Formation of the international product strategy of the enterprise based on AI analytics and digital technologies

Анотація

The article examines modern innovative approaches to the formation of the international product strategy of the enterprise in the conditions of the digital transformation of the world economy. It is substantiated that the strengthening of global competition, the development of digital technologies, the platform economy, artificial intelligence and the change in the behavior of international consumers form new requirements for the strategic management of the product on international markets. It was determined that traditional approaches to the formation of an international product strategy are gradually losing their effectiveness due to insufficient adaptability to dynamic changes in the external environment, which necessitates the transition to integrated adaptive and digital models of strategic management. The scientific approaches of Ukrainian and foreign researchers to the problems of digitalization of marketing activities, innovative development of enterprises, use of AI technologies, Big Data, ESG principles and platform business models in international marketing are analyzed. It has been proven that a modern international product strategy should combine tools for digital market monitoring, predictive analytics, local product adaptation, platform integration and customer-oriented management. In the process of research, the main innovative approaches to the formation of the international product strategy of the enterprise are systematized, among which Data-driven strategy, AI-driven strategy, Agile-product strategy, ESG-oriented strategy and Platform-based strategy are highlighted. It has been established that their complex use ensures an increase in the speed of adaptation of products to international demand, an improvement in the accuracy of segmentation of international consumers, a reduction in costs for testing new markets and an increase in the efficiency of international product promotion. The author's adaptive-digital approach to the formation of the international product strategy of the enterprise is proposed, which is based on the integration of AI analytics, ESG orientation, digital monitoring of international markets, platform economy and predictive modeling system. An integral indicator of adaptive and digital readiness of the enterprise's international product strategy has been developed, which allows to quantitatively assess the level of strategic readiness of the enterprise for international product expansion. Practical testing of the model showed that increasing the level of adaptive and digital readiness contributes to reducing the time of products entering the international market, increasing the accuracy of marketing solutions and increasing the international competitiveness of the enterprise.

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