International Market Environment Research Articles

Exploring Africa’s Heterogenous Middle Class’ Brand Behaviour in the New Digital Age: Practical Insights From a Multiple Country Study

The article’s purpose is to critically examine the heterogeneous middle class in Africa’s evolving relationships with brands in the new digital age environment identifying drivers for brand purchase decision-making that brand managers can adopt for their strategies. The new environment is conceptualized from the impact of digitalization and the emergence of more discerning consumers, informed and empowered in their interaction with brands. The article contributes significantly to responses to calls by international marketing scholars for further research in global brand building and management in the new digital age. Our article provides insights into how the heterogeneity of the middle class in Africa influences the consumers’ relationship with brands considering the impact of digital connectivity and nuances of each middle-class segment. We identify the core drivers for brand selection that the heterogeneous middle-class segments consider and how this influences their attitudes toward brands. The study also highlights the complexities of the relationship between the middle class and counterfeit brands. Practical and theoretical implications to provide guidelines for improving practice and research on managing brands in the new international marketing environment are presented.

Analysis of the Risks and Synergies Arising from Corporate Mergers and Acquisitions: Sed on the Case of Greely’s Acquisition of Volvo

Based on the case of Geely’s acquisition of Volvo in 2010, this paper analyzes the reasons for its M&A by applying the SWOT model and analyzes the risks arising from the financial and integration aspects of the company at the time of the M&A, as well as the synergistic effects arising after the M&A, to explore the timing and manner based on which is the most favorable for the corporate M&A. Geely’s acquisition of Volvo is a case of an acquisition of a leading Chinese and European company in a critical industry. By fully exploring and analyzing the impact of various factors on the M&A process, including those involving capital, technology, personnel, culture, etc., as well as the post-acquisition operation and management model, we analyze how to improve corporate competitiveness after the M&A, taking into account the international market environment and industrial logic, and for company leaders in For whether corporate M&A should be carried out, they should understand the strategic positioning and objectives of the company and select objects with strategic significance for M&A. Establish a clear integration plan and objectives, and carefully implement the integration plan after the M&A to ensure the effectiveness of the integration and the implementation effect. Focus on M&A cultural integration, establish a shared corporate culture, and promote collaboration and cooperation among M&A companies to enhance overall value.

INTERNATIONAL MARKETING STRATEGY OF THE COMPANY IN THE CONTEXT OF GLOBALISATION

In this scientific article, the importance of developing an international marketing strategy for companies in the context of globalization of the business environment and internationalization is considered. The article focuses on the processes of analyzing the markets of potential countries, selecting the most promising regions or countries, developing commercial offers for goods, services, and prices, as well as establishing plans for distribution and communication policy in international markets. The importance of in-depth market analysis and taking into account their characteristics in the formation of an international marketing strategy is emphasized, which should be aimed at achieving success in international markets by changing cognitive preferences through the use of smart marketing tools and an appropriate approach to marketing activities. This approach is defined as critical for the sustainable growth and prosperity of companies in international markets in the modern conditions of the global economy and competition. It has been proven that the successful operation of the enterprise on the global market is achieved due to a properly formed international marketing strategy. The purpose of the research is the analysis of theoretical aspects and the development of practical recommendations for the formation of effective marketing strategies in the conditions of globalization. The essence of the international marketing strategy, which should be developed and implemented when the enterprise enters foreign markets, is determined. It is noted that in the conditions of globalization, enterprises choose access to the global market and choose an international marketing strategy. For this purpose, an algorithm for forming a marketing strategy for an enterprise entering the international market is proposed, which includes the following stages: determination of the goals and possible tasks of the enterprise entering the international market, analysis of the international marketing environment, analysis of the resource base of the enterprise, decision on the feasibility of entering the foreign market, selection market, choosing a method of entering the foreign market, developing a market strategy, developing a product strategy, developing mechanisms for implementing the chosen international marketing strategy.

