FEATURES OF FORMING A TRANSNATIONAL STRATEGY OF AN INTERNATIONAL CORPORATION IN THE CONDITIONS OF DIGITIZATION OF GLOBAL MARKETS

The article examines the dynamic changes in the transnational format of the activities of a transnational corporation (TNC) in global markets, which lead to the need to implement new approaches to the formation of the corporation's international strategy. It is proven that digitalization is one of the key factors that contributes to changing traditional approaches to doing business, leading to the emergence of new business models of corporate governance. It is found that a transnational corporation is an enterprise that operates in more than one country and has certain characteristics that distinguish it from other types of enterprises and is a large industrial and financial association. The main characteristics of TNCs are summarized. For the period 2019-2024, the world ranking of TOP-10 TNCs was studied and the corporations that are the leaders of this rating were identified. It was found that Walmart Corporation has been the constant leader of the rating for the past five years. It is proved that one of the factors of success of TNC activity in global markets is development and implementation of a special strategy – transnational strategy. A matrix for choosing a strategy for developing TNC activity in international markets has been constructed. An approach to choosing a transnational strategy of TNCs in international markets has been formed, which is developed on the basis of the Bartlett-Ghoshal matrix, which allows choosing the form of the strategy depending on two key factors: the level of global integration and the level of local responsibility. It is proposed to select options for the transnational strategy of TNCs using the modified McKinsey matrix. Depending on two key factors – the level of attractiveness of the international market and the level of local sensitivity of TNCs, three options for transnational strategy are proposed. If the attractiveness of the international market for carrying out activities for TNCs is high, then a growth strategy should be chosen through diversification. If the attractiveness of the international market for carrying out activities for TNCs is average, then a strategy of activation is chosen through expansion into foreign markets. If the attractiveness of the international market is low, a strategy of reduction through localization in international markets is recommended.