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{"id":22436,"date":"2026-07-29T15:37:19","date_gmt":"2026-07-29T12:37:19","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=22436"},"modified":"2026-08-03T13:49:35","modified_gmt":"2026-08-03T10:49:35","slug":"enterprise-marketing-strategy-in-the","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/enterprise-marketing-strategy-in-the\/","title":{"rendered":"Dugiienko N., Tsukanova A. Enterprise Marketing Strategy in the System of International Economic Activity"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification:<\/strong> M31; F23; F10<\/em><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V57(2026)-07<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Dugiienko Natalia,<\/strong> PhD in Economics, Associate Professor, Associate Professor of the Department of International Economics, Natural Resources and Economics of International Tourism, Zaporizhzhia National University, Zaporizhzhia, Ukraine<\/p>\n

ORCID:<\/strong> 0000-0002-4551-5548<\/span><\/a>
\ne-mail: <\/strong>dugienkonata@ukr.net<\/span><\/a><\/p>\n

Tsukanova Anastasiia<\/strong>, 4th-year Student of the Faculty of Economics, Specialty Economics, Zaporizhzhia National University, Zaporizhzhia, Ukraine<\/p>\n

ORCID:<\/strong> 0009-0003-6740-9919<\/span><\/a>
\ne-mail: <\/strong>tsukanova.znu@gmail.com <\/span><\/a><\/p>\n

Enterprise Marketing Strategy in the System of International Economic Activity<\/strong><\/p>\n

Abstract. Introduction<\/em><\/strong>. The development of international economic activity requires enterprises to make more complex marketing decisions than in domestic markets. Companies must consider competition, consumer behavior, product requirements, logistics, communication channels, and the risks of working with foreign partners and buyers. <\/em><\/p>\n

Purpose:<\/em><\/strong> This article aims to study the features of forming an enterprise marketing strategy within the context of international economic activity. It seeks to determine the main stages, tools, and problems of implementation and justify practical directions for improving international marketing decisions. <\/em><\/p>\n

Results<\/em><\/strong>. The article discusses the importance of market analysis, target segment selection, product positioning, adapting the marketing mix, pricing policies, distribution channels, and promotional activities in developing international business. The article emphasizes that a competitive product alone does not guarantee success in foreign markets if the enterprise does not understand consumer needs, regulatory requirements, cultural differences, and the level of competition. The dynamics of Ukraine\u2019s exports of goods from 2021 to 2025 and its main partner countries in 2025 are analyzed. The results demonstrate that Ukrainian enterprises operate under unstable conditions caused by military, logistical, and market factors. Additionally, the geography of exports confirms the necessity of carefully selecting and diversifying target markets. <\/em><\/p>\n

Conclusions.<\/em><\/strong> An effective marketing strategy should be practical and flexible, and based on reliable data. It should combine analytical preparation with the adaptation of product, price, distribution, and communication policies; the development of partnerships; the use of digital promotional tools; and the gradual diversification of international activity. For Ukrainian enterprises, this strategy not only expands sales, but also increases resilience, competitiveness, and the ability to operate in a changing international environment.<\/em><\/p>\n

Keywords:<\/em><\/strong> marketing strategy; international market; international marketing; export; marketing mix; positioning; competitiveness; diversification.<\/em><\/p>\n

References<\/b>:<\/strong><\/p>\n

    \n
  1. Chaldun, E. R., Yudoko, G., & Prasetio, E. A. (2024). Developing a theoretical framework of export-oriented small enterprises: A multiple case study in an emerging country. Sustainability, 16(24), 11132. https:\/\/doi.org\/10.3390\/su162411132<\/a><\/li>\n
  2. Gatto, L., Nasta, L., & Pirolo, L. (2025). Developing a conceptual framework for medium-sized enterprise internationalization: An incremental and circular process-oriented approach to effective export management. Piccola Impresa \/ Small Business, (3). https:\/\/doi.org\/10.14596\/pisb.4374<\/a><\/li>\n
  3. Riabchyk, A., & Siaokhan, S. (2025). Marketing as the basis for the development of an international product strategy of the company. Economy and Society, 82. https:\/\/doi.org\/10.32782\/2524-0072\/2025-82-88<\/a><\/li>\n
  4. Dvulit, Z. P., & Hoshko, A. O. (2025). Adaptation of the international marketing model for entering the Slovak market. Management and Entrepreneurship in Ukraine: Stages of Formation and Problems of Development, 7(2), 138-149. https:\/\/doi.org\/10.23939\/smeu2025.02.138<\/a><\/li>\n
  5. Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https:\/\/doi.org\/10.3390\/su16198667<\/a><\/li>\n
  6. Dichenko, A. (2025). Marketing diversification strategies when entering the product into global markets. Economic Space, 201, 57-60. https:\/\/doi.org\/10.30838\/EP.201.57-60<\/a><\/li>\n
  7. National Bank of Ukraine. (2026). Foreign trade in goods. https:\/\/bank.gov.ua\/files\/ES\/Trade_y.pdf<\/a><\/li>\n
  8. National Institute for Strategic Studies. (2026). Foreign trade of Ukraine in goods: Results of 2025. https:\/\/niss.gov.ua\/doslidzhennya\/mizhnarodni-vidnosyny\/zovnishnya-torhivlya-ukrayiny-tovaramy-pidsumky-2025-roku<\/a><\/li>\n
  9. Noya, S., Taneo, S. Y. M., & Melany. (2025). The impact of export market orientation on SME market performance: Exploring the moderating effect of government policy and the mediating effect of information access. Problems and Perspectives in Management, 23(1), 146-157. https:\/\/doi.org\/10.21511\/ppm.23(1).2025.11<\/a><\/li>\n
  10. Stanislavyk, O., Kovalenko, O., & Mamontenko, N. (2025). Strategies for Ukrainian enterprises to enter international markets in the context of global competition. Naukovi Perspektyvy, 9(63), 899-926. https:\/\/doi.org\/10.52058\/2708-7530-2025-9(63)-899-926<\/a>.<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received: 06 May 2026<\/strong><\/p>\n

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    Dugiienko N., Tsukanova A. (2026). Enterprise Marketing Strategy in the System of International Economic Activity. Modern Economics, 57(2026), 49-57. DOI: https:\/\/doi.org\/10.31521\/modecon.V57(2026)-07.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: M31; F23; F10 DOI: https:\/\/doi.org\/10.31521\/modecon.V57(2026)-07 [\/vc_column_text][vc_column_text]Dugiienko Natalia, PhD in Economics, Associate Professor, Associate Professor of the Department of International Economics, Natural Resources and Economics of International Tourism, Zaporizhzhia National University, Zaporizhzhia, Ukraine ORCID: 0000-0002-4551-5548 e-mail: dugienkonata@ukr.net Tsukanova Anastasiia, 4th-year Student of the Faculty of Economics, Specialty Economics, Zaporizhzhia National University, Zaporizhzhia, Ukraine
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