INNOVATIVE STRATEGIC MARKETING TOOLS IN MANAGING THE INTERNATIONAL COMPETITIVENESS OF ENTERPRISES

Abstract

This study aims to provide a theoretical framework, systematize existing approaches, and develop practical recommendations for the implementation of innovative strategic marketing tools within the system of international competitiveness management of enterprises. The results of the study demonstrate that the focus of international competitiveness is shifting from traditional price-based competition and clear product differentiation toward analytical agility, diversity of product portfolios, and the depth of digitalization. It has been established that the key determinant of market success is the effectiveness of predictive-adaptive management, which can be explained by its ability to anticipate market changes and respond to them proactively. The findings indicate that the quality of predictive-adaptive management of enterprises’ international competitiveness is determined by the synergy of three key dimensions: (i) anticipating consumer needs through weak-signal analysis, social listening, and machine learning (ML), enabling enterprises to identify untapped market niches and capture an “innovation premium”; (ii) adapting pricing and product strategies through dynamic pricing engines, A/B testing, and digital twins, thereby reducing product-launch risks and optimizing profit margins; and (iii) anticipating and counteracting competitors’ actions through competitive intelligence platforms and patent-activity analysis, transforming market intelligence into a proactive mechanism for safeguarding market share. Evidence suggests that the implementation of this synergistic approach requires the author’s model of integrated predictive-adaptive management of enterprises’ international competitiveness. The model is based on а closed-loop cycle encompassing signal identification, hypothesis testing, operational development and business protection, and analytical evaluation with subsequent data recalibration. The research shows that the implementation of the proposed model will ensure the continuous self-activation of the system and reduce the fragmentation of marketing activities. Prospects for further research in this area involve developing criteria for assessing the economic efficiency of implementing an integrated predictive-adaptive management model for the competitiveness of enterprises in specific sectors of the national economy in international markets.