Mamalyha O. Economic Diplomacy Influence to the Activities of International Business Players.

The thesis specifies the main definitions of the concept of economic diplomacy in the activities of international business agents on the methodological and theoretical background, explores the evolution of economic diplomacy in the system of international economic relations, analyzes the complex system of portfolio management strategy of marketing communications, programs (projects) of enterprises in the implementation of economic diplomacy, and examines the main global implementation models of economic diplomacy. The modern trends of economic diplomacy in the context of globalization have been reviewed, the application of economic diplomacy in the practice of Ukrainian enterprises has been studied, and the mechanism of economic diplomacy in international entrepreneurship has been analyzed. The model of optimal choice of strategy of innovative management of foreign economic activities of Ukrainian enterprises has been developed, the directions for economic diplomacy improvement by Ukrainian enterprises have been proposed, an effective model of economic diplomacy for domestic enterprises, engaged in foreign trade, has been elaborated. The modern trends of economic diplomacy are characterized by the following: intensification of regular multilateral relations between the countries because of integration processes in trade and business; economic reforms, focused on creation of the market economy, thus reducing the zone of non-market economy; intensification of the struggle among the certain links of global economic system; increased number of industrialized countries, resulting in a growing share of foreign trade and investment in the country's trade balance; expanding regional trade agreements in order to eliminate barriers to international trade and investment; enhanced participation of the state in promotion and protection of national interests on the world market. The research of application of economic diplomacy in the international activities of the Ukrainian companies showed that most companies use the trademark franchise. Companies mainly believe that economic diplomacy is a set of tools to protect the interests of international economic activity. Among the forms of economic diplomacy, most companies use conferences, meetings, exhibitions and fairs, PR-companies, official and other visits and talks at management level. The domestic enterprises employ such functional manifestations of economic diplomacy as the negotiations and a representative office in international markets (conferences, exhibitions and fairs). The influence of economic diplomacy on the activities of international business agents involves the implementation of measures such as ensuring macroeconomic stability and conditions for business development and attracting foreign investment; providing credit insurance and foreign trade activities of domestic enterprises (government guarantees); coordination of measures taken in the field of foreign economic activity of enterprises with foreign trade goals of Ukraine; broad involvement of the business community to stimulate foreign trade and exports of Ukrainian enterprises; creation of information system of economic diplomacy; operational organization of public authorities to promote Ukrainian products on foreign markets.