Bekh K. Glocal Dimensions of TNCs’ Marketing Development

The thesis is concerned with a scientific substantiation of conceptual principles of the formation and development of the glocal marketing paradigm in the activities of TNCs focusing on the effective tools of its implementation. The modern determinants of the TNCs’ glocal marketing development are substantiated within the framework of the glocal paradigm of the world economic processes’ development on the basis of the author’s approach including identification of dimensions of the marketing environment, brand communication modelling and determination of consumer behaviour models. Four main approaches to the definition of the glocalization concept are singled out. The author defines glocalization as a process of interaction and mutual influence of global trends and local features of different countries, globalization and localization. The concept of glocal marketing is defined as marketing combining the advantages of global and local approaches to marketing, taking into account trends and changes in the marketing environment generated by the dialectics of unity and struggle of the global and the local. Basing on the results of cluster analysis and economic and mathematical modelling, the author’s methodology for calculating the Index of Brand Globalization for TNCs is developed, substantiated and empirically tested. The calculations of the Index of Brand Globalization allow identifying countries that are the most conducive for the promotion of the designated brands of corporations and using this information depending on the original purpose of conducting the research. It allows TNCs to take advantages of benchmarking not only on the basis of data, available only within a particular corporation, but also on the basis of open data about its competitors. The models of purchasing behaviour of different sections of the population of Ukraine are divided into types according to the results of empirical research and consumer segmentation. Singling out directions of optimization of foreign TNCs’ marketing in the Ukrainian market, as well as adaptation of marketing activities of Ukrainian companies to international markets is made. Recommendations to corporations regarding the use of glocal marketing tools in the Ukrainian consumer market are provided.