KEY DETERMINANTS OF LEADERSHIP OF MULTINATIONAL ENTERPRISES AT THE MODERN STAGE OF GLOBALIZATION

Abstract

At the current stage of globalization, multinational enterprises play a key role in shaping the world economy, determining the standards of innovation, corporate culture and competitive practices. The leadership of such companies in the international market is a complex phenomenon that depends on a number of determinants that shape their ability to strategic management, innovative development and adaptation to changing global conditions. The purpose of this study is to identify the main factors that determine the effectiveness of the leadership of multinational enterprises in the modern global economy. The main determinants of the leadership of multinational enterprises include organizational, cultural and innovative factors. Strategic determinants include the ability of companies to form long-term global goals, effective resource management, the introduction of innovative technologies and product differentiation in international markets. Organizational factors involve the development of corporate culture, knowledge management systems and motivational mechanisms for employees that ensure internal synergy and support for the global strategy. Cultural and social aspects, such as adaptation to different regional traditions and norms, communication policy and reputation management, are important for building stakeholder trust and maintaining the image of a leader. In the modern context, the integration of digital technologies, artificial intelligence and data analytics into strategic planning and decision-making processes is of particular importance. This allows multinational enterprises to quickly respond to global challenges, optimize business processes and ensure flexibility in international operations. The leadership of multinational enterprises is formed as a result of a complex combination of the innovative culture of enterprises, their patent activity and the ability to combine global standards with local features and jurisdictions. Successful management of these determinants ensures a sustainable competitive position of multinational enterprises in the global market and creates the prerequisites for long-term development in the context of globalization transformations.