Sustainable Development Strategy of Enterprises in International Markets: Opportunities and Challenges

Abstract

A sustainable development strategy for businesses in international markets is crucial for achieving success in the globalized world. Scholars and practitioners emphasize that companies must pay attention to the economic, social, and environmental aspects of sustainable development. This implies the importance of developing strategies that help ensure economic profitability, maintain relationships with stakeholders, and reduce negative impacts on the environment. The experts' attention is focused on the performance of Ukrainian companies in international markets in the period from 2022 to 2024, during the full-scale aggression against Ukraine. Due to the significant obstacles and barriers that currently exist, these companies need support for sustainable development in international markets. In our research, we have developed new strategies to ensure the sustainable development of Ukrainian enterprises. These approaches cover various areas of activity, including the following aspects: establishing crisis communication with customers and stakeholders, who are provided with important information about the market situation and the company's actions; expanding international marketing by searching for new markets for products and services to reduce dependence on specific markets and risks; increasing sales through intensified marketing activities, market analysis and search for new opportunities for sales growth; building a positive image of the company through information and communication activities; ensuring competitiveness in the international market by improving goods and services. The study segmented the markets of grain importers and identified Segment A, which does not require financial investments in its development. This segment consists of the markets of Spain, China, and Romania, where grain importers in 2023 were characterized by significant purchases and successful market operations. Segment B includes the markets of Egypt, Turkey, Italy, the Netherlands, Poland, Hungary, Portugal, Bangladesh, Israel, Germany, Lebanon, Tunisia, and Indonesia, where investments are needed to develop the promotion of goods and services, in particular, to improve marketing strategies, build partnerships with local companies and organizations, and implement innovative production technologies. Segment C included a set of markets that were assessed by several indicators, and eight international markets were identified as potential import partners: Japan, Korea, Vietnam, Algeria, Morocco, Malaysia, the United Kingdom, and Thailand. In assessing the attractiveness of new international markets, it was found that the markets of Korea, Malaysia, and the United Kingdom are the most suitable for Ukrainian enterprises. In this regard, we have developed recommendations on the strategy of marketing international business diversification of Ukrainian companies in these markets. If these recommendations are followed and a strategic approach to international diversification is applied, Ukrainian companies can successfully expand their business presence in South Korea, Malaysia, and the United Kingdom.