Conceptual principles of forming marketing strategies of international companies

Creating effective marketing strategies is a key element in ensuring the competitiveness of international companies in the context of globalization, rapid changes in the market environment, and the growth of geopolitical threats. Modern international business faces several challenges, including currency instability, political restrictions, changing consumer priorities, disruptions in logistics networks, and the need to comply with environmental standards. These factors require developing adaptive strategies based on risk management, considering the peculiarities of international markets, and actively using advanced digital tools to achieve efficiency. The study aims to analyze the theoretical foundations of the formation of marketing strategies for international companies, identify key risks that arise in their implementation, and develop recommendations for adapting to the current challenges of the modern business environment. The object of the study is the marketing strategies of international companies, and the subject is approaches to their adaptation in an unstable business environment. System analysis, comparative analysis, and generalization were used to accomplish the tasks. They allowed us to identify the principal risks, assess the effectiveness of various approaches to adapting strategies, and develop recommendations for minimization. Case studies of international companies and content analysis of scientific sources identified modern trends in international marketing, particularly the implementation of digital solutions, brand localization, and flexible positioning strategies. The study identified the main risks that impact the implementation of marketing strategies. These include economic, political, sociocultural, and logistical factors. Approaches to reducing their impact were analyzed through the digitalization of business processes, adaptation to the specifics of local markets, using flexible management models, and implementation of sustainable development principles. The proposed recommendations aim to increase the efficiency of brand management, optimize communication channels, reduce risks, and strengthen the competitive advantages of international companies. The results obtained can be practically applied to improve marketing strategies in international business. Further research should analyze the impact of automation and artificial intelligence on marketing activities in the context of global economic changes. Keywords: international companies, enterprise, marketing, strategy, risk-oriented approach, digitalization, marketing, tools, international economy.