Design as a key factor in brand building: value congruence and brand identity through design

Modern marketing is rapidly developing in modern conditions. This process and its impact on the economic component and digital transformation requires effective consideration of all details. In the field of marketing, the terms "design" and "brand" are characterized by high dynamics and have their own characteristics in creating a brand. The main purpose of the study is to consider the role and prospects of using design as an important component in creating a brand in accordance with the requirements of identity and approaches to responding to changes in the external environment. Accordingly, the purpose of the article is a comprehensive analysis of the relationship between design and brand in the development of the modern marketing environment and the integration of advertising in the Ukrainian economic market. The methodology includes both specialized and general scientific methods that allow you to reveal all the details in the study of brand marketing. Scientific novelty includes the analysis of modern influence strategies and the importance of design and brand in the reformation of the economic sector and the marketing sector in general. It has been established that brand development is the key to successful strategies, the development of new programs and projects. A brand designates a particular product or service in a special way. The visions of the concepts of "brand" and "design", their interaction, signs, advantages and disadvantages, relationship with the external environment have been presented. The functioning of the international marketing environment, the general state of branding, development trends, the dynamics of adaptation on the international arena are presented. The main conclusions are reflected in the process of proposition of further prospects for the development of design as a key component in the creation of a brand and its rapid development as the main marketing innovation in modern conditions.

РОЗВИТОК АРХІТЕКТУРИ ЛОГІСТИЧНОЇ МЕРЕЖІ МІЖНАРОДНОЇ КОНКУРЕНТОСПРОМОЖНОСТІ СУБ’ЄКТІВ ГОСПОДАРЮВАННЯ

The article posits that a well-developed logistics network is pivotal in ensuring business efficiency in the current context of economic globalization and escalating competition. The author’s central hypothesis is that the logistics network’s architecture is instrumental in realizing the competitive advantages of a business. The article aims to develop theoretical and methodological foundations for constructing and optimizing the architecture of a logistics network within production cooperation, focusing on achieving a specified level of international competitiveness for business entities. The modeling of the logistics network architecture is based on the ArchiMate meta-model. The selection of elements for the architectural model is derived from the harmonized application of market, resource, and institutional concepts to gain competitive advantages. The model of logistics flow movement is presented as a component of the synergy between structural and functional approaches to understanding competitive behavior. These logistics flows are tools for realizing a business entity’s dynamic capabilities in the international market environment. A distinct advantage of ArchiMate lies in offering diverse perspectives on a single corporate architecture model. To demonstrate this advantage, two architectural models were developed. The first model elucidates establishing a list of dynamic capabilities of the logistics network as a basis for international competitiveness. The international aspect is introduced through the architectural element of location, tied to the institutional characteristics of the network node’s geographic area. This model aligns with the Business Capability Map concept and does not contradict the TOGAF standard. The developed architectural model substantiates the author’s hypothesis that competitiveness ensures the value the logistics network delivers to the market. It also illustrates the connection between business capabilities and the system of constraints defined as rules for conducting logistics activities. The second architectural model depicts the movement of logistics flows organized to implement one of the previously introduced business capabilities. It further reveals corporate architecture through the interconnection of logistics system components. The model provides characteristics of modularity, necessary for achieving the desired level of corporate architecture adaptability. The existence of these developed models facilitates various architectural decision-making processes. For example, a component is highlighted to determine the parameters of corporate control distribution.

Organizing the international marketing environment and relationships

In the article, the international marketing environment and its study, the reasons for the organization of international marketing services, the political and legal environment, the main purpose of entering the foreign market, making a decision to enter the international consumer market, export of goods, cooperative entrepreneurship, the organization of international marketing relations, political- legal environment and the main goal of entering the foreign market, the development of marketing services, the conclusions on the sustainable development of socio-economic relations between the countries are given.

