\u0627 \u0645\u062e\u062a\u0644\u0641\u0629\u060c \u064a\u0642\u062f\u0645 \u0643\u0644 \u0645\u0646\u0647\u0627 \u0631\u0624\u0649 \u0641\u0631\u064a\u062f\u0629 \u062d\u0648\u0644 \u0627\u0644\u062a\u0645\u0648\u0636\u0639 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0623\u0646\u0648\u0627\u0639-\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-types-of-product-portfolios\"><strong>\u0623\u0646\u0648\u0627\u0639 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a (<\/strong><strong>Types of Product Portfolios<\/strong><strong>):<\/strong><\/h4>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 (<\/strong><strong>Industry-Based Categorization<\/strong><strong>):<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629 (<\/strong><strong>Consumer Goods Portfolio<\/strong><strong>):<\/strong> \u062a\u0634\u0645\u0644 \u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629 \u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u062a\u062f\u0627\u0648\u0644 (FMCG) \u0648\u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0645\u0639\u0645\u0631\u0629 \u0648\u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643\u064a\u0629. \u062a\u0631\u0643\u0632 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0647\u0646\u0627 \u0639\u0644\u0649 \u0627\u0644\u0643\u0645 \u0627\u0644\u0643\u0628\u064a\u0631 \u0648\u0627\u0644\u0633\u0631\u0639\u0629 \u0641\u064a \u062f\u0648\u0631\u0627\u0646 \u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 (<\/strong><strong>Industrial Goods Portfolio<\/strong><strong>):<\/strong> \u062a\u0636\u0645 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0622\u0644\u0627\u062a \u0648\u0627\u0644\u0645\u0639\u062f\u0627\u062a \u0648\u0627\u0644\u0645\u0648\u0627\u062f \u0627\u0644\u0643\u064a\u0645\u064a\u0627\u0626\u064a\u0629\u060c \u062d\u064a\u062b \u064a\u0631\u0643\u0632 \u0627\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u062b\u0648\u0642\u064a\u0629 \u0648\u0627\u0644\u062e\u062f\u0645\u0629 \u0627\u0644\u0641\u0646\u064a\u0629 \u0648\u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u062e\u062f\u0645\u0627\u062a (<\/strong><strong>Services Portfolio<\/strong><strong>):<\/strong> \u062a\u0634\u0645\u0644 \u0627\u0644\u0639\u0631\u0648\u0636 \u0641\u064a \u0642\u0637\u0627\u0639\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u062a\u0639\u0644\u064a\u0645 \u0648\u0627\u0644\u0631\u0639\u0627\u064a\u0629 \u0627\u0644\u0635\u062d\u064a\u0629. \u064a\u0646\u0635\u0628 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u062c\u0648\u062f\u0629 \u0627\u0644\u062e\u062f\u0645\u0629 \u0648\u0627\u062d\u062a\u0641\u0627\u0638 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0627\u0645\u062a\u062b\u0627\u0644.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u062d\u062c\u0645 (<\/strong><strong>Size-Based Categorization<\/strong><strong>):<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0633\u0639\u0629 \u0627\u0644\u0646\u0637\u0627\u0642 (<\/strong><strong>Large-Scale Portfolios<\/strong><strong>):<\/strong> \u0639\u0627\u062f\u0629 \u0645\u0627 \u062a\u0634\u0645\u0644 \u0645\u062c\u0645\u0648\u0639\u0629 \u0648\u0627\u0633\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0627\u0646\u062a\u0634\u0627\u0631 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0643\u0628\u064a\u0631\u0629. \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0641\u064a \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0647\u0648 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0631\u0626\u064a\u0633\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0635\u063a\u064a\u0631\u0629 \u0627\u0644\u0646\u0637\u0627\u0642 (<\/strong><strong>Small-Scale Portfolios<\/strong><strong>):<\/strong> \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0643\u0648\u0646 \u0623\u0643\u062b\u0631 \u062a\u062e\u0635\u0635\u064b\u0627 \u0623\u0648 \u062a\u0631\u0643\u064a\u0632\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0630 \u0645\u0639 \u062e\u0637\u0648\u0637 \u0625\u0646\u062a\u0627\u062c \u0645\u062d\u062f\u0648\u062f\u0629. \u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0636\u0631\u062d\u064a\u0627\u0646 \u0644\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 (<\/strong><strong>Risk-Based Categorization<\/strong><strong>):<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 (<\/strong><strong>High-Risk Portfolios<\/strong><strong>):<\/strong> \u062a\u0634\u0645\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u0628\u062a\u0643\u0631\u0629 \u0623\u0648 \u0627\u0644\u0645\u062a\u0637\u0648\u0631\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0642\u062f\u0645 \u0639\u0627\u0626\u062f\u0627\u062a \u0639\u0627\u0644\u064a\u0629 \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u0623\u062a\u064a \u0645\u0639 \u0639\u062f\u0645 \u064a\u0642\u064a\u0646 \u0623\u0643\u0628\u0631 \u0648\u062a\u0639\u0631\u0636 \u0644\u062a\u0642\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646\u062e\u0641\u0636\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 (<\/strong><strong>Low-Risk Portfolios<\/strong><strong>):<\/strong> \u062a\u062a\u0643\u0648\u0646 \u0645\u0646 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0633\u0627\u0633\u064a\u0629 \u0631\u0627\u0633\u062e\u0629 \u0630\u0627\u062a \u0637\u0644\u0628 \u062b\u0627\u0628\u062a. \u064a\u0646\u0635\u0628 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0633\u064a\u0646 \u0648\u0627\u0644\u0641\u0639\u0627\u0644\u064a\u0629.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0645\u0631\u062d\u0644\u0629 \u062f\u0648\u0631\u0629 \u0627\u0644\u062d\u064a\u0627\u0629 (<\/strong><strong>Lifecycle Stage Categorization<\/strong><strong>):<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0625\u0637\u0644\u0627\u0642 (<\/strong><strong>Introduction Stage Portfolio<\/strong><strong>):<\/strong> \u0645\u0646\u062a\u062c\u0627\u062a \u062a\u0645 \u0625\u0637\u0644\u0627\u0642\u0647\u0627 \u062d\u062f\u064a\u062b\u064b\u0627 \u0648\u062a\u062a\u0637\u0644\u0628 \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u062a\u0639\u0644\u064a\u0645 \u0627\u0644\u0639\u0645\u0644\u0627\u0621.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0646\u0645\u0648 (<\/strong><strong>Growth Stage Portfolio<\/strong><strong>):<\/strong> \u0645\u0646\u062a\u062c\u0627\u062a \u0633\u0631\u064a\u0639\u0629 \u0627\u0644\u0646\u0645\u0648 \u062a\u0643\u062a\u0633\u0628 \u0642\u0628\u0648\u0644 \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u062a\u0637\u0644\u0628 \u062a\u0648\u0633\u064a\u0639 \u0627\u0644\u0639\u0645\u0644\u064a\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0646\u0636\u062c (<\/strong><strong>Maturity Stage Portfolio<\/strong><strong>):<\/strong> \u0645\u0646\u062a\u062c\u0627\u062a \u062d\u0642\u0642\u062a \u0627\u0646\u062a\u0634\u0627\u0631\u064b\u0627 \u0648\u0627\u0633\u0639\u064b\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u062a\u0637\u0644\u0628 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0644\u062a\u0645\u064a\u064a\u0632 \u0623\u0648 \u0627\u0644\u0631\u064a\u0627\u062f\u0629 \u0641\u064a \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642.<\/li>\n\n\n\n<li><strong>\u0645\u062d\u0641\u0638\u0629 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u0627\u0646\u062d\u062f\u0627\u0631 (<\/strong><strong>Decline Stage Portfolio<\/strong><strong>):<\/strong> \u0645\u0646\u062a\u062c\u0627\u062a \u062a\u0648\u0627\u062c\u0647 \u0637\u0644\u0628\u064b\u0627 \u0645\u0646\u062e\u0641\u0636\u064b\u0627\u060c \u0648\u062a\u062d\u062a\u0627\u062c \u0625\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0644\u062e\u0631\u0648\u062c \u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0623\u0648 \u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>\u0627\u0644\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0648\u062d\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (<\/strong><strong>SBU Categorization<\/strong><strong>):<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u064a\u0646\u0637\u0648\u064a \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0639\u0644\u0649 \u062a\u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u062a\u062d\u062a \u0648\u062d\u062f\u0627\u062a \u0623\u0639\u0645\u0627\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0639\u0645\u0644 \u0628\u0634\u0643\u0644 \u0634\u0628\u0647 \u0645\u0633\u062a\u0642\u0644 \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0635\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0645\u0627\u0634\u0649 \u0645\u0639 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u0623\u0648\u0633\u0639.<\/p>\n\n\n\n<p>\u0625\u0646 \u0641\u0647\u0645 \u0623\u0646\u0648\u0627\u0639 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0639\u0644\u0649 \u062a\u062e\u0635\u064a\u0635 \u0646\u0647\u062c \u0625\u062f\u0627\u0631\u062a\u0647\u0627 \u0644\u062a\u0646\u0627\u0633\u0628 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0638\u0631\u0648\u0641 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u062f\u062f\u0629. \u062a\u0645\u0643\u0646 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0634\u0643\u0644 \u0645\u062b\u0627\u0644\u064a\u060c \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\u060c \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u062b\u0627\u0646\u064a-\u0627\u0644\u0623\u0647\u0645\u064a\u0629-\u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-the-strategic-importance-of-product-portfolios\"><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0646\u064a: \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a The Strategic Importance of Product Portfolios<\/strong><\/h2>\n\n\n\n<p>\u062a\u064f\u0639\u062a\u0628\u0631 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u062f\u0627\u0629 \u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u062a\u0631\u062c\u0645\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0625\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u0645\u0644\u0645\u0648\u0633\u0629. \u0648 \u064a\u0643\u0645\u0646 \u0630\u0644\u0643 \u0641\u064a \u0639\u062f\u0629 \u062c\u0648\u0627\u0646\u0628:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0627\u0644\u0627\u0647\u0645\u064a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-1024x538.webp\" alt=\"\u0628\u0648\u0635\u0644\u0629 \u062a\u0634\u064a\u0631 \u0628\u0634\u0643\u0644 \u062d\u0627\u0633\u0645 \u0625\u0644\u0649 \u0627\u0644\u0634\u0645\u0627\u0644\u060c \u0645\u062a\u0631\u0627\u0643\u0628\u0629 \u0639\u0644\u0649 \u062e\u0631\u064a\u0637\u0629 \u0645\u0639 \u062a\u062d\u062f\u064a\u062f \u0645\u0633\u0627\u0631\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629. \u064a\u0645\u062b\u0644 \u0643\u0644 \u0645\u0633\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a. \u062a\u0633\u0644\u0637 \u0625\u0628\u0631\u0629 \u0627\u0644\u0628\u0648\u0635\u0644\u0629 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u062e\u062a\u0627\u0631\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0645\u0648\u0627\u0621\u0645\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0648\u0627\u0644\u0646\u062c\u0627\u062d.