Transformation of International Marketing of Companies in the Context of Sustainable Development and Economic Digitalization
Paulina Kolisnichenko
E-mail:paulina.kolisnichenko@wshiu.pl
PhD of Economic Sciences, Associate professor, Vice Rector for International Cooperation, WSHIU Academy of Applied Sciences
Poznan, Poland
https://orcid.org/0000-0001-6730-1236
Iryna Zakryzhevska
E-mail:zakryzhevskai@khmnu.edu.ua
PhD of Economic Sciences, Associate professor, Head of Marketing Department, Khmelnytskyi National University
Ukraine
https://orcid.org/0000-0003-0918-9949
Vitalii Karpenko
E-mail:karpenkov@khmnu.edu.ua
PhD of Economic Sciences, Associate professor, Dean of Faculty of Economics and Management, Khmelnytskyi National University
Ukraine
https://orcid.org/0000-0002-2476-6700
Mariia Dykha
E-mail:dykhamv@khmnu.edu.ua
Doctor of Economic Sciences, Professor, Professor of the Department of Economics, Analytics, Modeling, and Information Technologies in Business, Khmelnytskyi National University
Ukraine
https://orcid.org/0000-0003-4405-9429
ABSTRACT
The article examines the processes of transformation of international marketing under the influence of global megatrends – digitalization and sustainable development. The authors substantiate the need to transition from traditional linear marketing models to service- oriented and cyclical approaches. Particular attention is paid to the role of breakthrough technologies (Blockchain, IoT, Big Data and Digital Twins) as tools for overcoming information asymmetry and ensuring radical transparency of supply chains. A conceptual model of the synergy of digital tools and ESG factors is developed, and a mathematical interpretation of the effectiveness of sustainable marketing is proposed through an integral indicator that takes into account digital maturity and investments in sustainable development. Key differences between domestic and international marketing in the context of cross-border regulation and environmental compliance are identified
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