DEMOGRAPHIC STATISTICS IN THE PERIOD OF THE WAR

Such a crisis phenomenon, with which Ukraine has been shaken for the rest time, has caused a lot of negative consequences. The demographic situation in Ukraine is turbulent with a lot of scientists and state leaders, by the way, is one of the most important problems of today. The rapidity of the number of people, the way of mass driving and temporary migration, the decrease in trivality and the hardness of life, the low level of nationality, all the traces of the war, the replication of such will be remembered. But we should signify that the very demographic crisis is an obstacle for the socio-economic development of all systems of the state, a threat to national security, as well as a threat to the development of international integration in the globalization of Ukraine. All the problems of the demographic crisis were foreseen by the statistical roses, as an effective tool for the identification of demographic transformation. Bringing demographic statistics up to international standards will allow us to establish economical barriers, create an international competitive market environment and protect national security. But on the face of it, the implementation of those appointed could be folded by the military camp of the state, and what is more important than the increase in mortality, migration and the loss of life. When the demographic crisis is observed in the wake of the full-scale invasion of Russia into Ukraine, the authors of the research have broken up the whiskers, which Ukraine is trying to overcome at the steepest camp. The consequences of the war on the side of demographic statistics will be irreversible, in the first place, it’s due to those who will go to war earlier, it’s a pity, less of the population will turn back from other lands, that hour will pass, people will step by step repair the regions of their lives. The onset of the last, a large-scale increase in the mortality rate among the young population, lads, as if fighting, it’s a pity that not all of them will turn back alive from the war, it’s immediately impacted by the nutrition of new generations. Based on the results of the follow-up, the authors discussed the theoretical basis for demographic statistics during the war. Current camp has become a way to analyze evidence in emigration and internal displacement. Directly further investigations would be able to show the expansion of mechanisms, as if they would help to mitigate the demographic impact on the economy of the country.

DEMOGRAPHIC POTENTIAL OF THE CARPATHIAN REGION OF UKRAINE: SCENARIO MODELING

Such a crisis phenomenon, with which Ukraine has been shaken for the rest time, has caused a lot of negative consequences. The demographic situation in Ukraine is turbulent with a lot of scientists and state leaders, by the way, is one of the most important problems of today. The rapidity of the number of people, the way of mass driving and temporary migration, the decrease in trivality and the hardness of life, the low level of nationality, all the traces of the war, the replication of such will be remembered. But we should signify that the very demographic crisis is an obstacle for the socio-economic development of all systems of the state, a threat to national security, as well as a threat to the development of international integration in the globalization of Ukraine. All the problems of the demographic crisis were foreseen by the statistical roses, as an effective tool for the identification of demographic transformation. Bringing demographic statistics up to international standards will allow us to establish economical barriers, create an international competitive market environment and protect national security. But on the face of it, the implementation of those appointed could be folded by the military camp of the state, and what is more important than the increase in mortality, migration and the loss of life. When the demographic crisis is observed in the wake of the full-scale invasion of Russia into Ukraine, the authors of the research have broken up the whiskers, which Ukraine is trying to overcome at the steepest camp. The consequences of the war on the side of demographic statistics will be irreversible, in the first place, it’s due to those who will go to war earlier, it’s a pity, less of the population will turn back from other lands, that hour will pass, people will step by step repair the regions of their lives. The onset of the last, a large-scale increase in the mortality rate among the young population, lads, as if fighting, it’s a pity that not all of them will turn back alive from the war, it’s immediately impacted by the nutrition of new generations. Based on the results of the follow-up, the authors discussed the theoretical basis for demographic statistics during the war. Current camp has become a way to analyze evidence in emigration and internal displacement. Directly further investigations would be able to show the expansion of mechanisms, as if they would help to mitigate the demographic impact on the economy of the country.

The Influence of International Trade on Banks' International Settlement and Analysis of Countermeasuress

With the advancement of economic globalization and integration, the economic and trade ties between countries and regions have been continuously strengthened, economic and trade exchanges have continued to increase, and the international settlement business between commercial banks has developed rapidly. In the ever-changing international market environment, China's booming international trade is also accompanied by a large number of trade frictions. The increasingly prominent international trade disputes have had an important impact on the international settlement business of my country's commercial banks, increasing the industry risk of settlement products. The non-performing loan ratio of banks has increased, reducing traditional settlement business trade. settlement. Based on the existing literature, this paper analyzes the impact of international trade disputes on the bank's international settlement business by taking the trade financing products of Bank H's international settlement business as an entry point. This paper specifically analyzes the impact of the escalation of Sino-US trade disputes on H-bank's international settlement business after the Sino-US trade war, and gives corresponding countermeasures. Taking Bank H's international settlement business as the research object, this paper adopts case analysis, summarization and other methods to study the impact of international trade disputes on Bank H's international settlement business from different dimensions, and analyzes the impact of international trade disputes on Bank H's international settlement business. The research conclusions of this paper will help Chinese-funded commercial banks to effectively manage the risks brought by international trade disputes, and also provide a useful reference for banks' international settlement customers to avoid and reduce the impact of international trade disputes on their own business.