\" class=\"wp-image-801\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0627\u0644\u0627\u0647\u0645\u064a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-1024x538.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0627\u0644\u0627\u0647\u0645\u064a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-300x158.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0627\u0644\u0627\u0647\u0645\u064a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-768x403.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0627\u0644\u0627\u0647\u0645\u064a\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0628\u0648\u0635\u0644\u0629 \u062a\u0634\u064a\u0631 \u0628\u0634\u0643\u0644 \u062d\u0627\u0633\u0645 \u0625\u0644\u0649 \u0627\u0644\u0634\u0645\u0627\u0644\u060c \u0645\u062a\u0631\u0627\u0643\u0628\u0629 \u0639\u0644\u0649 \u062e\u0631\u064a\u0637\u0629 \u0645\u0639 \u062a\u062d\u062f\u064a\u062f \u0645\u0633\u0627\u0631\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629. \u064a\u0645\u062b\u0644 \u0643\u0644 \u0645\u0633\u0627\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u0645\u062c\u0645\u0648\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a. \u062a\u0633\u0644\u0637 \u0625\u0628\u0631\u0629 \u0627\u0644\u0628\u0648\u0635\u0644\u0629 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u0627\u0631 \u0627\u0644\u0645\u062e\u062a\u0627\u0631\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0645\u0648\u0627\u0621\u0645\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0648\u0627\u0644\u0646\u062c\u0627\u062d.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0645\u0648\u0627\u0621\u0645\u0629-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-\u0645\u0639-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0627\u0644\u0623\u0639\u0645\u0627\u0644-aligning-portfolio-with-business-strategy\"><strong>\u0645\u0648\u0627\u0621\u0645\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644<\/strong><strong> (Aligning Portfolio with Business Strategy)<\/strong><\/h3>\n\n\n\n<p>\u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u064a\u0639\u062a\u0628\u0631 \u0645\u0648\u0627\u0621\u0645\u0629 \u0645\u062d\u0641\u0638\u0629 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0639\u0645\u0627\u0644\u0647\u0627 \u0627\u0644\u0634\u0627\u0645\u0644\u0629 \u0623\u0645\u0631\u064b\u0627 \u0645\u062d\u0648\u0631\u064a\u064b\u0627. \u064a\u0636\u0645\u0646 \u0647\u0630\u0627 \u0627\u0644\u062a\u0648\u0627\u0641\u0642 \u0642\u062f\u0631\u0629 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0645\u0646 \u0646\u0642\u0627\u0637 \u0642\u0648\u062a\u0647\u0627 \u0644\u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644 \u0639\u0644\u0649 \u0627\u0644\u0641\u0631\u0635 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\u0628\u0623\u0633\u0639\u0627\u0631 \u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u062a\u0639\u0643\u0633 \u0645\u062d\u0641\u0638\u0629 \u0648\u0648\u0644\u0645\u0627\u0631\u062a \u0647\u062f\u0641\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0627\u0644\u0645\u062a\u0645\u062b\u0644 \u0641\u064a \u062c\u0630\u0628 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u062d\u0633\u0627\u0633\u064a\u0646 \u0644\u0644\u0633\u0639\u0631 \u0648\u0627\u0643\u062a\u0633\u0627\u0628 \u062d\u0635\u0629 \u0633\u0648\u0642\u064a\u0629 \u0643\u0628\u064a\u0631\u0629.<\/p>\n\n\n\n<p>\u0625\u0646 \u0645\u0648\u0627\u0621\u0645\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0639<a href=\"https:\/\/leadmrktblog.com\/en\/%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a%d8%ac%d9%8a%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d9%86%d8%a7%d9%81%d8%b3%d9%8a%d8%a9-%d8%a7%d9%84%d8%b1%d8%a7%d8%a6%d8%af%d8%8c-%d8%a7%d9%84%d8%aa\/\"> \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644<\/a> \u064a\u0633\u0627\u0639\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u0646\u0642\u0644 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0628\u0634\u0643\u0644 \u0623\u0643\u062b\u0631 \u0641\u0639\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0645\u064a\u0632\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u0645\u0631\u0648\u0631 \u0627\u0644\u0648\u0642\u062a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0641\u0648\u0627\u0626\u062f-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629-benefits-of-a-diversified-product-portfolio\"><strong>\u0641\u0648\u0627\u0626\u062f \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629 <\/strong><strong>Benefits of a Diversified Product Portfolio<\/strong><\/h3>\n\n\n\n<p>\u064a\u0645\u062b\u0644 \u0627\u0645\u062a\u0644\u0627\u0643 \u0645\u062d\u0641\u0638\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0636\u0631\u0648\u0631\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0646\u0645\u0648 \u0645\u0633\u062a\u062f\u0627\u0645 \u0648\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u0635\u0645\u0648\u062f \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629. \u064a\u062a\u0636\u0645\u0646 \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u062a\u0648\u0633\u064a\u0639 \u0646\u0637\u0627\u0642 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0642\u062f\u0645\u0647\u0627 \u0627\u0644\u0634\u0631\u0643\u0629\u060c \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u062a\u0648\u0632\u064a\u0639 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0648\u0632\u064a\u0627\u062f\u0629 \u0627\u062d\u062a\u0645\u0627\u0644\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630 \u0639\u0644\u0649 \u0634\u0631\u064a\u062d\u0629 \u0633\u0648\u0642 \u0623\u0648\u0633\u0639. \u064a\u0645\u0643\u0646 \u0645\u0644\u0627\u062d\u0638\u0629 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0645\u062d\u0641\u0638\u0629 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062a\u0646\u0648\u0639\u0629 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0633\u064a\u0646 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0648\u062a\u0648\u0633\u064a\u0639 \u0646\u0637\u0627\u0642 \u0627\u0644\u0633\u0648\u0642.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0625\u062f\u0627\u0631\u0629-\u0627\u0644\u0645\u062e\u0627\u0637\u0631-\u0645\u0646-\u062e\u0644\u0627\u0644-\u0627\u0644\u062a\u0646\u0648\u064a\u0639-risk-management-through-diversification\"><strong>\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0646\u0648\u064a\u0639 <\/strong><strong>&nbsp;(Risk Management through Diversification)<\/strong><\/h4>\n\n\n\n<p>\u062a\u0639\u062a\u0628\u0631 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0625\u062d\u062f\u0649 \u0627\u0644\u0645\u0632\u0627\u064a\u0627 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0644\u0644\u062a\u0646\u0648\u064a\u0639. \u0648\u0641\u0642\u064b\u0627 \u0644\u0646\u0638\u0631\u064a\u0629 \u0627\u0644\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u062d\u062f\u064a\u062b\u0629\u060c \u064a\u0633\u0627\u0639\u062f \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0641\u064a \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u0647\u062c\u064a\u0629 \u0644\u0644\u0645\u0624\u0633\u0633\u0629 (\u0645\u0627\u0631\u0643\u0648\u0648\u064a\u062a\u0632\u060c 1952 .(\u0639\u0646\u062f\u0645\u0627 \u062a\u0642\u0648\u0645 \u0634\u0631\u0643\u0629 \u0628\u062a\u0646\u0648\u064a\u0639 \u0639\u0631\u0648\u0636 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627\u060c \u064a\u0642\u0644 \u0627\u062d\u062a\u0645\u0627\u0644 \u0645\u0639\u0627\u0646\u0627\u062a\u0647\u0627 \u0645\u0646 \u0627\u0644\u0622\u062b\u0627\u0631 \u0627\u0644\u0633\u0644\u0628\u064a\u0629 \u0644\u062a\u0631\u0627\u062c\u0639 \u0627\u0644\u0637\u0644\u0628 \u0639\u0644\u0649 \u0645\u0646\u062a\u062c \u0648\u0627\u062d\u062f\u060c \u062d\u064a\u062b \u064a\u0645\u0643\u0646 \u062a\u0639\u0648\u064a\u0636 \u0627\u0644\u062e\u0633\u0627\u0626\u0631 \u0639\u0646 \u0637\u0631\u064a\u0642 \u0627\u0644\u0645\u0643\u0627\u0633\u0628 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0623\u062e\u0631\u0649. \u0648\u0647\u0630\u0627 \u0623\u0645\u0631 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u062e\u0627\u0635\u0629 \u0641\u064a \u0627\u0644\u0635\u0646\u0627\u0639\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0637\u0648\u0631 \u0641\u064a\u0647\u0627 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0623\u0648 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0628\u0633\u0631\u0639\u0629. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0634\u0631\u0643\u0629 \u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u062a\u0633\u062a\u062b\u0645\u0631 \u0641\u064a \u0643\u0644 \u0645\u0646 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0623\u062c\u0647\u0632\u0629 \u0648\u0627\u0644\u0628\u0631\u0627\u0645\u062c \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0625\u0630\u0627 \u0644\u0645 \u064a\u062d\u0642\u0642 \u0623\u062d\u062f \u0627\u0644\u0642\u0637\u0627\u0639\u0627\u062a \u0623\u062f\u0627\u0621\u064b \u062c\u064a\u062f\u064b\u0627 \u0628\u0633\u0628\u0628 \u062a\u0634\u0628\u0639 \u0627\u0644\u0633\u0648\u0642 \u0623\u0648 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u062e\u0631\u064a\u0628\u064a\u0629.