THE ROLE OF ASSORTMENT DIFFERENTIATION IN ENSURING THE COMPETITIVENESS OF REGIONAL PRODUCTION SYSTEMS (ON THE EXAMPLE OF THE PAPER AND WHITE INDUSTRY)

The article examines assortment differentiation as a key tool for ensuring the competitiveness of regional production systems under conditions of structural economic transformation, demographic decline, and market saturation. Using the paper and stationery industry of the Penza region as a case study, the paper demonstrates that expanding and increasing the complexity of product assortments allows enterprises to shift competition from price-based mechanisms to non-price competitive advantages, thereby enhancing the resilience of both firms and regional industrial segments. The study applies methods of industry data analysis, comparative analysis, case study, and expert assessment. It is substantiated that assortment policy should be considered not only as a managerial instrument at the firm level but also as an element of regional industrial policy aimed at preserving production capacity, employment, and value added within the region.