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FEATURES AND TRENDS OF INTERNATIONAL COMPANIES DEVELOPMENT IN
MODERN CONDITIONS
K.V. Drokina, Candidate of Economic Sciences, Associate Professor Chen Yu, Graduate Student Southern Federal University (Russia, Taganrog)
DOI:10.24412/2411-0450-2024-11-1-120-122
Abstract. The paper presents key features and trends that influence the activities of international companies in modern conditions. Among them, special attention is paid to digital transformation and cross-border cooperation of international companies to ensure their sustainable development. The article highlights such characteristics of the activities of international companies as globalization, localization and diversification, and also offers conclusions on the topic of the study.
Keywords: international companies, trends, electronic platforms, digital transformation, cross-border transactions.
Today's global companies operate in a complex logistics environment, and their supply chain management must have a well-developed market platform and a good global network to ensure fast and efficient delivery of goods around the world. In addition, data privacy and information security issues are becoming increasingly important, especially when data transfer is carried out in accordance with the laws of several countries. The advent of electronic payments and blockchain technology has greatly increased the security and convenience of cross-border transactions. At the same time, the electronic platforms of global companies must constantly adapt to different market rules and cultural differences in countries to ensure better service to global customers.
The characteristics of market operations in the activities of international companies include globalization, localization and diversification. In the wake of globalization, the market operations of international companies exhibit unique trends and characteristics that not only reflect changes in the global economic landscape, but also reveal the evolution of corporate competitive strategies [1].
Let us consider the features of the functioning of international companies.
First, globalization. Due to global economic integration, the activities of international companies are expanding beyond the borders of countries, and trade borders are being erased and combined into a global marketing network. Such a global network opens not only enormous busi-
ness opportunities, but also new opportunities and challenges. For example, by using a global marketing network, international companies can make the most efficient use of resources, reduce their costs, and improve their competitiveness; at the same time, the continuous expansion of the world market has led to increased competitive pressure and market risks faced by international companies [2].
Second, in the process of internationalization, international companies have largely demonstrated their localized business strategies. The so-called localization means that when international companies enter new markets, they will flexibly optimize and customize the products and services they provide based on the unique environment and consumer needs of the market. Over time, the old strategy of simply copying products and services from one country to another has gradually revealed its limitations. Especially as customer demands become more diversified and information technology develops rapidly, companies must pay more attention to and adapt to the unique needs and cultural traditions of different markets. This approach to localization not only helps improve the competitiveness of international enterprises in the target market, but also effectively expands their market share. For example, by implementing localized marketing strategies, companies can better understand the preferences of local consumers, provide products and services that better meet their needs, and gain more market share. The localization also helps to reduce the risks, because through a deep under-
standing of local markets and culture, companies can better predict and respond to various challenges.
Third, in the wave of globalization, the customer groups and market environments faced by international companies are becoming increasingly diverse and complex. Therefore, when building their development strategy, companies should abandon the rigid and fixed model and use a more flexible adjustment strategy model. This strategy can ensure that the company can keep pace with the changes in customer needs and the market environment in real time to continuously create and maintain competitive advantages. At the same time, international companies can promote their products and services to a higher-level using adjustments to their strategies, as well as modernize and update products to adapt to the ever-changing needs of the market. Therefore, diversification requires international companies to have a high degree of strategic flexibility and innovation to cope with the challenges of globalization [3].
Fourth, sustainable development and social responsibility. In the face of global warming, enterprises have shifted from simply seeking economic benefits to taking the initiative to reduce environmental pollution and promote sustainable social development. Such actions not only increase the company's brand recognition, but also allow it to gain a greater competitive advantage in the international market.
Fifth, in the face of growing competition in the international market, international companies maintain their competitive advantages through innovations in products, technologies and management. Digitalization and technological innovations give new impetus to the market activities of international companies. With the development of the Internet and artificial intelligence technologies, international companies are accelerating the transition from traditional «offline business» to «online-offline» integration. Innovations are becoming a way for international companies to constantly respond to changes in the market and thus gain leading positions in it [4].
