Abstract
<jats:p>This article analyses potential markets for diversification of non-resource non-energy exports under sanctions. The African continent, though insufficiently studied at the micro level, is considered strategically promising for reorientation of export flows. The study focuses on the entry of Russian exporters of NSE into the markets of African countries from the point of assessing opportunities and risks. Systematisation and assessment of the effectiveness of measures of state financial support of exporters when entering new markets is also examined in the study. The shift from studying the African vector at macro-strategic analysis of this direction to microeconomic and practice-oriented levels is also highlighted. In the framework of this study, the barriers to entry into African markets are identified, taking into account the local specifics. The result of the study is a three-stage model of the life cycle of entering the international market proposed by the authors with recommendations for exporting companies. The study includes the description of statistical data, comparative analysis of tariff and non-tariff barriers using the examples of key countries of the region under study, and functional analysis of state support measures. The results of the study showed that the entry of Russian NSE into African markets is associated with significant opportunities, as well as with some serious risks. A thorough micro-level analysis and integration of a wide range of state support instruments are proposed as recommendations for exporters.</jats:p>