FEATURES OF STRATEGY FORMATION OF UKRAINIAN COMPANIES ON INTERNATIONAL MARKETS

• Published in: Green, Blue and Digital Economy Journal Blue and Digital Economy Journal, 2023-10, Vol.4 (3), p.32-38
• Main Authors: Kvasova, Luidmyla, Kurbatska, Larysa, Bolovin, Vladislav
• Format: Article
• Language: English
• Subjects: corporate strategy development; international agricultural business; perception of the Ukrainian brand; Ukrainian companies and global markets
• ISSN: 2661-5169; 2661-5282
• DOI: 10.30525/2661-5169/2023-3-5

The study examines the complex process of strategy development for Ukrainian companies entering international markets. In the context of globalisation, Ukrainian businesses are increasingly looking for opportunities beyond their borders. This requires a thoughtful approach to overcoming challenges and taking advantage of opportunities in foreign markets. The article outlines the key features of such a strategy, including market research, cultural sensitivity, legal compliance and brand localisation. The importance of quality, innovation and effective risk management is emphasised. Communication, both linguistic and cultural, is identified as a critical factor in connecting with global audiences. It also explores the importance of adaptive marketing, local partnerships, sustainability and continuous learning. The paper highlights the need for financial planning, global talent acquisition and fostering government relations. Ukrainian companies navigating international markets must combine these characteristics to create robust strategies. Success in global expansion depends on the ability to adapt, appeal to diverse audiences, and create value while maintaining the highest standards of quality and ethics. The purpose of this article is to explore and analyse the features that play a key role in shaping the image of Ukrainian companies operating in international markets. By delving into these features, the article aims to provide valuable information and recommendations to Ukrainian companies seeking to build a strong and positive image in the international arena. By comprehensively examining the various elements that contribute to image formation, including cultural adaptation, market positioning, branding and corporate social responsibility, this article seeks to offer a holistic understanding of the complexities involved in international business. In addition, the paper seeks to emphasise the importance of aligning corporate values and practices with the expectations and perceptions of international stakeholders. Ultimately, the aim of this article is to shed light on the challenges and opportunities faced by Ukrainian companies when entering global markets, and to offer practical recommendations for improving their image and competitiveness in the international arena. Methodology. The methodology used in this article provides for a multidimensional approach to a comprehensive study of the peculiarities of the formation of strategies of Ukrainian companies