BUSINESS STRATEGY OF THE INTERNATIONAL COMPANY: THE CONCEPT'S CONTENT EVOLUTION, APPROACHES AND MODERN INTERPRETATIONS

Abstract

The article presents a comprehensive theoretical analysis of the evolution of business strategy in international companies under the influence of globalization, technological innovation, and the increasing complexity of external environments. The relevance of the topic stems from the growing need for companies to adapt strategic management practices to the rapidly changing global economy, digitalization processes, and the emergence of artificial intelligence as a strategic factor. The research is based on a synthesis of classical and modern theoretical approaches to strategic management. The author applies methods of comparative analysis, systematization, and conceptual modelling to trace the development of strategic thought, with reference to the works of I. Ansoff, M. Porter, and H. Mintzberg. Special attention is paid to the interpretive approach and typological differentiation of strategies across various organizational levels. The study critically examines the dual nature of business strategy interpretations: as a concrete long-term plan and as a qualitatively defined development trajectory. Business strategy is conceptualized as a key integrative element in ensuring sustainable competitive advantage, particularly within diversified multinational corporations. The article outlines the functional roles of business strategies in the context of strategic hierarchy, emphasizing their adaptability and relevance in uncertain market environments. It also identifies artificial intelligence as a transformative factor that will increasingly influence strategic planning, decision-making, and organizational structure. The findings of the study provide a theoretical foundation for improving strategic management frameworks in international companies. The article proposes a rethinking of strategic methodology considering digital transformation and positions AI integration as a priority for achieving competitive resilience. These insights are of practical value to corporate strategists, analysts, and executives seeking to align business models with the evolving demands of the global market.