Nikulnikova Hanna, PhD (Economics), Associate Professor of the Department of Enterprise Economics, Organization and Management, Kryvyi Rih National University, Kryvyi Rih, Ukraine

ORCID ID: 0000-0002-0703-5041
e-mail: tomskogo18@gmail.com

Polishuk Irina, PhD (Economics), Associate Professor of the Department of Enterprise Economics, Organization and Management, Kryvyi Rih National University, Kryvyi Rih, Ukraine

ORCID ID: 0000-0003-0151-8656
e-mail: polishchuk@knu.edu.ua

Maksymova Olena, PhD (Economics), Associate Professor of the Department of Motor Vehicle Transport

ORCID ID: 0000-0001-7253-0105
e-mail: maxlenser@knu.edu.ua

Synergy of Marketing and Foreign Economic Activity in the Context of Sustainable Business Development

Abstract. Introduction. In the context of increasing globalization and intensifying international competition, developing adaptive marketing strategies for enterprises engaged in foreign economic activity has become particularly relevant. Current theoretical approaches often rely on classical models of market behavior, which do not adequately reflect the complexity and dynamics of external environments. Thus, the functional role of marketing in ensuring the sustainability and competitiveness of enterprises in international markets must be reevaluated.

Purpose. The study aims to develop and substantiate a conceptual framework for a dynamic interaction strategy in marketing within the context of foreign economic activity. The strategy provides enterprises with a flexible, analytical mechanism to respond to changes in global market conditions by integrating marketing as a core component of strategic management.

Results. The research presents an original concept for a dynamic interaction strategy built on three interrelated principles: target adaptation, digital sensitivity, and behavioral relevance. These components allow marketing to evolve from an operational function to a comprehensive decision-making system that coordinates internal and external business processes. The study proposes a structural model of the strategy, illustrating the relationships between key elements, such as institutional support, communication channels, analytical mechanisms, and legal regulation, within the framework of international activities. The proposed approach is shown to enhance an enterprise’s capacity to reduce response time to market fluctuations, improve communication quality with foreign partners, and maintain strategic coherence under conditions of uncertainty and geopolitical shifts.

Conclusions. The study concludes that marketing should be conceptualized as a dynamic, adaptive system capable of generating resilient management solutions in foreign economic relations. The proposed model establishes a new scientific foundation for future research on strategic marketing management in international business and allows for empirical validation in various economic sectors.

Keywords: marketing; foreign economic activity; dynamic interaction strategy; adaptability; digital sensitivity; international competition; managerial decisions.

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