Інноваційні маркетингові принципи розвитку транснаціональних корпорацій

Abstract

Проаналізовано теоретичні питання управління процесами транснаціоналізації корпоративних структур. Визначено основні положення інноваційної маркетингової політики компаній на зовнішньому ринку. Зазначено інструменти інноваційної маркетингової політики в системі основних процесів ТНК. Запропоновано маркетингові принципи стійкого розвитку сучасних ТНК, спрямовані на зміцнення їхньої міжнародної конкурентоспроможності в умовах глобалізації.

Development of Ukrainian economy and its participation in integration processes stipulate the importance of studying the questions connected with the activity of multinational corporations (MNC) in a foreign market. Besides, MNCs, as real and potential participants of the world exchange of commodities and services, provide the place of the country in international labor division and its image among the other countries. Large TNCs actively throw out weak companies of the market through the mechanisms of hyper competition to find themselves on the vector of stable constant development. The main condition in a competitive struggle is the factor of marketing activity of the company with the account of innovative tools of marketing policy. So, the search of innovative principles and methods of marketing policy formation with the aim of stable development of modern MNCs has always been and remains an actual in terms of scientific and practical issues. The aim of the article is to specify the main statements of innovative marketing policy of the companies on foreign market and formation of marketing principles of stable development of modern MNCs directed towards the strengthening of their international competitiveness under globalization. After the analysis of theoretical questions of managing the processes of corporate structures’ globalization and common theoretical questions of marketing policy of foreign companies, the authors defined the main statements of innovative marketing policy of the companies within the system of MNCs’ main principles. Taking into account the specifics of the influence of the factors of international marketing environment on the development of MNCs, their innovative marketing policy, the authors developed a set of marketing principles concerning the stable development of modern MNCs. At present, crisis phenomena in the economies of most of the countries are double, i.e. they can be revealed through their positive and negative influence, and can be characterized as an initial stage of the finished crisis. The selective repetition of crisis events in the economy of certain countries will continue for five years in the nearest future, and will regard the development of the world economy in general. So, in the conditions of crisis and post-crisis development of the world economy, it is necessary to design steady future of the companies, resting upon innovative marketing principles of their stable development.