INNOVATIVE APPROACHES TO THE FORMATION OF INTERNATIONAL COMMUNICATION POLICY OF AN ENTERPRISE IN CRISIS CONDITIONS
DOI:
https://doi.org/10.31891/mdes/2023-9-5Keywords:
international communication policy, innovative approach, crisis conditions, international marketAbstract
The complex conditions of the functioning of Ukrainian business make adjustments to the peculiarities of business development and directions for its improvement. International activity is a key aspect of the company's development opportunities in today's complex conditions of military challenges. The implementation of the international activity of the enterprise is impossible without the implementation of an effective communication policy of the enterprise on the international market, which determines the formation of stable and effective relations between the enterprise and foreign partners. The development and implementation of a successful communication policy depends on the features of the enterprise's functioning, types of activities, and the products it manufactures. However, a key aspect that plays a decisive role in an effective communication policy is the ability of the enterprise to skillfully present its advantages and form a positive impression on the foreign partner about the enterprise, its products and the country that offers export goods in general.
The article analyzes the essence of the international communication policy of enterprise. The main approaches of scientists to the interpretation of this concept allocated. The goals of the communication policy of an enterprise with international activities defined. A typical model of the communication process of an enterprise with international activities built. The factors influencing the effectiveness of the communication policy of an enterprise with international activities allocated. The criteria for evaluating the qualitative indicators of the effectiveness of the communication policy of an international company, as well as the main methods for evaluating the effectiveness of the communication policy of enterprise generalized. Innovative principles of implementation of communication policy in the international market are proposed.
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