<\/p>\n\n\n\n<p>\u0639\u0644\u0627\u0648\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0633\u0645\u062d \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0642\u062f\u0631\u0627\u062a\u0647\u0627 \u0648\u0628\u0646\u064a\u062a\u0647\u0627 \u0627\u0644\u062a\u062d\u062a\u064a\u0629 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0639\u0628\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u0642\u0644\u0644 \u0645\u0646 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0627\u0644\u0647\u0627\u0645\u0634\u064a\u0629 \u0644\u0644\u0625\u0646\u062a\u0627\u062c \u0648\u064a\u0632\u064a\u062f \u0645\u0646 \u0625\u062c\u0645\u0627\u0644\u064a \u0627\u0644\u0631\u0628\u062d\u064a\u0629 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 (\u0628\u0646\u0633\u0631\u0648\u0632\u060c 1959&nbsp; .( \u064a\u0636\u0645\u0646 \u0647\u0630\u0627 \u0627\u0644\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0645\u0648\u0627\u0631\u062f \u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u0627 \u062a\u0639\u062a\u0645\u062f \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0646\u062c\u0627\u062d \u062e\u0637 \u0625\u0646\u062a\u0627\u062c \u0648\u0627\u062d\u062f\u060c \u0645\u0645\u0627 \u064a\u0624\u062f\u064a \u0625\u0644\u0649 \u0627\u0633\u062a\u0642\u0631\u0627\u0631 \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u062f\u062e\u0644 \u0648\u062a\u0648\u0641\u064a\u0631 \u0639\u0648\u0627\u0626\u062f \u0623\u0643\u062b\u0631 \u0627\u062a\u0633\u0627\u0642\u064b\u0627 \u0644\u0644\u0645\u0633\u0627\u0647\u0645\u064a\u0646.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u0639\u0632\u064a\u0632-\u062a\u063a\u0637\u064a\u0629-\u0627\u0644\u0633\u0648\u0642-enhanced-market-coverage\"><strong>\u062a\u0639\u0632\u064a\u0632 \u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642 <\/strong><strong>&nbsp;(Enhanced Market Coverage)<\/strong><\/h4>\n\n\n\n<p>\u064a\u0644\u0639\u0628 \u062a\u0646\u0648\u064a\u0639 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u064a\u0636\u064b\u0627 \u062f\u0648\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627 \u0641\u064a \u062a\u0639\u0632\u064a\u0632 \u062a\u063a\u0637\u064a\u0629 \u0627\u0644\u0633\u0648\u0642. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u062f\u064a\u0645 \u0645\u062c\u0645\u0648\u0639\u0629 \u0648\u0627\u0633\u0639\u0629 \u0645\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062e\u062f\u0645\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629\u060c \u0648\u0647\u0648 \u0645\u0627 \u0642\u062f \u0644\u0627 \u064a\u0643\u0648\u0646 \u0645\u0645\u0643\u0646\u064b\u0627 \u0645\u0639 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062d\u062f\u0648\u062f\u0629. \u064a\u062a\u064a\u062d \u0647\u0630\u0627 \u0627\u0644\u0646\u0637\u0627\u0642 \u0627\u0644\u0645\u0648\u0633\u0639 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u062e\u062a\u0631\u0627\u0642 \u0642\u0637\u0627\u0639\u0627\u062a \u0633\u0648\u0642 \u062c\u062f\u064a\u062f\u0629 \u0648\u0645\u0646\u0627\u0637\u0642 \u062c\u063a\u0631\u0627\u0641\u064a\u0629\u060c \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u062a\u0648\u0633\u064a\u0639 \u0642\u0627\u0639\u062f\u0629 \u0639\u0645\u0644\u0627\u0626\u0647\u0627 (\u0627\u0646\u0633\u0648\u0641\u060c 1957).<\/p>\n\n\n\n<p>\u0639\u0644\u0627\u0648\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643\u060c \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0633\u0647\u0644 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629 \u0641\u0631\u0635 \u0627\u0644\u0628\u064a\u0639 \u0627\u0644\u0645\u062a\u0642\u0627\u0637\u0639 \u0628\u064a\u0646 \u062e\u0637\u0648\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u062d\u062a\u0641\u0627\u0638\u0647\u0645 \u0628\u0647\u0645. \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0642\u062f \u062a\u062a\u0648\u0633\u0639 \u0634\u0631\u0643\u0629 \u062a\u0635\u0646\u0639 \u0627\u0644\u0645\u0639\u062f\u0627\u062a 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\u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629.<\/p>\n\n\n\n<p>\u0641\u062e\u0644\u0627\u0635\u0629 \u0627\u0644\u0642\u0648\u0644: \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062e\u0641\u064a\u0641 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u062a\u0642\u0644\u0628 \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u062a\u0648\u0633\u0639 \u0625\u0644\u0649 \u0642\u0637\u0627\u0639\u0627\u062a \u062c\u062f\u064a\u062f\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0646 \u062a\u062a\u0645\u062a\u0639 \u0628\u0623\u062f\u0627\u0621 \u0645\u0627\u0644\u064a \u0623\u0643\u062b\u0631 \u0627\u0633\u062a\u0642\u0631\u0627\u0631\u064b\u0627 \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0641\u0631\u0635 \u0627\u0644\u0646\u0645\u0648 \u0639\u0628\u0631 \u0642\u0637\u0627\u0639\u0627\u062a \u0635\u0646\u0627\u0639\u064a\u0629 \u0645\u062a\u0646\u0648\u0639\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062a\u062d\u062f\u064a\u0627\u062a-\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-challenges-in-managing-a-product-portfolio\"><strong> \u062a\u062d\u062f\u064a\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a Challenges in Managing a Product Portfolio <\/strong><\/h3>\n\n\n\n<p>\u064a\u0639\u062a\u0628\u0631 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644 \u0623\u0645\u0631\u064b\u0627 \u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0645\u062d\u0641\u0648\u0641\u0629 \u0628\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062a\u0637\u0644\u0628 \u0631\u0624\u064a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0648\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0628\u0628\u0631\u0627\u0639\u0629. \u064a\u0646\u0627\u0642\u0634 \u0647\u0630\u0627 \u0627\u0644\u0646\u0635 \u062a\u0639\u0642\u064a\u062f\u0627\u062a \u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u062a\u0648\u0627\u0632\u0646 \u0628\u064a\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0639\u0628\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u062a\u0639\u0642\u064a\u062f\u0627\u062a \u0627\u0644\u0645 involved \u0641\u064a \u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0645\u0647\u0645\u0629 \u0645\u062b\u0644 \u0645\u062a\u0649 \u064a\u062a\u0645 \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u062a\u062c \u0645\u0627.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u0648\u0627\u0632\u0646-\u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631-\u0639\u0628\u0631-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-balancing-investment-across-products\"><strong>\u062a\u0648\u0627\u0632\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0639\u0628\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><strong> (Balancing Investment Across Products)<\/strong><\/h4>\n\n\n\n<p>\u0645\u0646 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a 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\u062a\u0648\u0627\u0632\u0646 \u0641\u064a \u0627\u0644\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0645\u0648\u0627\u0631\u062f (\u0627\u0644\u0645\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0628\u0634\u0631\u064a\u0629 \u0648\u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629) \u0644\u062f\u0639\u0645 \u0644\u064a\u0633 \u0641\u0642\u0637 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0646\u0627\u0636\u062c\u0629 \u0648\u0627\u0644\u0645\u062f\u0631\u0629 \u0644\u0644\u0646\u0642\u0648\u062f\u060c \u0648\u0644\u0643\u0646 \u0623\u064a\u0636\u064b\u0627 \u0644\u0631\u0639\u0627\u064a\u0629 \u0648\u062a\u0648\u0633\u064a\u0639 \u0627\u0644\u0639\u0631\u0648\u0636 \u0627\u0644\u0646\u0627\u0634\u0626\u0629. \u064a\u064f\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u062a\u0648\u0627\u0632\u0646\u064a \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u062d\u064a\u062b \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u0624\u062f\u064a \u0627\u0644\u0625\u0633\u062a\u062b\u0645\u0627\u0631 \u0627\u0644\u0632\u0627\u0626\u062f \u0641\u064a \u0645\u062c\u0627\u0644 \u0648\u0627\u062d\u062f \u0625\u0644\u0649 \u0646\u0642\u0635 \u0627\u0644\u062a\u0645\u0648\u064a\u0644 \u0644\u0641\u0631\u0635 \u0645\u0631\u0628\u062d\u0629 \u0645\u062d\u062a\u0645\u0644\u0629\u060c \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a \u0625\u0639\u0627\u0642\u0629 \u0627\u0644\u0646\u0645\u0648 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631.<\/p>\n\n\n\n<p>\u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u0639\u062a\u0645\u062f \u0642\u0631\u0627\u0631 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0639\u0644\u0649 \u062a\u0642\u0646\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0645\u062b\u0644 \u0645\u0635\u0641\u0648\u0641\u0629 BCG \u0623\u0648 \u0645\u0635\u0641\u0648\u0641\u0629 GE \/ McKinsey \u0627\u0644\u062a\u064a \u062a\u0635\u0646\u0641 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0645\u0639\u062f\u0644 \u0646\u0645\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0646\u0633\u0628\u064a\u0629 (\u062f\u0627\u064a\u060c &nbsp;1977). \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u0644\u0647\u0630\u0647 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0623\u0646 \u062a\u0628\u0627\u0644\u063a \u0641\u064a \u062a\u0628\u0633\u064a\u0637 \u062a\u0639\u0642\u064a\u062f\u0627\u062a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062d\u062f\u064a\u062b\u0629 \u062d\u064a\u062b \u062a\u0644\u0639\u0628 \u0639\u0648\u0627\u0645\u0644 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0645\u062b\u0644 \u0627\u0644\u0627\u0636\u0637\u0631\u0627\u0628\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u062a\u063a\u064a\u0631 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u062f\u0648\u0631\u064b\u0627 \u0645\u0647\u0645\u064b\u0627. \u0648\u0628\u0627\u0644\u062a\u0627\u0644\u064a\u060c \u064a\u062d\u062a\u0627\u062c \u0627\u0644\u0645\u062f\u064a\u0631\u0648\u0646 \u0625\u0644\u0649 \u062a\u0637\u0648\u064a\u0631 \u0646\u0647\u062c \u0623\u0643\u062b\u0631 \u062f\u0642\u0629 \u062a\u0623\u062e\u0630 \u0641\u064a \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0643\u0644 \u0645\u0646 \u0627\u0644\u0645\u0642\u0627\u064a\u064a\u0633 \u0627\u0644\u0643\u0645\u064a\u0629 \u0648\u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u0646\u0648\u0639\u064a\u0629 \u062d\u0648\u0644 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u062a\u062d\u062f\u064a\u0627\u062a-\u0635\u0646\u0639-\u0627\u0644\u0642\u0631\u0627\u0631-decision-making-challenges-\u0645\u062a\u0649-\u064a\u062a\u0645-\u0648\u0642\u0641-\u0625\u0646\u062a\u0627\u062c-\u0645\u0646\u062a\u062c-\u0645\u0627\"><strong>\u062a\u062d\u062f\u064a\u0627\u062a \u0635\u0646\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 <\/strong><strong>Decision-Making Challenges<\/strong><strong>: \u0645\u062a\u0649 \u064a\u062a\u0645 \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u062a\u062c \u0645\u0627<\/strong>&nbsp;<\/h4>\n\n\n\n<p>\u064a\u0639\u062f \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0648\u0642\u062a \u0627\u0644\u0645\u0646\u0627\u0633\u0628 \u0644\u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u062a\u062c \u0645\u0627 \u062a\u062d\u062f\u064a\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0622\u062e\u0631 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629. \u064a\u064f\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u0642\u0631\u0627\u0631 \u0645\u0647\u0645\u064b\u0627 \u0644\u0623\u0646\u0647 \u064a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0645\u0648\u0627\u0631\u062f \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0635\u0648\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0642\u062f \u064a\u0624\u062f\u064a \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u062a\u062c \u0641\u064a \u0648\u0642\u062a \u0645\u0628\u0643\u0631 \u062c\u062f\u064b\u0627 \u0625\u0644\u0649 \u0627\u0644\u062a\u062e\u0644\u064a \u0639\u0646 \u0645\u0635\u0627\u062f\u0631 \u062f\u062e\u0644 \u0645\u062d\u062a\u0645\u0644\u0629\u060c \u0628\u064a\u0646\u0645\u0627 \u064a\u0624\u062f\u064a \u0627\u0644\u062a\u0623\u062e\u064a\u0631 \u0625\u0644\u0649 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0648\u0641\u0642\u062f\u0627\u0646 \u0627\u0644\u0641\u0631\u0635 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0623\u062d\u062f\u062b (\u0647\u0627\u0631\u064a\u062c\u0627\u0646\u060c 1980).<\/p>\n\n\n\n<p>\u064a\u0646\u0637\u0648\u064a \u0642\u0631\u0627\u0631 \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0645\u0646\u062a\u062c \u0645\u0627 \u0639\u0644\u0649 \u062a\u0642\u064a\u064a\u0645 \u0645\u0633\u0627\u0647\u0645\u062a\u0647 \u0641\u064a \u0627\u0644\u0635\u062d\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0645\u062d\u0641\u0638\u0629 \u0648\u0645\u0644\u0627\u0621\u0645\u062a\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629. \u064a\u062c\u0628 \u062a\u0642\u064a\u064a\u0645 \u0639\u0648\u0627\u0645\u0644 \u0645\u062b\u0644 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0646\u062e\u0641\u0627\u0636 \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0648\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u062a\u0634\u0628\u0639 \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u0643\u0627\u0644\u064a\u0641 \u0627\u0644\u0635\u064a\u0627\u0646\u0629 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u0623\u0631\u0628\u0627\u062d \u0648\u0625\u0645\u0643\u0627\u0646\u064a\u0629 \u062d\u062f\u0648\u062b \u0638\u0627\u0647\u0631\u0629 \u0623\u0643\u0644 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0641\u064a\u0645\u0627 \u0628\u064a\u0646\u0647\u0627 (\u0628\u0648\u0631\u062a\u064a\u0631\u060c 1980)&nbsp; . &nbsp;\u0628\u0627\u0644\u0625\u0636\u0627\u0641\u0629 \u0625\u0644\u0649 \u0630\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u0623\u0646 \u064a\u064f\u0639\u0642\u062f \u0627\u062a\u062e\u0627\u0630 \u0647\u0630\u0647 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0628\u0633\u0628\u0628 \u0627\u0644\u0627\u0631\u062a\u0628\u0627\u0637 \u0627\u0644\u0639\u0627\u0637\u0641\u064a \u0623\u0648 \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u0629 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062f\u0627\u062e\u0644 \u0627\u0644\u0634\u0631\u0643\u0629.<\/p>\n\n\n\n<p>\u064a\u062c\u0628 \u0623\u0646 \u062a\u0634\u0645\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0641\u0631\u0642\u064b\u0627 \u0648\u0638\u064a\u0641\u064a\u0629 \u0645\u062a\u0639\u062f\u062f\u0629 \u0644\u0636\u0645\u0627\u0646 \u0623\u062e\u0630 \u062c\u0645\u064a\u0639 \u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0646\u0638\u0631 \u0628\u0639\u064a\u0646 \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 &#8211; \u0628\u062f\u0621\u064b\u0627 \u0645\u0646 \u062a\u0623\u062b\u064a\u0631\u0627\u062a \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u062a\u0648\u0631\u064a\u062f \u062d\u062a\u0649 \u062a\u0623\u062b\u064a\u0631\u0627\u062a \u062e\u062f\u0645\u0629 \u0627\u0644\u0639\u0645\u0644\u0627\u0621. \u0639\u0644\u0627\u0648\u0629 \u0639\u0644\u0649 \u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0648\u0627\u0635\u0644 \u0627\u0644\u0634\u0641\u0627\u0641 \u0645\u0639 \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0644\u062d\u0629 \u062d\u0648\u0644 \u0627\u0644\u0645\u0646\u0637\u0642 \u0648\u0631\u0627\u0621 \u0642\u0631\u0627\u0631\u0627\u062a \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0645\u0631 \u0636\u0631\u0648\u0631\u064a \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u062b\u0642\u0629 \u0648\u0625\u062f\u0627\u0631\u0629 \u062a\u0635\u0648\u0631 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/p>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u062a\u062a\u0637\u0644\u0628 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062a\u062d\u0642\u064a\u0642 \u062a\u0648\u0627\u0632\u0646 \u062f\u0642\u064a\u0642 \u0628\u064a\u0646 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0646\u0645\u0648 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0645\u0639 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0628\u0643\u0641\u0627\u0621\u0629. \u062a\u0633\u0644\u0637 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0642\u0631\u0627\u0631\u0627\u062a \u0648\u0642\u0641 \u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0642\u0648\u064a\u0629 \u0648\u0641\u0637\u0646\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0644\u0645\u0646\u0627\u0648\u0631\u0629 \u0641\u064a \u0645\u0634\u0647\u062f \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0639\u0642\u062f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u062b\u0627\u0644\u062b-\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u062b\u0627\u0644\u062b : \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/h2>\n\n\n\n<p><strong>\u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong> \u0647\u064a \u0639\u0645\u0644\u064a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0647\u062f\u0641 \u0625\u0644\u0649 \u062a\u062d\u0633\u064a\u0646 \u0623\u062f\u0627\u0621 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629. \u062a\u062a\u0636\u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062d\u0641\u0638\u0629 \u062a\u062a\u0648\u0627\u0641\u0642 \u0645\u0639 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0639\u0627\u0645\u0629.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-1024x538.webp\" alt=\"\u0628\u0633\u062a\u0627\u0646\u064a \u064a\u0639\u062a\u0646\u064a \u0628\u062d\u062f\u064a\u0642\u0629 \u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0648\u064a\u0645\u062b\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0646\u0634\u0637\u0629 \u0627\u0644\u0645\u0637\u0644\u0648\u0628\u0629 \u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0646\u0627\u062c\u062d\u0629.\" class=\"wp-image-802\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-1024x538.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-300x158.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-768x403.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2024\/07\/\u0625\u062f\u0627\u0631\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0628\u0633\u062a\u0627\u0646\u064a \u064a\u0639\u062a\u0646\u064a \u0628\u062d\u062f\u064a\u0642\u0629 \u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0648\u064a\u0645\u062b\u0644 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0646\u0634\u0637\u0629 \u0627\u0644\u0645\u0637\u0644\u0648\u0628\u0629 \u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0646\u0627\u062c\u062d\u0629.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0623\u062f\u0648\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0645\u062d\u0641\u0638\u0629\"><strong>\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629<\/strong><\/h3>\n\n\n\n<p>\u062a\u0644\u0639\u0628 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u062f\u0648\u0631\u064b\u0627 \u0631\u0626\u064a\u0633\u064a\u064b\u0627 \u0641\u064a \u062a\u0645\u0643\u064a\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0642\u062f\u0631\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645. \u062a\u0639\u062f \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0636\u0631\u0648\u0631\u064a\u0629 \u0644\u062a\u0648\u0641\u064a\u0631 \u0645\u0646\u0647\u062c\u064a\u0629 \u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u0644\u0644\u0634\u0631\u0643\u0629. \u0648\u0645\u0646 \u0628\u064a\u0646 \u0623\u0634\u0647\u0631 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0645\u0635\u0641\u0648\u0641\u0629 \u0628\u0648\u0633\u0637\u0646 \u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629 (BCG) \u0648\u0645\u0635\u0641\u0648\u0641\u0629 \u062c\u0646\u0631\u0627\u0644 \u0625\u0644\u0643\u062a\u0631\u064a\u0643 \/ \u0645\u0627\u0643\u0646\u0632\u064a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-1-\u0645\u0635\u0641\u0648\u0641\u0629-\u0628\u0648\u0633\u0637\u0646-\u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629-bcg\"><strong>1.1 \u0645\u0635\u0641\u0648\u0641\u0629 \u0628\u0648\u0633\u0637\u0646 \u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629 (<\/strong><strong>BCG<\/strong><strong>)<\/strong><\/h4>\n\n\n\n<p>\u062a\u0642\u0648\u0645 <a href=\"https:\/\/leadmrktblog.com\/en\/%d8%a7%d9%84%d8%b9%d9%88%d8%a7%d9%85%d9%84-%d8%a7%d9%84%d9%85%d8%a4%d8%ab%d8%b1%d8%a9-%d8%a7%d8%aa%d8%ae%d8%a7%d8%b0-%d9%82%d8%b1%d8%a7%d8%b1%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d8%b3%d9%88%d9%8a%d9%82\/\">\u0645\u0635\u0641\u0648\u0641\u0629 \u0628\u0648\u0633\u0637\u0646 \u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629 \u0628<\/a>\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0625\u0644\u0649 \u0623\u0631\u0628\u0639 \u0641\u0626\u0627\u062a \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0645\u0639\u062f\u0644 \u0646\u0645\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0646\u0633\u0628\u064a\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u0627\u0644\u0646\u062c\u0648\u0645 (<\/strong><strong>Stars<\/strong><strong>):<\/strong> \u062a\u0645\u062b\u0644 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u0631\u062a\u0641\u0639 \u0648\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0631\u062a\u0641\u0639\u0629. \u062a\u064f\u0639\u062a\u0628\u0631 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0631\u0648\u0627\u062f\u064b\u0627 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u060c \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u062a\u0637\u0644\u0628 \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u0627\u062a \u0643\u0628\u064a\u0631\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0645\u0648\u0642\u0639\u0647\u0627.