BUSINESS INFORM №12-2016

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Section: Management and Marketing
UDC 658.8:339.9
Palamarchuk N. O.
The Marketing Strategies of TNCs: the Contemporary Features of Formation, Experience of the EU Member States (p. 313 - 317)
The article is aimed at studying the contemporary features of elaboration of marketing strategies for transnational corporations and generalizing experience of the EU Member States on their formation. This study provided to allocate approaches to the definition of the concept of «marketing strategy», systematize both the internal and the external factors of influence, characterize levels of elaboration of the international marketing strategy, allocate the levels of its application and the general orientations for implementation. Based on the analysis of the experience of TNCs in the EU Member States, the following characteristic features of their marketing strategies have been allocated: active support of the existing brands and continuous development of new products with the purpose of ensuring profitability; use of joint entrepreneurship for implementation of various projects and programs; introduction of innovation activity as the basis for ensuring competitiveness; providing the sound financial activity and ensuring the efficient investment activity; ensuring environmental protection and a high level of safety of production; implementation of programs in the sphere of social responsibility of business. Prospects for further research in this direction will be studying the marketing strategies of TNCs in the developed countries and adaptation of their experience for development of TNCs in Ukraine.
Keywords: marketing strategy, TNCs, global development, international activity, internationalization, competitiveness
Fig.: 1. Tabl.: 1. Bibl.: 13.

Palamarchuk Nataliia O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Business, Cherkasy State Technological University (460 Shevchenka Blvd., Cherkasy, 18006, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Palamarchuk, Nataliia O. (2016) “The Marketing Strategies of TNCs: the Contemporary Features of Formation, Experience of the EU Member States.” Business Inform 12:313–317.

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