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.
Recent global challenges and the development of digital technologies have caused companies to update their business models to incorporate the variety of existing online communication tools. This enables companies to design their communication with customers and other stakeholders in the most effective way based on the company's business goals. This study provides an approach for planning and assessing online communication mix for machinery manufacturers. The authors conducted a series of expert interviews and used the analytic hierarchy process as well as the method of parametric identification to determine the optimal set of elements for online communication in the market of machinery manufacturing. Based on the research findings, the authors developed and tested the model for planning online communication activities and assessing their effectiveness. The research results detect hidden relationships between the individual elements of online Designing online communication mix for machinery manufacturers 167 communication activities and the impact of those elements on each other. This approach makes it possible to evaluate online communication in terms of achieving companies' business goals, rather than evaluating individual indicators of separate communication elements.
Recent global challenges and the development of digital technologies have caused companies to update their business models to incorporate the variety of existing online communication tools. This enables companies to design their communication with customers and other stakeholders in the most effective way based on the company's business goals. This study provides an approach for planning and assessing online communication mix for machinery manufacturers. The authors conducted a series of expert interviews and used the analytic hierarchy process as well as the method of parametric identification to determine the optimal set of elements for online communication in the market of machinery manufacturing. Based on the research findings, the authors developed and tested the model for planning online communication activities and assessing their effectiveness. The research results detect hidden relationships between the individual elements of online Designing online communication mix for machinery manufacturers 167 communication activities and the impact of those elements on each other. This approach makes it possible to evaluate online communication in terms of achieving companies' business goals, rather than evaluating individual indicators of separate communication elements.
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