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0623\u0628\u0642\u0627\u0631 \u0627\u0644\u0646\u0642\u062f\u064a\u0629 (<\/strong><strong>Cash Cows<\/strong><strong>):<\/strong> \u062a\u064f\u062f\u0631 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0631\u0628\u0627\u062d\u064b\u0627 \u0623\u0643\u062b\u0631 \u0645\u0645\u0627 \u0647\u0648 \u0645\u0637\u0644\u0648\u0628 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u062d\u0635\u062a\u0647\u0627 \u0641\u064a \u0627\u0644\u0633\u0648\u0642. \u0648\u0647\u064a \u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0646\u0645\u0648 \u0645\u0646\u062e\u0641\u0636 \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u062a\u0645\u062a\u0639 \u0628\u062d\u0635\u0629 \u0633\u0648\u0642 \u0645\u0631\u062a\u0641\u0639\u0629\u060c \u0648\u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u0634\u0643\u0644 \u0623\u0633\u0627\u0633 \u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0634\u0631\u0643\u0629.<\/li>\n\n\n\n<li><strong>\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0641\u0647\u0627\u0645 (<\/strong><strong>Question Marks<\/strong><strong>):<\/strong> \u0647\u064a \u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0646\u0645\u0648 \u0645\u0631\u062a\u0641\u0639 \u0648\u0644\u0643\u0646\u0647\u0627 \u062a\u062a\u0645\u062a\u0639 \u0628\u062d\u0635\u0629 \u0633\u0648\u0642 \u0645\u0646\u062e\u0641\u0636\u0629. \u062a\u0633\u062a\u0647\u0644\u0643 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0643\u062b\u0627\u0641\u0629 \u062f\u0648\u0646 \u0636\u0645\u0627\u0646 \u062a\u062d\u0642\u064a\u0642 \u0639\u0627\u0626\u062f\u0627\u062a.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0643\u0644\u0627\u0628 (<\/strong><strong>Dogs<\/strong><strong>):<\/strong> \u062a\u062a\u0645\u062a\u0639 \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0646\u0645\u0648 \u0645\u0646\u062e\u0641\u0636 \u0648\u062d\u0635\u0629 \u0633\u0648\u0642 \u0645\u0646\u062e\u0641\u0636\u0629\u060c \u0648\u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u064f\u0639\u064a\u0642 \u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644 \u0627\u0644\u0630\u064a \u064a\u0645\u0643\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0623\u062e\u0631\u0649.<\/li>\n<\/ul>\n\n\n\n<p>\u062a\u0633\u0627\u0639\u062f \u0647\u0630\u0647 \u0627\u0644\u0645\u0635\u0641\u0648\u0641\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u062a\u062e\u0627\u0630 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0634\u0623\u0646 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u0627\u0644\u062a\u062e\u0627\u0631\u062c \u0645\u0646\u0647\u0627 \u0623\u0648 \u0625\u0639\u0627\u062f\u0629 \u062a\u0645\u0648\u0636\u0639\u0647\u0627 \u062f\u0627\u062e\u0644 \u0645\u062d\u0641\u0638\u062a\u0647\u0627.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-2-\u0645\u0635\u0641\u0648\u0641\u0629-\u062c\u0646\u0631\u0627\u0644-\u0625\u0644\u0643\u062a\u0631\u064a\u0643-\u0645\u0627\u0643\u0646\u0632\u064a-ge-mckinsey\"><strong>1.2 \u0645\u0635\u0641\u0648\u0641\u0629 \u062c\u0646\u0631\u0627\u0644 \u0625\u0644\u0643\u062a\u0631\u064a\u0643 \/ \u0645\u0627\u0643\u0646\u0632\u064a (<\/strong><strong>GE\/McKinsey<\/strong><strong>)<\/strong><\/h4>\n\n\n\n<p>\u062a\u0639\u062f \u0645\u0635\u0641\u0648\u0641\u0629 \u062c\u0646\u0631\u0627\u0644 \u0625\u0644\u0643\u062a\u0631\u064a\u0643 \/ \u0645\u0627\u0643\u0646\u0632\u064a \u0623\u062f\u0627\u0629 \u0623\u0643\u062b\u0631 \u062a\u0639\u0642\u064a\u062f\u064b\u0627 \u062a\u0642\u064a\u0645 \u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0648\u0642\u0648\u0629 \u0648\u062d\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644. \u0648\u0639\u0644\u0649 \u0639\u0643\u0633 \u0645\u0635\u0641\u0648\u0641\u0629 \u0628\u0648\u0633\u0637\u0646 \u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062e\u062f\u0645 \u0628\u0639\u062f\u064a\u0646 \u0641\u0642\u0637\u060c \u062a\u064f\u0642\u064a\u0651\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0635\u0641\u0648\u0641\u0629 \u0639\u0648\u0627\u0645\u0644 \u0645\u062a\u0639\u062f\u062f\u0629 \u0636\u0645\u0646 \u0643\u0644 \u0628\u0639\u062f\u060c \u0645\u062b\u0644 \u0646\u0645\u0648 \u0627\u0644\u0633\u0648\u0642 \u0648\u0643\u062b\u0627\u0641\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0648\u062c\u0648\u062f\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0644\u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u0629\u061b \u0648\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642 \u0648\u0643\u062b\u0627\u0641\u0629 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0648\u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0644\u0642\u0648\u0629 \u0648\u062d\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644.<\/p>\n\n\n\n<p>\u064a\u062a\u0645 \u0648\u0636\u0639 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0639\u0644\u0649 \u0634\u0628\u0643\u0629 \u0645\u0646 \u062a\u0633\u0639 \u062e\u0644\u0627\u064a\u0627 \u062a\u062a\u0631\u0627\u0648\u062d \u0645\u0646 \u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0639\u0627\u0644\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0645\u0646\u062e\u0641\u0636\u0629 \u0648\u0642\u0648\u0629 \u0648\u062d\u062f\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0645\u0646 \u0627\u0644\u0642\u0648\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0636\u0639\u064a\u0641\u0629. \u062a\u0633\u0645\u062d \u0647\u0630\u0647 \u0627\u0644\u0645\u0642\u0627\u0631\u0628\u0629 \u0627\u0644\u062f\u0642\u064a\u0642\u0629 \u0628\u062a\u0642\u062f\u064a\u0645 \u062a\u0648\u0635\u064a\u0627\u062a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0623\u0643\u062b\u0631 \u0645\u0644\u0627\u0621\u0645\u0629 \u0639\u0628\u0631 \u0633\u064a\u0646\u0627\u0631\u064a\u0648\u0647\u0627\u062a \u0623\u0639\u0645\u0627\u0644 \u0645\u062e\u062a\u0644\u0641\u0629.<\/p>\n\n\n\n<p>\u062a\u062e\u062f\u0645 \u0643\u0644\u062a\u0627 \u0627\u0644\u0623\u062f\u0627\u062a\u0627\u0646 \u0623\u063a\u0631\u0627\u0636\u064b\u0627 \u0645\u0645\u064a\u0632\u0629\u060c \u0644\u0643\u0646\u0647\u0645\u0627 \u062a\u062a\u062d\u062f\u0627\u0646 \u0641\u064a \u0647\u062f\u0641\u0647\u0645\u0627 \u0627\u0644\u0645\u062a\u0645\u062b\u0644 \u0641\u064a \u062a\u062d\u0633\u064a\u0646 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u062a\u0637\u0648\u064a\u0631-\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629-\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/h3>\n\n\n\n<p>\u064a\u062a\u0636\u0645\u0646 \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0641\u0639\u0627\u0644\u0629 \u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062e\u0637\u0648\u0627\u062a \u062d\u064a\u0648\u064a\u0629 \u062a\u0636\u0645\u0646 \u0623\u0646 \u062a\u0644\u0628\u064a \u0639\u0631\u0648\u0636 \u0627\u0644\u0634\u0631\u0643\u0629 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0645\u0639 \u062a\u0648\u0642\u0639 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-1-\u062a\u0642\u064a\u064a\u0645-\u0627\u0644\u0645\u062d\u0641\u0638\u0629-\u0627\u0644\u062d\u0627\u0644\u064a\u0629\"><strong>2.1 \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u062d\u0627\u0644\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u062a\u062a\u0636\u0645\u0646 \u0627\u0644\u062e\u0637\u0648\u0629 \u0627\u0644\u0623\u0648\u0644\u0649 \u062a\u0642\u064a\u064a\u0645\u064b\u0627 \u0634\u0627\u0645\u0644\u064b\u0627 \u0644\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u0645\u062b\u0644 \u0645\u0635\u0641\u0648\u0641\u0627\u062a \u0628\u0648\u0633\u0637\u0646 \u0627\u0644\u0627\u0633\u062a\u0634\u0627\u0631\u064a\u0629 \u0623\u0648 \u062c\u0646\u0631\u0627\u0644 \u0625\u0644\u0643\u062a\u0631\u064a\u0643 \/ \u0645\u0627\u0643\u0646\u0632\u064a. \u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062b\u063a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0648\u0645\u062c\u0627\u0644\u0627\u062a \u0627\u0644\u062a\u0643\u0631\u0627\u0631 \u0623\u0648 \u0641\u0631\u0635 \u0627\u0644\u062a\u0648\u062d\u064a\u062f.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-2-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0633\u0648\u0642\"><strong>2.2 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0648\u0642<\/strong><\/h4>\n\n\n\n<p>\u064a\u0639\u062f \u0641\u0647\u0645 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0627\u062a \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629. \u064a\u062c\u0628 \u0623\u0646 \u064a\u0634\u0645\u0644 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0646\u062a\u062c.