GLOBALIZATION PROCESSES AS THE BACKGROUND OF THE INTERNATIONAL MARKETING
Journal Title: Інноваційна економіка - Year 2017, Vol 71, Issue 9
Abstract
Purpose. The aim of the article is the deepening of the theoretical substantiation of the influence of globalization processes on national economies, their mutual influence and interaction in the implementation of international marketing by enterprises, organizations. Methodology of the research. The following scientific methods and methods of research are used in order to achieve this goal: monographic, systemic, logical, statistical and analytical. Findings. It is established that globalization at the level of an individual country is characterized by the degree of interconnection of its economy with the world economy as a whole. Interaction, mutual influence, interdependence of national economies becomes more tangible, significant in the economy of each country. It is revealed that despite the globalization of the global economy, its positive features, not all countries are equally integrated with it. It is determined that globalization enhances not only the achievements of mankind, but also the threats that increase the gap between the poorest and richest countries, and objective processes of the development of the world economy lead to an acceleration of the internationalization of national economies. It is proved that when making a decision on access to foreign markets, enterprises should carry out international marketing on the basis of marketing research. Originality. The influence of globalization processes on the national economy and actualization of international marketing at the exit of enterprises and organizations on external markets are theoretically substantiated. Practical value. The results of the research can be used in making marketing and management decisions on the substantiation of the expediency of enterprises and organizations entering the international market taking into account the advantages and threats of globalization processes.
Authors and Affiliations
Nataliia Hrechanyk
Keywords
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