Factors Affecting International Price Policy in Algerian Small and Medium-Sized Exporting Companies

We have tried, through this study, to shed light on the impact of different elements of the international marketing environment on the implementation of pricing strategies in small and medium-sized Algerian companies that have an export activity.
 In order to better understand the different dimensions of the study, the statistical program Spss version 22 was used to determine how the independent variable affects the dependent variable.
 This research concluded with a set of results, the most important of which is the presence of a low impact, with statistical significance, of the elements of the marketing environment on the price policy of small and medium-sized exporting companies.
 Based on the above, a set of recommendations has been proposed, most of which affirm the need to place greater emphasis on studying and analyzing the elements of the international marketing environment in order to achieve a successful pricing policy.

IMPACTS OF THE COVID-19 PANDEMIC ON INTERNATIONAL MARKETING (on the basis of Apple Inc.)

Although change has always been a familiar term and phenomenon, the changes in the marketplace during COVID-19 pandemic time have never been so complex or rapidly evolved. Companies that operated or intended to operate in the international market strive to adapt to changes by carefully analyzing, taking an integrated approach, and monitoring business performance. The international marketing environment was always fraught with uncertainty and challenges and during COVID-19 time became more difficult. That’s why it became the main aim of this article.
 The changes that occurred on the international market, whether cultural, demographic, or technological, affected and still are continued to influence on the way customers and consumers react and make competition in the international marketplace more ardent.
 When competing in the international market, businesses need to be faster than their rivals in predicting the market needs. They must focus on providing their products and services with added value to make them as attractive as possible to potential customers and capable of meeting and exceeding expectations. These confirmations were analyzed using an Apple Inc. activity as an example. The SWOT analysis were made for analyzing advantages, disadvantages, opportunities and threats. The PESTLE analysis shown political, social, economic, legal and environmental factors and Apple Inc. there.
 Though the world is progressing in terms of information technology, innovative and superior methods of organizing marketing efforts (such as horizontal organization, network organization, virtual organization), global efforts for smooth international trades, and so on, international marketing is not easy to pursue and has become a challenge to accept.

Peculiarities of foreign economic activity management of enterprises

Introduction. The paper is devoted to the problems of research of features and modern mechanisms of economic regulation of foreign economic activity of enterprises in Ukraine. The purpose of the paper is to improve the scientific and methodological basis for stimulating the development of foreign economic activity of enterprises and substantiation of the theoretical foundations of foreign economic activity of enterprises in order to further their development in the today's globalized world. Results. It is determined that one of the problems of foreign economic activity of enterprises is the problem of inefficient management system, lack of strategic and marketing approaches to enterprise management, and enterprises more often use the technique of short-term adaptation. An enterprise focused on the development of foreign economic activity should develop approaches to improve international marketing, especially in terms of making effective management decisions based on the processing of a significant amount of information data and assessing the factors of the international market environment. The main condition for the adaptation of enterprises to the rapidly changing external environment may be the formation of a system of strategic planning, which provides a more rational use of limited resources, promotes consistent development and implementation of management decisions, focuses on sustainable development in market conditions. The management staff should clearly formulate the principles of strategic research in order to intensify foreign trade in industrial enterprises, and most importantly – formed a marketing strategy for foreign trade. The main means of increasing the potential of foreign economic activity of enterprises are the formation of such economic conditions that would allow due to modernization of production to increase domestic production and services, introduce innovative technologies. Conclusion. In order to improve the foreign economic activity of Ukrainian enterprises, it is proposed to implement a policy aimed at increasing merchandise exports by introducing innovative developments to improve the quality of domestic products, which must meet international norms and standards necessary to create a sufficient level of competitiveness in domestic markets.