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-3-\u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\"><strong>2.3 \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u064a\u062c\u0628 \u062a\u0642\u064a\u064a\u0645 \u0645\u062f\u0649 \u062a\u0648\u0627\u0641\u0642 \u0643\u0644 \u0645\u0646\u062a\u062c \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0639\u0627\u0645\u0629. \u0642\u062f \u062a\u062a\u0637\u0644\u0628 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u0644\u0627 \u062a\u062a\u0648\u0627\u0641\u0642 \u0645\u0639 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0623\u0648\u0633\u0639 \u0625\u0639\u0627\u062f\u0629 \u062a\u0642\u064a\u064a\u0645 \u0623\u0648 \u0625\u064a\u0642\u0627\u0641 \u062a\u0634\u063a\u064a\u0644\u0647\u0627.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-4-\u062a\u062e\u0635\u064a\u0635-\u0627\u0644\u0645\u0648\u0627\u0631\u062f\"><strong>2.4 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f<\/strong><\/h4>\n\n\n\n<p>\u064a\u062c\u0628 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0634\u0643\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0625\u0645\u0643\u0627\u0646\u0627\u062a\u0647\u0627 \u0645\u0646 \u062d\u064a\u062b \u0627\u0644\u0646\u0645\u0648 \u0648\u0627\u0644\u0631\u0628\u062d\u064a\u0629. \u0642\u062f \u062a\u062a\u0637\u0644\u0628 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0625\u0645\u0643\u0627\u0646\u0627\u062a \u0627\u0644\u0639\u0627\u0644\u064a\u0629 \u0627\u0633\u062a\u062b\u0645\u0627\u0631\u064b\u0627 \u0623\u0643\u0628\u0631 \u0645\u0642\u0627\u0631\u0646\u0629\u064b \u0628\u062a\u0644\u0643 \u0630\u0627\u062a \u0627\u0644\u0639\u0627\u0626\u062f\u0627\u062a \u0627\u0644\u0645\u0646\u062e\u0641\u0636\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-5-\u0645\u0631\u0627\u0642\u0628\u0629-\u0627\u0644\u0623\u062f\u0627\u0621\"><strong>&nbsp;<\/strong><strong>2.5 <\/strong><strong>\u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0623\u062f\u0627\u0621<\/strong><\/h4>\n\n\n\n<p>\u064a\u0639\u062a\u0628\u0631 \u0627\u0644\u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0623\u062f\u0627\u0621 \u0643\u0644 \u0645\u0646\u062a\u062c \u0645\u0642\u0627\u0628\u0644 \u0645\u0624\u0634\u0631\u0627\u062a \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 (KPIs) \u0627\u0644\u0645\u062d\u062f\u062f\u0629 \u0623\u0645\u0631\u064b\u0627 \u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0644\u0636\u0645\u0627\u0646 \u0628\u0642\u0627\u0621 \u0627\u0644\u0645\u062d\u0641\u0638\u0629 \u0645\u062a\u0645\u0627\u0634\u064a\u0629 \u0645\u0639 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0639\u0644\u0649 \u0645\u0631 \u0627\u0644\u0632\u0645\u0646.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u062f\u0648\u0631-\u0627\u0644\u0628\u062d\u062b-\u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631-\u0641\u064a-\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>3. <\/strong><strong>\u062f\u0648\u0631 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0641\u064a \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><\/h3>\n\n\n\n<p>\u064a\u0644\u0639\u0628 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 (R&amp;D) \u062f\u0648\u0631\u064b\u0627 \u0631\u0626\u064a\u0633\u064a\u064b\u0627 \u0641\u064a \u062a\u0634\u0643\u064a\u0644 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0641\u0639 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-1-\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\"><strong>3.1 <\/strong><strong>\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631<\/strong><\/h4>\n\n\n\n<p>\u064a\u0639\u062a\u0628\u0631 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u062c\u0648\u0647\u0631 \u0623\u0646\u0634\u0637\u0629 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631\u060c \u0648\u064a\u0634\u0645\u0644 \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u0623\u0648 \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0623\u0648 \u0627\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-2-\u062a\u062d\u062f\u064a\u062b-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a-\u0627\u0644\u062d\u0627\u0644\u064a\u0629\"><strong>3.2 <\/strong><strong>\u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u0644\u0627 \u064a\u0642\u062a\u0635\u0631 \u062f\u0648\u0631 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0639\u0644\u0649 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u062d\u0633\u0628\u060c \u0628\u0644 \u064a\u0634\u0645\u0644 \u0623\u064a\u0636\u064b\u0627 \u0627\u0644\u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062d\u0627\u0644\u064a\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062c\u0648\u062f\u0629 \u0648\u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0623\u0648 \u0625\u0637\u0627\u0644\u0629 \u062f\u0648\u0631\u0629 \u062d\u064a\u0627\u0629 \u0627\u0644\u0645\u0646\u062a\u062c.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-3-\u0627\u0644\u062a\u0643\u0627\u0645\u0644-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\"><strong>3.3 <\/strong><strong>\u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/strong><\/h4>\n\n\n\n<p>\u064a\u0636\u0645\u0646 \u062f\u0645\u062c \u062c\u0647\u0648\u062f \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0645\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0623\u0646 \u062a\u062a\u0648\u0627\u0641\u0642 \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0645\u0639 \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642. \u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0643\u0627\u0645\u0644 \u0639\u0644\u0649 \u062a\u062d\u062f\u064a\u062f \u0623\u0648\u0644\u0648\u064a\u0627\u062a \u0645\u0634\u0627\u0631\u064a\u0639 \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u062a\u0623\u062b\u064a\u0631\u0647\u0627 \u0627\u0644\u0645\u062d\u062a\u0645\u0644 \u0639\u0644\u0649 \u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0634\u0631\u0643\u0629.<\/p>\n\n\n\n<p><strong>\u0648\u062e\u0644\u0627\u0635\u0629 \u0627\u0644\u0642\u0648\u0644: \u0625\u0646 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0644\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u062a\u062a\u0637\u0644\u0628 &nbsp;\u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0642\u0648\u064a\u0629 \u0648\u062a\u062e\u0637\u064a\u0637\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u0648\u062f\u0645\u062c \u062c\u0647\u0648\u062f \u0627\u0644\u0628\u062d\u062b \u0648\u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0641\u064a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 \u0644\u0644\u0634\u0631\u0643\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0642\u064a\u064a\u0645 \u0645\u0632\u064a\u062c \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0645\u0642\u0627\u0628\u0644 \u0638\u0631\u0648\u0641 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0648\u0645\u0648\u0627\u0621\u0645\u0629 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0645\u0639 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062f\u0641\u0639 \u0627\u0644\u0646\u0645\u0648 \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644<\/strong><strong>.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u0627\u0644\u0642\u0633\u0645-\u0627\u0644\u0631\u0627\u0628\u0639-\u062a\u0648\u062c\u0647\u0627\u062a-\u0627\u0644\u0633\u0648\u0642-\u0627\u0644\u0645\u0624\u062b\u0631\u0629-\u0639\u0644\u0649-\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>\u0627\u0644\u0642\u0633\u0645 \u0627\u0644\u0631\u0627\u0628\u0639: \u062a\u0648\u062c\u0647\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u0624\u062b\u0631\u0629 \u0639\u0644\u0649 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><strong><\/strong><\/h2>\n\n\n\n<p>\u0641\u064a \u0638\u0644 \u0627\u0644\u0645\u0634\u0647\u062f \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a \u0644\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629\u060c \u062a\u064f\u0639\u062f \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0645\u0631\u064b\u0627 \u0628\u0627\u0644\u063a \u0627\u0644\u0623\u0647\u0645\u064a\u0629 \u0644\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u064a\u0633\u062a\u0643\u0634\u0641 \u0647\u0630\u0627 \u0627\u0644\u0628\u062d\u062b \u062b\u0644\u0627\u062b\u0629 \u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a: \u0627\u0644\u0639\u0648\u0644\u0645\u0629 \u0648\u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0648\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0631\u0627\u0633\u0629 \u0647\u0630\u0647 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0646 \u062a\u062a\u0643\u064a\u0641 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644 \u0648\u062a\u064f\u0648\u0627\u0621\u0645 \u0639\u0631\u0648\u0636\u0647\u0627 \u0644\u062a\u0644\u0628\u064a\u0629 \u0645\u062a\u0637\u0644\u0628\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0648\u0641\u0631\u0635\u0647\u0627.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-\u062a\u0623\u062b\u064a\u0631-\u0627\u0644\u0639\u0648\u0644\u0645\u0629-\u0639\u0644\u0649-\u0645\u062d\u0627\u0641\u0638-\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a\"><strong>1. <\/strong><strong>\u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0639\u0648\u0644\u0645\u0629 \u0639\u0644\u0649 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u0648\u0633\u0651\u0639\u062a \u0627\u0644\u0639\u0648\u0644\u0645\u0629 \u062d\u062f\u0648\u062f \u0627\u0644\u0633\u0648\u0642\u060c \u0645\u0645\u0627 \u0623\u062a\u0627\u062d \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0648\u0635\u0648\u0644\u0627\u064b \u063a\u064a\u0631 \u0645\u0633\u0628\u0648\u0642 \u0625\u0644\u0649 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629. \u064a\u0633\u062a\u0644\u0632\u0645 \u0647\u0630\u0627 \u0627\u0644\u0648\u0635\u0648\u0644 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0646\u0647\u062c\u064b\u0627 \u0623\u0643\u062b\u0631 \u062a\u0637\u0648\u0631\u064b\u0627 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629\u060c \u062d\u064a\u062b \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0631\u0627\u0639\u0627\u0629 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-1-\u0627\u0644\u062a\u0646\u0648\u064a\u0639-\u0645\u0646-\u062e\u0644\u0627\u0644-\u0627\u0644\u062a\u0648\u0633\u0639-\u0627\u0644\u0639\u0627\u0644\u0645\u064a\"><strong>1.1 <\/strong><strong>\u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u0639\u0627\u0644\u0645\u064a<\/strong><\/h4>\n\n\n\n<p>\u062a\u064f\u0645\u0643\u0651\u0646 \u0627\u0644\u0639\u0648\u0644\u0645\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u0646\u0648\u064a\u0639 \u0645\u062d\u0627\u0641\u0638\u0647\u0627 \u0639\u0628\u0631 \u0623\u0633\u0648\u0627\u0642 \u062c\u063a\u0631\u0627\u0641\u064a\u0629 \u0645\u062e\u062a\u0644\u0641\u0629. \u0648\u064a\u0633\u0627\u0639\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0641\u064a \u0627\u0644\u062a\u062e\u0641\u064a\u0641 \u0645\u0646 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0645\u0631\u062a\u0628\u0637\u0629 \u0628\u062a\u0642\u0644\u0628\u0627\u062a \u0627\u0644\u0637\u0644\u0628 \u0641\u064a \u0623\u064a \u0633\u0648\u0642 \u0648\u0627\u062d\u062f\u0629 (Kotabe &amp; Helsen, 2020). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u062a\u0639\u0648\u064a\u0636 \u0627\u0644\u0627\u0646\u0643\u0645\u0627\u0634 \u0641\u064a \u0628\u0644\u062f \u0645\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0637\u0644\u0628 \u0645\u0633\u062a\u0642\u0631 \u0623\u0648 \u0645\u062a\u0632\u0627\u064a\u062f \u0641\u064a \u0628\u0644\u062f \u0622\u062e\u0631\u060c \u0645\u0645\u0627 \u064a\u064f\u0624\u062f\u064a \u0625\u0644\u0649 \u0627\u0633\u062a\u0642\u0631\u0627\u0631 \u0623\u062f\u0627\u0621 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0628\u0634\u0643\u0644 \u0639\u0627\u0645.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-2-\u0627\u0644\u062a\u0648\u0637\u064a\u0646-\u0645\u0642\u0627\u0628\u0644-\u0627\u0644\u062a\u0648\u062d\u064a\u062f-\u0627\u0644\u0642\u064a\u0627\u0633\u064a\"><strong>1.2 <\/strong><strong>\u0627\u0644\u062a\u0648\u0637\u064a\u0646 \u0645\u0642\u0627\u0628\u0644 \u0627\u0644\u062a\u0648\u062d\u064a\u062f \u0627\u0644\u0642\u064a\u0627\u0633\u064a<\/strong><\/h4>\n\n\n\n<p>\u0645\u0646 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0647\u0627\u0645\u0629 \u0641\u064a \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0647\u064a \u0627\u0644\u0645\u0648\u0627\u0632\u0646\u0629 \u0628\u064a\u0646 \u0627\u0644\u062a\u0648\u0637\u064a\u0646 \u0648\u0627\u0644\u062a\u0648\u062d\u064a\u062f \u0627\u0644\u0642\u064a\u0627\u0633\u064a. \u0641\u0628\u064a\u0646\u0645\u0627 \u064a\u064f\u0639\u0632\u0632 \u0627\u0644\u062a\u0648\u062d\u064a\u062f \u0627\u0644\u0642\u064a\u0627\u0633\u064a \u0627\u0644\u0627\u062a\u0633\u0627\u0642 \u0648\u062e\u0641\u0636 \u0627\u0644\u062a\u0643\u0627\u0644\u064a\u0641 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0648\u0641\u0648\u0631\u0627\u062a \u0627\u0644\u062d\u062c\u0645\u060c \u0625\u0644\u0627 \u0623\u0646 \u0627\u0644\u062a\u0648\u0637\u064a\u0646 \u064a\u064f\u0635\u0645\u0645 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0644\u062a\u0644\u0628\u064a\u0629 \u0627\u0644\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0648\u0627\u0644\u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u062d\u062f\u062f\u0629 \u0644\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 (Hollensen, 2017). \u062a\u062a\u0637\u0644\u0628 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0644\u0644\u0645\u062d\u0641\u0638\u0629 \u062f\u0645\u062c \u0643\u0644\u062a\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u062a\u064a\u0646 \u0644\u062a\u062d\u0633\u064a\u0646 \u0648\u0635\u0648\u0644 \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u062d\u0642\u064a\u0642 \u0631\u0636\u0627 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-3-\u0627\u0644\u0627\u0645\u062a\u062b\u0627\u0644-\u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a-\u0648\u0627\u0644\u062a\u0643\u064a\u0641\"><strong>1.3 <\/strong><strong>\u0627\u0644\u0627\u0645\u062a\u062b\u0627\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a \u0648\u0627\u0644\u062a\u0643\u064a\u0641<\/strong><\/h4>\n\n\n\n<p>\u062a\u064f\u0624\u062f\u064a \u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0639\u0628\u0631 \u0639\u062f\u0629 \u0647\u064a\u0626\u0627\u062a \u0627\u062e\u062a\u0635\u0627\u0635 \u0642\u0636\u0627\u0626\u064a\u0629 \u0625\u0644\u0649 \u0638\u0647\u0648\u0631 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0645\u0639\u0642\u062f\u0629 \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u062d\u0641\u0638\u0629. \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0628\u064a\u0626\u0627\u062a \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0645\u062a\u0646\u0648\u0639\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0645\u064a\u0632\u0627\u062a \u0627\u0644\u0645\u0646\u062a\u062c \u0648 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648 \u062d\u062a\u0649 \u0642\u0631\u0627\u0631\u0627\u062a \u062f\u062e\u0648\u0644 \u0627\u0644\u0633\u0648\u0642 (De Mooij, 2018). \u064a\u064f\u0635\u0628\u062d \u0627\u0644\u0627\u0645\u062a\u062b\u0627\u0644 \u0639\u0627\u0645\u0644\u064b\u0627 \u062d\u0627\u0633\u0645\u064b\u0627 \u0641\u064a \u062a\u0634\u0643\u064a\u0644 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062f\u0648\u0644\u064a\u0629.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-\u0627\u0644\u062a\u0642\u062f\u0645-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\"><strong>2. <\/strong><strong>\u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u064a\u062f \u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u062a\u0634\u0643\u064a\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0627\u062a \u0628\u0648\u062a\u064a\u0631\u0629 \u063a\u064a\u0631 \u0645\u0633\u0628\u0648\u0642\u0629. \u0648\u0644\u0643\u064a \u062a\u0638\u0644 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u064a\u062c\u0628 \u0639\u0644\u064a\u0647\u0627 \u0645\u0648\u0627\u0635\u0644\u0629 \u062a\u0643\u064a\u064a\u0641 \u0645\u062d\u0627\u0641\u0638 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0644\u062f\u0645\u062c \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-1-\u062f\u0645\u062c-\u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a-\u0627\u0644\u0646\u0627\u0634\u0626\u0629\"><strong>2.1 <\/strong><strong>\u062f\u0645\u062c \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629<\/strong><\/h4>\n\n\n\n<p>\u0623\u0635\u0628\u062d \u062f\u0645\u062c \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0645\u062b\u0644 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0648 \u0625\u0646\u062a\u0631\u0646\u062a \u0627\u0644\u0623\u0634\u064a\u0627\u0621 \u0648 \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u0643\u062a\u0644 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0643\u062b\u0631 \u0634\u064a\u0648\u0639\u064b\u0627 (Schwab, 2017). \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a\u060c \u064a\u064f\u0639\u064a\u062f \u062f\u0645\u062c \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0641\u064a \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0630\u0627\u062a\u064a\u0629 \u0627\u0644\u0642\u064a\u0627\u062f\u0629 \u062a\u0634\u0643\u064a\u0644 \u0645\u062d\u0627\u0641\u0638 \u0627\u0644\u0633\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0625\u0644\u0649 \u062d\u0644\u0648\u0644 \u0644\u0644\u0646\u0642\u0644 \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-2-\u062f\u0648\u0631\u0627\u062a-\u062d\u064a\u0627\u0629-\u0627\u0644\u0645\u0646\u062a\u062c-\u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u0629\"><strong>2.2 <\/strong><strong>\u062f\u0648\u0631\u0627\u062a \u062d\u064a\u0627\u0629 \u0627\u0644\u0645\u0646\u062a\u062c \u0627\u0644\u0645\u062a\u0633\u0627\u0631\u0639\u0629<\/strong><\/h4>\n\n\n\n<p>\u0623\u062f\u062a \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0625\u0644\u0649 \u0642\u0635\u0631 \u062f\u0648\u0631\u0627\u062a \u062d\u064a\u0627\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a. \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0633\u0631\u064a\u0639 \u0639\u0645\u0644\u064a\u0627\u062a \u0627\u0644\u062a\u0637\u0648\u064a\u0631 \u0644\u0645\u0648\u0627\u0643\u0628\u0629 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0648\u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 (Tidd &amp; Bessant, 2018). \u064a\u062a\u0637\u0644\u0628 \u0647\u0630\u0627 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0645\u0631\u0646\u0629 \u0644\u0644\u0645\u062d\u0641\u0638\u0629 \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0644\u062a\u0643\u064a\u0641 \u0628\u0633\u0631\u0639\u0629 \u0645\u0639 \u0627\u0644\u062a\u062d\u0648\u0644\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u062f\u0648\u0646 \u0627\u0644\u062a\u0636\u062d\u064a\u0629 \u0628\u0627\u0644\u062c\u0648\u062f\u0629 \u0623\u0648 \u0642\u064a\u0645\u0629 \u0627\u0644\u0639\u0645\u064a\u0644.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-3-\u062a\u0639\u0637\u064a\u0644-\u0627\u0644\u0633\u0648\u0642-\u0627\u0644\u0630\u064a-\u062a\u0642\u0648\u062f\u0647-\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\"><strong>2.3 <\/strong><strong>\u062a\u0639\u0637\u064a\u0644 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0630\u064a \u062a\u0642\u0648\u062f\u0647 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627<\/strong><\/h4>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u0644\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u062a\u0639\u0637\u064a\u0644 \u0647\u064a\u0627\u0643\u0644 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0648\u0625\u0646\u0634\u0627\u0621 \u0641\u0626\u0627\u062a \u0645\u0646\u062a\u062c\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u062a\u0645\u0627\u0645\u064b\u0627 (Christensen, Raynor &amp; McDonald, 2015). \u062a\u062d\u062a\u0627\u062c \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0644\u0649 \u0645\u0631\u0627\u062c\u0639\u0629 \u0645\u062d\u0627\u0641\u0638\u0647\u0627 \u0648\u062a\u0639\u062f\u064a\u0644\u0647\u0627 \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0645\u0631 \u0644\u062a\u0634\u0645\u0644 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u064f\u0624\u062b\u0651\u0631\u0629 \u0623\u0648 \u0645\u0648\u0627\u062c\u0647\u0629 \u062e\u0637\u0631 \u0623\u0646 \u064a\u064f\u0635\u0628\u062d\u0648\u0627 \u0628\u0644\u0627 \u062c\u062f\u0648\u0649 \u0645\u0646 \u0642\u0628\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u064a\u0641\u0639\u0644\u0648\u0646 \u0630\u0644\u0643.