THE ROLE OF BUSINESS COMMUNICATIONS IN STRENGTHENING THE COMPETITIVE POSITIONS OF BUSINESS ENTITIES IN THE INTERNATIONAL MARKET
Abstract
The article considers the issues of forming effective business communications and their role in strengthening the competitive position of business entities in the international market. Attention was focused on the specifics of international business communications as a form of intergroup and interpersonal communications, the specifics, structure, and functions of which are defined by the business relations area they are used in. The features of business communications as a tool for integrating business entities into new markets were considered, and the key channels of interaction and mechanisms for forming long-term partnerships were characterized. The methods and tools used by leading international companies in business communication in different markets and their ability to maximize adaptation and understanding of current trends in international economic relations were analyzed. The influence of globalization processes, as well as cultural, socio-economic, technological, organizational, psychological, political, and legal factors on the effectiveness of international business communication were characterized. The role of digitalization in shaping modern communication practices was highlighted, emphasizing how technological advancements contribute to seamless cross-border interactions.The key factors’ measure of influence on business communication of national companies was ranked on the basis of the expert method. It was noted that these factors also provide opportunities for innovation and adaptation in international markets. It was determined that cultural, political, legal, and economic factors exert the greatest influence on the level of business communication of national business entities today. An approach to choosing the optimal communication channels depending on the specifics of target audiences was proposed. Particular attention was given to social media platforms as effective tools for engaging younger demographics and fostering brand loyalty in international markets. Recommendations for adapting business communications to the conditions of the modern global environment, taking into account the degree of influence of factors on the nature of business communications, were provided. Additionally, the importance of ethical considerations, such as transparency and authenticity, in building trust within international partnerships was underlined.
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