Assessing Trade Attractiveness Using International Marketing Environmental Factors and Fuzzy DEMATEL

International market entry of entities can be through exporting, licensing, franchising, partnering and strategic alliance, acquisition and Greenfield venture. However, small and medium enterprises (SMEs’) initial international market entries are limited to exporting. Hence, assessing the international marketing environment is essential for deciding the pre-export or initial export stages of going international. It also needs favourable policies to support the trade growth of SMEs between countries. Hence, this research study aims to develop a quantitative approach for assessing the international trade attractiveness between regions with physical, political, economic, sociocultural and technological (PPEST) variables and the fuzzy decision-making trial and evaluation laboratory (DEMATEL) technique. This research study is novel in its approach for identifying the prominence causal variables of trade attractiveness by applying the Fuzzy DEMATEL technique. The results revealed that ‘focusing on the development of new technologies’ and ‘Physical distribution and communication network’ were the core factors influencing the trade attractiveness between the regions. Furthermore, directions for policy implementation and research expansion in this domain were also presented.

Research on the Risk and Supervision System of Cross-Border e-Commerce Payment in China

Cross-border e-commerce payment business is a key link of cross-border e-commerce, which involves the exchange rate changes between different currencies in different countries, whether it is universal, and whether huitong exchange and other related business issues. From the perspective of the current international market environment changes, although China's cross-border e-commerce business is in a period of rapid rise, it is also affected by the complex international environment. E-commerce payment faces the risks of transaction authenticity recognition, cross-border payment transaction credit, and online payment security, which is not conducive to the steady development of China's cross-border e-commerce trade. In view of this, in view of the current risks facing cross-border e-commerce payment business in China, we propose the corresponding prevention mechanism and improve the supervision system, which are conducive to the steady progress of cross-border e-commerce trade.

Study on Sugarcane Production Efficiency Based on DEA-Malmquist Index: A Case Study of 8 Cities in Guangdong Province

This article takes the evaluation model of data envelopment analysis (DEA) and Malmquist index change and its decomposition method, from 2014 to 2018, of sugarcane production in 8 cities in Guangdong province as the research object and the selection of sugarcane production output and production factors as a model output variable and input variable, respectively, according to the eight cities of Guangdong province in 2014–2018 statistics and analyzes the sugarcane production efficiency of 8 cities in Guangdong province. The research results show that there are significant differences in the regional development level of sugarcane production comprehensive efficiency and the regional development imbalance of sugarcane industry in the eight cities of Guangdong province. The lower TPI of the eight cities is mainly due to the lower level of technological innovation. So as to put forward countermeasures which are university resource orientation for the sugarcane comprehensive efficiency in cities less than 1, transportation and telecommunication infrastructure, enhancement of the strength, the establishment of Guangdong province agricultural science and technology innovation alliance, and increase in sugarcane industry with modern manufacturing and the butt joint degree of the international marketing environment, the government actively build international BBS in sugarcane industries.

The Impact of Supply Activities on Building the Positioning of Enterprises in the International Market: "Hasnaoui" Group of Companies in Sidi-Bel-Abbas as a Case Study: أثر أنشطة الإمداد في بناء تموقع المؤسسات في السوق الدولي: دراسة حالة مؤسسة "حسناوي" بسيدي بلعباس

The study aims to determine the importance of supply activities in building the enterprise’s positioning in the international market. In its theoretical framework, the study adopted the issue of international supply as an independent variable in addition to the strategy of positioning in the international market as a dependent variable. Hover, the practical framework of the study included identifying the impact of commitment to implement supply activities on the enterprise’s positioning in the international market. The supply activities consisted of procurement, transportation, storage, distribution, and packaging. The Hasnawi Group of Companies was chosen as an international enterprise to conduct the study. As for the study sample consisting of 42 individuals, it was randomly chosen. By analyzing the questionnaire using the Statistical Package for Social Sciences (SPSS V. 20), the results showed that the enterprise under study pays attention to international supply activities as a key factor in building international positioning. The study also found that there is a correlation and influence between the supply activities and the dimensions of positioning in the international market represented in quality, cost, delivery speed and brand. Notably, the storage and packaging activities had the greatest impact, which means that the company seeks to build its positioning internationally by providing products near the consumer, in addition to adopting a packaging policy that is consistent with the characteristics of the international marketing environment.