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-\u062a\u0648\u062c\u0647\u0627\u062a-\u0633\u0644\u0648\u0643-\u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\"><strong>3. <\/strong><strong>\u062a\u0648\u062c\u0647\u0627\u062a \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643<\/strong><strong><\/strong><\/h3>\n\n\n\n<p>\u064a\u064f\u0639\u062f \u0641\u0647\u0645 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0627\u0644\u0645\u062a\u0637\u0648\u0631 \u0623\u0645\u0631\u064b\u0627 \u0636\u0631\u0648\u0631\u064a\u064b\u0627 \u0644\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0641\u0639\u0627\u0644\u0629 \u0644\u0644\u0645\u062d\u0641\u0638\u0629. \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u0624\u062b\u0631 \u0627\u0644\u062a\u063a\u064a\u064a\u0631\u0627\u062a \u0641\u064a \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u062a\u0623\u062b\u064a\u0631\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0639\u0644\u0649 \u0623\u0646\u0645\u0627\u0637 \u0627\u0644\u0637\u0644\u0628 \u0648 \u062a\u0633\u062a\u0644\u0632\u0645 \u062a\u0639\u062f\u064a\u0644\u0627\u062a \u0641\u064a \u0639\u0631\u0648\u0636 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-1-\u0632\u064a\u0627\u062f\u0629-\u0627\u0644\u0637\u0644\u0628-\u0639\u0644\u0649-\u0627\u0644\u062a\u062e\u0635\u064a\u0635\"><strong>3.1 <\/strong><strong>\u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0637\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u062a\u062e\u0635\u064a\u0635<\/strong><\/h4>\n\n\n\n<p>\u064a\u0633\u0639\u0649 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u0648\u0646 \u0628\u0634\u0643\u0644 \u0645\u062a\u0632\u0627\u064a\u062f \u0625\u0644\u0649 \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u062e\u0635\u0635\u0629 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u0647\u0645 \u0648 \u0623\u0646\u0645\u0627\u0637 \u062d\u064a\u0627\u062a\u0647\u0645 \u0628\u0634\u0643\u0644 \u062e\u0627\u0635 (Pine &amp; Gilmore, 2019). \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0643\u064a\u064a\u0641 \u0645\u062d\u0627\u0641\u0638\u0647\u0627 \u0644\u062a\u0642\u062f\u064a\u0645 \u062e\u064a\u0627\u0631\u0627\u062a \u062a\u062e\u0635\u064a\u0635 \u0623\u0643\u0628\u0631 \u0648\u0627\u0644\u062a\u064a \u0642\u062f \u062a\u062a\u0636\u0645\u0646 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0644\u0627\u0643\u062a\u0633\u0627\u0628 \u0631\u0624\u0649 \u062d\u0648\u0644 \u062a\u0641\u0636\u064a\u0644\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0627\u0644\u0641\u0631\u062f\u064a\u064a\u0646.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-2-\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629-\u0648\u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643-\u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\"><strong>3.2 <\/strong><strong>\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a<\/strong><\/h4>\n\n\n\n<p>\u0647\u0646\u0627\u0643 \u0627\u062a\u062c\u0627\u0647 \u0645\u062a\u0632\u0627\u064a\u062f \u0646\u062d\u0648 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0647\u0644\u0627\u0643 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a. \u0623\u0635\u0628\u062d \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u0648\u0646 \u0623\u0643\u062b\u0631 \u0648\u0639\u064a\u064b\u0627 \u0628\u0627\u0644\u0642\u0636\u0627\u064a\u0627 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648 \u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u0645\u0645\u0627 \u064a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0627\u0621 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0645 (Niinim\u00e4ki et al., 2020). \u062a\u062d\u062a\u0627\u062c \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0644\u0649 \u0645\u0648\u0627\u0621\u0645\u0629 \u0645\u062d\u0627\u0641\u0638 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627 \u0645\u0639 \u0647\u0630\u0647 \u0627\u0644\u0642\u064a\u0645 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062f\u0645\u062c \u0627\u0644\u0645\u0648\u0627\u062f \u0627\u0644\u0635\u062f\u064a\u0642\u0629 \u0644\u0644\u0628\u064a\u0626\u0629 \u0623\u0648 \u0645\u0645\u0627\u0631\u0633\u0627\u062a \u0627\u0644\u0645\u0633\u0646\u0651\u0649 \u0627\u0644\u0623\u062e\u0644\u0627\u0642\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-3-\u0627\u0644\u062a\u0641\u0627\u0639\u0644-\u0627\u0644\u0631\u0642\u0645\u064a-\u0648\u0646\u0645\u0648-\u0627\u0644\u062a\u062c\u0627\u0631\u0629-\u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629\"><strong>3.3 <\/strong><strong>\u0627\u0644\u062a\u0641\u0627\u0639\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0646\u0645\u0648 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629<\/strong><\/h4>\n\n\n\n<p>\u0623\u062d\u062f\u062b \u0635\u0639\u0648\u062f \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u062a\u062d\u0648\u0644\u064b\u0627 \u0641\u064a \u0633\u0644\u0648\u0643\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u0642 \u0644\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0645\u0639 \u062a\u062d\u0648\u0644 \u0643\u0628\u064a\u0631 \u0646\u062d\u0648 \u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0639\u0628\u0631 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a (Verhoef et al., 2021). &nbsp;\u064a\u062a\u0637\u0644\u0628 \u0647\u0630\u0627 \u0627\u0644\u0627\u062a\u062c\u0627\u0647 \u0645\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0639\u0627\u062f\u0629 \u0627\u0644\u0646\u0638\u0631 \u0641\u064a \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u062d\u0641\u0638\u062a\u0647\u0627 \u0644\u062a\u0636\u0645\u064a\u0646 \u0627\u0644\u062e\u062f\u0645\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629 \u0623\u0648 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062d\u0633\u0651\u0646\u0629 \u0644\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u0625\u0644\u0643\u062a\u0631\u0648\u0646\u064a\u0629.<\/p>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u062a\u0624\u062b\u0631 \u0627\u0644\u0639\u0648\u0644\u0645\u0629 \u0648\u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0648\u0627\u0644\u062a\u063a\u064a\u064a\u0631\u0627\u062a \u0641\u064a \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0643\u064a\u0641\u064a\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0644\u0645\u062d\u0627\u0641\u0638 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0641\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0648 \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639\u0647\u0627 \u0628\u0634\u0643\u0644 \u0645\u0646\u0627\u0633\u0628\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0639\u0632\u064a\u0632 \u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0648 \u0636\u0645\u0627\u0646 \u0627\u0644\u0646\u062c\u0627\u062d \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"\u062e\u0627\u062a\u0645\u0629\">\u062e\u0627\u062a\u0645\u0629:<\/h2>\n\n\n\n<p>\u0648\u062e\u062a\u0627\u0645\u064b\u0627\u060c \u064a\u064f\u0634\u0643\u0644 \u0641\u0647\u0645 &#8220;\u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a&#8221; \u0628\u0623\u0628\u0639\u0627\u062f\u0647\u0627 \u0627\u0644\u0645\u064f\u062a\u0639\u062f\u0651\u062f\u0629 \u062e\u0637\u0648\u0629\u064b \u0623\u0633\u0627\u0633\u064a\u0629\u064b \u0641\u064a \u0645\u0633\u064a\u0631\u0629 \u0646\u062c\u0627\u062d \u0623\u064a \u0634\u0631\u0643\u0629. \u0641\u0647\u064a \u0644\u064a\u0633\u062a \u0645\u062c\u0631\u0651\u062f \u0645\u064f\u0635\u0637\u0644\u062d \u0623\u0643\u0627\u062f\u064a\u0645\u064a\u0651\u060c \u0628\u0644 \u0623\u062f\u0627\u0629\u064c \u0641\u0627\u0639\u0644\u0629\u064c \u0641\u064a \u064a\u062f \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0637\u0645\u0648\u062d\u0629 \u062a\u064f\u0633\u0627\u0639\u062f\u0647\u0627 \u0639\u0644\u0649 \u0645\u0648\u0627\u062c\u0647\u0629 \u062a\u062d\u062f\u064a\u0627\u062a \u0633\u0648\u0642 \u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u0645\u064f\u062a\u063a\u064a\u0651\u0631 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631.<\/p>\n\n\n\n<p>\u0625\u0646 \u0625\u062a\u0642\u0627\u0646 \u0641\u0646\u0651 \u0625\u062f\u0627\u0631\u0629 \u0645\u062d\u0641\u0638\u0629 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u064a\u064f\u0639\u064e\u062f\u064f \u0631\u0643\u064a\u0632\u0629\u064b \u0623\u0633\u0627\u0633\u064a\u0629\u064b \u0644\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u0645\u0648 \u0627\u0644\u0645\u064f\u0633\u062a\u062f\u0627\u0645 \u0648 \u062a\u0631\u0633\u064a\u062e \u0645\u0643\u0627\u0646\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0642\u0648\u064a\u0629. \u0648 \u064a\u064f\u0635\u0628\u062d \u0647\u0630\u0627 \u0627\u0644\u0623\u0645\u0631 \u0623\u0643\u062b\u0631 \u0625\u0644\u062d\u0627\u062d\u064b\u0627 \u0641\u064a \u0639\u0635\u0631 \u062a\u064f\u0639\u064a\u062f \u0641\u064a\u0647 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0648 \u062a\u063a\u064a\u0651\u0631 \u0633\u0644\u0648\u0643\u064a\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646 \u0635\u064a\u0627\u063a\u0629 \u0642\u0648\u0627\u0639\u062f \u0627\u0644\u0644\u0639\u0628\u0629 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631.<\/p>\n\n\n\n<p>\u0644\u0630\u0644\u0643\u060c \u0641\u0625\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u064f\u062f\u0631\u0643 \u0623\u0647\u0645\u064a\u0629 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0627\u0629 \u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648 \u062a\u064f\u062d\u0633\u0651\u0646 \u0627\u0633\u062a\u062e\u062f\u0627\u0645\u0647\u0627 \u0628\u0650\u0634\u0643\u0644 \u0641\u0639\u0651\u0627\u0644 \u0647\u064a \u0627\u0644\u0623\u0642\u062f\u0631 \u0639\u0644\u0649 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