ЕФЕКТИВНИЙ РОЗВИТОК МІЖНАРОДНИХ ПІДПРИЄМСТВ В УМОВАХ ЗРОСТАЮЧОГО ПРОТЕКЦІОНІЗМУ У СВІТОВОМУ ГОСПОДАРСТВІ

International enterprises are key players in the modern development of the world economy. The main purpose of the article is to establish the effectiveness of the development of international enterprises under protectionism. The growth of protectionist measures in the economic policies of countries is a counteraction to continued globalization and a consequence of crisis further accelerated by the pandemic. This necessitated the study of the content of protectionism as strategic actions of countries and the formation of effective development of international enterprises. The scientific approach to studying economic protectionism as a complex and double-edged phenomenon in the context efficiency and development of international enterprises in a new changing environment reveals the new opportunities it creates, which are important for increasing the competitiveness and sustainability of international enterprises. It is thanks to the systemic and analytical components that the study of efficiency in these conditions allows us to determine priorities and contributes to the choice of sound strategic decisions that correspond to overall development. This work is even more important from the point of view of the main tasks of developing domestic enterprises, the need to overcome the war crisis and solve the problems of reconstruction and recovery. Therefore, the main thing in solving the identified problems is to study the changes in the environment due to the impact of new protectionism and to identify in this the opportunities for effective activity that protectionism creates at the micro level. Taking into account new requirements and opportunities forms the necessary components of the competitiveness of enterprises, which are determined primarily by the ability to flexibility, innovation, and strategic planning. This fully relates to the main strategic goals of domestic enterprises in implementing the goals of integration into the world community. The conclusions have been reached that in these conditions of growing protectionism, international enterprises face a complex interaction of challenges and opportunities related to efficiency, and with opposing effects. Protectionism creates a critical situation for enterprises, requiring them to find new opportunities for development and strategic flexibility. Those of them that are innovative, flexible, and adaptable to changing market conditions have the best opportunities for development. To achieve effectiveness in a protectionist environment, a change in strategies is necessary. Localization, innovation, and a focus on increasing resilience are becoming crucial to success.