ANALYSIS OF THE CURRENT STATE OF COMMERCIAL ACTIVITIES OF MULTINATIONAL ENTERPRISES

Abstract

The purpose of the article is to analyze the features of trade activity by leading global companies, determine their impact on the global economy, and identify current trends in international business. Particular attention is paid to market expansion strategies, innovation activity, and the role of multinational companies in shaping global supply chains. Methodology of research. The achievement of the purpose set in the article is based on the analysis of scientific literature, statistical data from international organizations (UNCTAD, World Bank), and rating agencies (Fortune Global 500, Forbes Global 2000). The methods used to achieve the research purposes include: system analysis, comparative analysis, generalization, and systematization of information. Findings. The leading role of multinational enterprises under globalization conditions as the main drivers of international trade and investment, as well as the spread of advanced technologies and management practices, is defined. The market expansion strategies of multinational enterprises, such as product adaptation to local markets and the development of specific marketing programs, are analyzed. The innovation activities of multinational enterprises, which make significant investments in research and development, thereby promoting the development of new technologies and products, are explored. The study also considers the impact of multinational enterprises on the global economy, particularly their influence on shaping global economic trends, consumer preferences, and business models. Practical value. The obtained results can be utilized by: enterprises, to develop effective strategies for conducting business in international markets, optimize production processes, and enhance competitiveness; government bodies, to design and implement policies aimed at supporting national companies in the globalization process and attracting foreign investments; scholars, for further research on the issues of globalization, international business, and innovation. The research findings may also be useful for understanding current trends in the global economy and developing effective development strategies for various business entities.