ВПЛИВ ГЕОПОЛІТИЧНОЇ НЕСТАБІЛЬНОСТІ НА МІЖНАРОДНІ МАРКЕТИНГОВІ СТРАТЕГІЇ ТРАНСНАЦІОНАЛЬНИХ КОРПОРАЦІЙ, THE IMPACT OF GEOPOLITICAL INSTABILITY ON THE INTERNATIONAL MARKETING STRATEGIES OF TRANSNATIONAL CORPORATIONS

<jats:p>The article examines the impact of geopolitical instability on the international marketing strategies of transnational corporations. It argues that geopolitical instability should be considered not only as an external factor of international business, but also as a driver of marketing transformation. Military conflicts, sanctions and counter-sanctions, trade wars, political restrictions, logistics disruptions, energy crises, technological barriers and changes in public attitudes toward brands affect the conditions of corporate activity in foreign markets. The study identifies the main channels through which geopolitical risks influence international marketing strategies, including market selection, brand positioning, product policy, pricing policy, distribution channels, marketing communications, reputation management and digital marketing. Special attention is paid to the fact that consumers increasingly evaluate international brands not only by price and product quality, but also by their ethical position, social responsibility and reaction to international conflicts. The article systematizes the strategic responses of transnational corporations to geopolitical instability, including market exit, reduction of market presence, local adaptation, brand repositioning, market diversification and digital adaptation. Examples of corporations from the food service, beverage, retail, technology, consumer goods and fashion sectors show that geopolitical risks may lead both to radical decisions and to flexible marketing adaptation. The article proposes a conceptual model of adaptation of international marketing strategies under geopolitical instability. The model reflects the relationship between geopolitical instability, marketing risks, strategic adaptation and preservation of competitiveness in international markets. It is concluded that effective international marketing in the context of global uncertainty requires strategic flexibility, reputational responsibility, local sensitivity, digital resilience and rapid response to changes.</jats:p>