Kalinkin A.V.,  postgraduate student of the Department of International Economic Relations and Business Security, Simon Kuznets Kharkiv National University of Economic, Kharkiv, Ukraine

ORCID: 0009-0006-7211-3153
e-mail: hneu_audit09@ukr.net

Theoretical Basis of Strategic Toolkit of International Marketing in the Conditions of Global Competition

Abstract. Introduction. The modern development of the world economy occurs amid strengthening globalization processes, the dynamic evolution of international trade, and the intensification of competitive interactions among participants in the global marketplace. In this context, international marketing becomes a key factor in ensuring enterprises’ long-term competitiveness. At the same time, the need for companies to constantly adapt their marketing activities to a changing environment through strategic tools that strengthen market positions and expand presence in new segments is becoming more urgent. Therefore, analyzing the effectiveness of international marketing tools in conditions of global competition is an important direction of scientific research. This article identifies and discusses the key theoretical aspects of strategic marketing tools in global competition. In detail, we examine the conceptual provisions of marketing, the theory of strategic management, M. Porter’s theory of competitive advantages, the resource-competence approach, institutional theory, and the influence of intercultural differences. Together, these approaches provide a broad methodological foundation that explains the multifaceted nature of international marketing. Together, they form the foundation for the theoretical basis of this study, providing an opportunity to organize existing knowledge and highlight the strategic importance of marketing for companies in the global arena.

Purpose. This article aims to generalize the theoretical basis of strategic international marketing tools in the context of global competition, as well as determine their role in ensuring competitive advantages.

Results. The study revealed that the effectiveness of international marketing strategies in a global market depends on the management’s ability to anticipate and adapt to market changes. The analysis of theoretical approaches to strategic management revealed the characteristics of international marketing under the influence of global competition. Comparing the approaches of various scientists to strategic marketing tools revealed that they have a multi-level structure that should be considered through the prism of three interrelated blocks: analytical tools for the external environment, strategic models for choosing and forming competitive advantages, and operational tools for implementing the strategy.

Conclusions. Theoretical principles of strategic international marketing tools, combining various scientific approaches and concepts, form the basis for effective strategies in global business. These tools are effective because they expand the information base for making management decisions in conditions of fierce competition. They also increase the competitiveness of enterprises by enhancing their flexibility, adaptability, technological capabilities, and ability to respond quickly to global challenges. In the future, successful international marketing strategies will be defined by orientation towards long-term strategic goals, strengthening innovative potential, and ensuring sustainable development.

Keywords: international marketing; strategic tools; marketing strategy; market adaptation; competitiveness; competition; strategic management.

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