ГЛОКАЛІЗАЦІЯ ЯК ВИЗНАЧАЛЬНИЙ ЧИННИК ОРГАНІЗАЦІЇ ЗОВНІШНЬОЕКОНОМІЧНОЇ ДІЯЛЬНОСТІ В УМОВАХ ЄВРОІНТЕГРАЦІЇ

Abstract

In the conditions of European integration, economic organizations are forced to solve a kind of dilemma: to perceive the international business environment as a homogeneous globalized system that needs a unified strategy of behavior, or, nevertheless, to consider it as a heterogeneous set of conditionally separated spaces, which are represented by integration entities at the region or even local market levels, the conquest of which is possible if differentiated approaches are used. Approaches to the interpretation of the term "glocalization" meaning, which denotes the contradictory spatio-temporal configuration of the international business environment, which is formed under the influence of alternating modes of heterogeneity growth and smoothing, overlapping of globalization and regional integration factors have been systematized in the article. The prerequisites and driving forces of glocalization have been considered as a kind of synthesis of the processes of globalization and localization, which makes it possible at the same time to cultivate the territorial specificity of a certain activity, with an orientation towards the minimization of circulation costs, and the emergence of business interests in overcoming geographical distance, with an orientation towards the minimization of unit production costs of products. It has been proved that in the conditions of hypercoherence of the world economy system, in order to adapt to the turbulent environment and ensure the proper efficiency of foreign economic operations in it, domestic enterprises are forced to develop a global strategy of foreign economic activity (FEA), a feature of which is the combination (on the basis of self-organization) of global and multinational strategy features with the aim of achieving a set of synergistic effects. The glocal strategy involves the development of an algorithm of actions that allows simultaneously generating advantages of scale, uniformity of products and price competition in a certain period of time (globalization) and differentiation of the product offer in spatially limited sales markets (localization). The term "glocal management of foreign economic activity" has been suggested to denote the process of applying management concepts and tools for regulating the behavior of business entities in a glocalized business environment. Based on the results of the research, structural and logical schemes for the formation of a glocalized business environment and the behavior of foreign trade entities in it have been developed.