Comparative Analysis of Marketing Strategies of Global Corporations in Industrial and Innovation Clusters in Europe and China

ABSTRACT The research conducted within the framework of this study is aimed at analyzing the features of marketing strategies of multinational corporations, considering their adaptation in industrial and innovative clusters. Various methods are used in this study, such as analysis, synthesis, analogy, induction, deduction, and analysis of statistical data. The main global trends in the development of marketing strategies aimed at achieving competitive advantages were identified. Special attention is paid to the key role that global corporations play in the development of industrial and innovative clusters. A comparative analysis of the marketing strategies of global corporations in European and Chinese industrial and innovation clusters identifies differences in approaches and similarities in the pursuit of competitiveness. Such a study provides valuable insight into how global companies adapt to a changing economic environment through marketing strategies, contributing to their own success and bringing innovation to the market.