Glocal Dimensions of the Safe Development of Marketing Communications of Transnational Corporations
(Pages 1179-1195)Natalia Trusova1,*, Liudmyla Chorna2, Sergey Kudlaenko3, Oleksandr Denysiuk4 and Alex Kelma novich5
1Department of Business Consulting and International Tourism, Dmytro Motornyi Tavria State Agrotechnological University, Melitopol, Ukraine.
2Department of Management and Administration, Zhytomyr Institute, Interregional Academy of Personnel Management, Zhytomyr, Ukraine.
3Department of Management and Administration, Vinnytsia Institute of Trade and Economics, Kyiv National University of Trade and Economics, Vinnytsia, Ukraine.
4Department of Accounting and Taxation, Vinnytsia Institute of Trade and Economics, Kyiv National University of Trade and Economics, Vinnytsia, Ukraine.
5Department of Economics, Ariel University, Ariel, Israel.
DOI: https://doi.org/10.55365/1923.x2022.20.131
Abstract:
The article considers glocal dimensions of the safe development of marketing communications of multinational corporations (TNCs). A comprehensive methodology for identifying and assessing the impact of factors on the safe development of marketing communications of TNCs in the glocal dimension of the attractiveness of investment and innovation environment, taking into account the brand configuration of corporations between countries to model their differences in the food market is developed. It is substantiated that measures for the safe development of global marketing communications of TNCs are aimed at benefiting from the standardization of their goods (or services), focusing on global (non-individual) human values and consumer homogenization, defining a common marketing strategy for TNCs to avoid costs, associated with the unfounded globalization of differentiation of goods (services) or means of their promotion. It is proved that the integrated approach to understanding the nature of the innovation process of TNCs in marketing communications allows the implementation of investment and innovation projects while the corporation has three advantages (existing in relation to the firm as “inside”, i.e. benefits of ownership and internationalization, and “outside”, i.e. location advantages, the content of which is determined by motives (horizontal, vertical, export platforms or complex).
Keywords:
Transnationalization Index, Globalization Index, Innovation Index, Investment Attractiveness Index Of Marketing Communications, Food Industry, Goods (Services).
JEL Codes:
M31; F23; M3.
How to Cite:
Natalia Trusova, Liudmyla Chorna, Sergey Kudlaenko, Oleksandr Denysiuk and Alex Kelma novich. Glocal Dimensions of the Safe Development of Marketing Communications of Transnational Corporations. [ref]: vol.20.2022. available at: https://refpress.org/ref-vol20-a131/
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.