International Business Strategy: Ensuring Enterprise Stability Amidst Turmoil

Abstract

The study determined stages of the formation of international marketing strategies in modern conditions of globalization were considered, and the classification of the goals of entering international markets by Ukrainian enterprises in the conditions of war was carried out. Approaches to forming international marketing strategies for Ukrainian enterprises, which carry out economic activities in war conditions, have been developed. The advantages and disadvantages of various international marketing strategies, which should be taken into account by domestic enterprises when choosing strategic directions for the development of international activities, are determined. The procedure for choosing an international marketing strategy for the business development of domestic enterprises is substantiated, and a graph-analytical model of the process of making a management decision on choosing a strategic direction for the development of international activities of Ukrainian enterprises is proposed. To demonstrate approaches to the selection of international markets for assessing their convergence, the following indicators have been defined: GDP per capita, purchasing power parity, inflation rate, corruption rate, rule of law index, carbon dioxide emissions, natural resource income, agricultural value added, food production index, business freedom index, and industrial value added. The results of a comprehensive study have led to the conclusion that the markets of Germany, Ireland, Sweden, Denmark, Belgium, the Netherlands, Austria, Finland, Luxembourg, and France have favorable conditions for the strategic development of international activities of Ukrainian enterprises in them. It has been determined that the markets of Slovenia, Malta, Czech Republic, Portugal, Italy, Lithuania, Cyprus, and Spain may become promising for the strategic development of international activities of Ukrainian enterprises, provided that a significant gap in their main indicators is overcome, namely: "Control of Corruption" and "Rule of Law Index". 

Keywords: strategic directions of international activity development, business sustainability, international marketing strategies, model of the management decision-making process, new offers in world markets, integration into the world economy, assessment of market convergence, business freedom index, industrial value added