Let's move on to current trends in the activities of international companies.
Currently, on the wave of globalization, international companies have also generated many new development trends. These new trends represent both opportunities and challenges for in-
ternational companies, prompting them to change. One of them is the transition from traditional single e-commerce platforms to multifunctional ecosystems integrating social functions, content creation, financial services and more. At the same time, international companies are increasingly adopting artificial intelligence and big data analytics to improve user interactions, optimize supply chain management and predict market demand.
Digital transformation has become an important strategy and development direction in the market activities of international companies. With the rapid development of the Internet, big data, artificial intelligence and other technologies, companies are forming new competitive advantages by accelerating digital transformation to improve operational efficiency, optimize user interactions and expand new business models. Ecommerce companies have disrupted the traditional retail model by creating digital platforms that provide customers with a more convenient and personalized shopping experience [5].
Cross-border cooperation has also become a new norm for international companies in their global operations. In today's interconnected society, competition between enterprises has evolved from independent to a complex ecosystem. To adapt to the market and increase competitiveness, companies use cross-border cooperation as a tool for developing new markets, which allows not only to expand the scope of business, but also to use resources effectively, minimizing business risks.
Another trend in the development of international companies has become to ensure their sustainable development. At present, the global environmental situation is quite complex, and the trend of its deterioration is increasing, in this situation, the development of environmental protection is in full swing. Consumers are paying more and more attention to environmentally friendly products, more and more companies are moving from traditional environmental pollution to low-carbon, clean direction of development of production methods and sustainable development of ideas throughout the company's activities and the process of international cooperation, the influence is increasingly increasing, and the radiation effect of environmental protection ideas is gradually forming.
An important direction in the internationalization of international companies has become the strategy of internationalization. In today's globalized economy, companies can no longer be content with dominance in the market of their country, they have begun to expand beyond its borders, striving to gain a competitive advantage on a global scale. Thanks to the strategy of internationalization, companies can better integrate global resources and increase their competitiveness [1].
In conclusion, today's international companies face many development opportunities and challenges in the process of their global expansion, such as cultural differences, changing political environments and fierce market competition, which have a profound impact on the long-term development of companies. So, international
of the international market and understand the differences in the cultures of countries, adapt to them, accurately interpret and comply with local policies and regulations, flexibly respond to market competition and constantly innovate and optimize their business models and products-services. By identifying and correcting their own shortcomings, international companies can prevent problems before they occur and ensure sustainable progress in a changing market environment.
To perform better and faster in the international market, international companies should follow the trends of cross-border cooperation and digital transformation, use development opportunities, improve their strengths and enhance their ability to cope with challenges, achieve sustainable development.
companies should pay attention to the dynamics
References
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3. Jia K., Kenney M. The Chinese platform business group: an alternative to the Silicon Valley model? // Journal of Chinese Governance. - 2021. - Vol. 7(3). - Pp. 1-23. -DOI: https://doi.org/10.1080/23812346.2021.1877446.
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ОСОБЕННОСТИ И ТЕНДЕНЦИИ РАЗВИТИЯ МЕЖДУНАРОДНЫХ КОМПАНИЙ В
СОВРЕМЕННЫХ УСЛОВИЯХ
К.В. Дрокина, канд. экон. наук Чэнь Юй, магистрант Южный федеральный университет (Россия, г. Таганрог)
Аннотация. В работе представлены ключевые особенности и тенденции, оказывающие влияние на деятельность международных компаний в современных условиях. Среди них особое внимание уделено цифровой трансформации и трансграничному сотрудничеству международных компаний с целью обеспечения их устойчивого развития. В статье выделены такие характеристики деятельности международных компаний, как глобализация, локализация и диверсификация, а также предложены выводы по теме исследования.
Ключевые слова: международные компании, тенденции, электронные платформы, цифровая трансформация, трансграничные транзакции.
