Impact of Globalization Processes on Company’s Marketing Strategies
DOI:
https://doi.org/10.37659/2663-5070-2024-12-55-63Keywords:
globalization, internationalization, international marketing, marketing strategies, economic globalization, world economyAbstract
The global economic landscape is undergoing significant transformation, characterized by intensifying globalization processes and escalating international competition. The article examines the essence of globalization, its main directions and its impact on the world as a whole, as well as on enterprises and their marketing strategies in the conditions of constant changes. The study explores how globalization fundamentally reshapes marketing paradigms, compelling organizations to adapt their strategies to complex, dynamic global markets, and presents the opportunities/advantages and threats/disadvantages that globalization processes of the world economy bring to the marketing activities of enterprises. The research analyzes critical dimensions of globalization’s influence on marketing, highlighting the emergence of global consumer markets, evolving communication technologies, and the necessity for flexible, responsive marketing frameworks. Key findings reveal that successful international marketing strategies now require a nuanced understanding of both standardization and localization principles. The investigation underscores the importance of understanding diverse market characteristics, consumer behaviors, and regional variations in developing effective international marketing strategies.
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