Marketing międzynarodowy w warunkach geopolitycznej konfrontacjiKeywords: international marketing, international economic sanctions, international trade disputes, social and cultural contradictions, economic identity, conlict identiication, trade war.Słowa kluczowe: marketing międzynarodowy, międzynarodowe sankcje ekonomiczne, międzynaro-dowe spory handlowe, sprzeczności społeczne i kulturowe, osobowość ekonomiczna, wojna handlowa. JEL Code: F130, M140, D810 IntroductionThe contemporary active internationalization signiicantly affects the international market players' business behavior. Under the intense globalization, the management priorities are transforming from the isolated ethnocentrism towards the transparent geocentrism. It leads to creation of a single economic space with standardized management and uniied customer needs. However, in today's world economy there are two opposite tendencies: centripetal, which stimulates a positive, effective development of international cooperation, and centrifugal, which inluences the polarization of economic interests and affects it negatively, breaking the development of civilized international economic relations, reducing the possibility of economic systems' peaceful coexistence, instigating the growth of cultural contradictions and military conlicts.Pobrane z czasopisma Annales H -Oeconomia http://oeconomia.annales.umcs.pl
The article concerns the options of company internationalization, depending on the degree of market internationalization. The main indicators for assessing the degree of company internationalization were determined. The specificity of companies’ internationalization in terms of the concept of international product life cycle was analyzed. The features of international marketing strategy in the internationalization process were examined; the determinants of international marketing strategy were described. The relationship between the phases of international marketing and the level of application of international marketing strategy was determined. The level of application of international marketing strategy by Ukrainian enterprises was researched.
The article is devoted to the problems associated with the creation of Ukraine’s new international economic strategy in the postwar period, in particular, such the issue of green manufacturing, which is one of the main trends in modern civilization. The authors analyze the main areas and mechanisms of green manufacturing, directions of the updated strategy in the context of the changing architecture of international cooperation. They emphasize the need to strengthen the country’s international position by taking into account priorities regarding the technological reconstruction of the Ukrainian economy in the postwar period, while protecting the environment. Using information obtained from a survey of ecologists and representatives of industrial enterprises, the authors identify key motivational factors, tools and consequences of the restructuring process. The authors argue that the successful operation of industrial and agricultural enterprises requires a strong focus on various areas of environmental security and the development of a new approach to this issue.
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