Problems and Countermeasures of International Trade Financing of Small and Medium-Sized Enterprises in China

Small and medium-sized enterprises are the foundation of China’s national economy, and they are important forces to promote economic and social development. They play an irreplaceable role in promoting scientific and technological progress, increasing social employment, expanding foreign trade, and other aspects in which they have become an important part of China’s socialist market economy. Based on the research background of international trade financing, this paper analyzes the problems existing in the international trade financing of small and medium-sized enterprises in China to put forward countermeasures and suggestions, hoping to help these small and medium-sized enterprises solve the financing problem so as to achieve a healthy development in the international trade market environment.

Factors Affecting the International Distribution inAlgerianExport-Oriented Company

The objective of this study is to identify the way in which the marketing environment influences the distribution policy of exporting companies. To do this, the researcher proposed a research model which includes an independent variable and another dependent. The results of this research indicate, after statistical analysis using the Spss v22 program, that there is a statistically significant effect of the international marketing environment on the international distribution policy of the sample studied. Among the recommendations that emerge from this study, the need to pay attention to international marketing as an effective activity in exporting companies in order to better understand the needs and desires of potential consumers in foreign markets, with the aim of proposing points distribution compatible with their locations, and this includes obtaining significant market parts.

The Role of Knowledge of the International Marketing Environment In Choosing the FDI Strategy for Entering Foreign Markets: An Econometrics Study of the Markets of A Sample of Arab Countries During the Period (2002-2019)Using Panel Data

The study aims to determine the impact of marketing environment variables on the decision of international companies to choose an FDI strategy from foreign market access strategies,by using cross-sectional data models (panel data) for the period (2002-2019) for a sample of Arab markets.
 Based on the results of estimating the model, the study concluded that there is a positive correlation between independent variables GNI and the political stability index and the dependent variable FDI flows, and negatively between the population size variable, which means that increasing the population does not necessarily mean attracting foreign direct investment, as for the economic freedom variable It has no effect on foreign direct investment flows to the Arab countries under study.

РОЗВИТОК ТУРИСТИЧНОГО ПОТЕНЦІАЛУ УКРАЇНИ: СВІТОВИЙ ДОСВІД ТА ВІТЧИЗНЯНІ РЕАЛІЇ

This paper seeks to explore the tourism potential as a broad multifaceted concept that covers a range of natural recreational, cultural, historical, organizational and economic indicators that lay the foundation for the development of different types of tourism and the tourism industry overall. The study identifies a set of indicators contributing to the national tourism potential realization and development which specify the geographical location, historical, spatial, natural, economic, political, legal, environmental, demographic, social, cultural, infrastructural, technological, organizational, managerial, innovative and human resources potential. According to the selected indicators, Ukraine has great prospects for boosting its tourism potential, so a SWOT analysis has been delivered. Given the due regard to each of the SWOT analysis component consideration (strength, weaknesses, opportunities and threats of the Ukrainian tourism sector), a conclusion was made that the long-term development of the national tourism should rely on the following critical elements: ensuring investment and innovation in tourism and hospitality; enhancing the transport industry support; training of qualified personnel; normalization of the political, economic and legislative climate; digitalization of communications, etc. that will facilitate effective performance in the tourism sector. It is argued that implementation of innovations and progressive European standards in providing guest and recreational services are crucial in developing a competitive national tourism sector in the international market environment. Among the key strategic goals in enhancing the tourism potential of Ukraine by 2026 are the following: creating a quality tourism product based on effective marketing activities; effective and integrated use of existing tourism capacities and its potential by addressing the issues of nature management and environmental protection as well as improving the tourism infrastructure; updating technical resources and materials; ensuring the compliance between price and quality of tourist products by building a framework to optimize the organizational and economic structure of small and medium-sized businesses, granting tax holidays, green corridors, etc. The study also provides insights into the system of training and advanced training of specialists in the area of tourism and resort management. The findings demonstrate that according to the assessment of tourism and resort development indicators in Ukraine, the current potential in the national tourism sector can ensure raising the flow of international tourists arriving to Ukraine, increasing the number of tourism business entities, growth of revenues to local budgets from tourist tax payments as well as to the consolidated government budget of Ukraine from tourism activities, increasing the number of jobs in the tourism sector along with boosting the number of domestic tourists and holiday makers.