INTERNATIONAL COMPANY STRATEGY UNDER CONDITIONS OF GLOBALIZATION

Abstract

Globalization transforms the world into a single global market of goods and services and erases all possible
boundaries between customers and manufacturers. All existing companies compete in the international
market a priori, in this regard it is necessary to employ a qualitatively new approach to the development of a
competitive international company strategy under conditions of current economic realities. Despite the fact
that the globalization is already a key point of economic reality, the approach to the development of international
strategies of companies in Russia does not have effective algorithms for the development and implementation
of a particular strategy. The first thing to begin with is to make a distinction between the concepts
of "company strategy" and "international company strategy." In this regard, the term "international company
strategy," expressed in the form of a business concept of achieving a competitive advantage of the company
on the international market under conditions of globalization, is proposed. The paper also proposes a new approach
to the achievement of competitive advantage under conditions of the international market by implementing
the strategy of emotional attraction of stakeholders, which will allow to create a unique "beyondcompetition
space" for the development of the company. The algorithm for the development of international
company strategy, taking into account the specific conditions for the development at the supranational level,
is proposed to develop the international company strategy.