THEORETICAL FOUNDATIONS OF COMMUNICATION MANAGEMENT OF INTERNATIONAL ENTERPRISES

Abstract

Current trends in the development of the theoretical foundations of communication management of international enterprises indicate significant changes and transformations in this area. On the one hand, established principles, such as focus, systematicity, and science, remain important for the development of effective communication strategies. On the other hand, new factors, such as digital transformation, intercultural dynamics and ethical considerations, require constant adaptation and innovation. Globalisation has created a complex landscape of international markets, each with its own cultural characteristics and communication preferences. Multilingualism, cultural sensitivity and cross-border collaboration are no longer optional skills, but critical tools for navigating this complex landscape.

The article proves that communication management of international enterprises is not a static but a dynamic process of development of principles, new technologies and ethical considerations that are constantly changing. By mastering this complex process, international enterprises can unleash the full potential of communication, connect with stakeholders across borders and cultures, and secure their place in a globally interconnected future.

It is noted that the communication activity of an international enterprise is determined by a number of key elements that are important for successful interaction in the global business environment. In particular, intercultural communication, internal and external communication, use of modern technologies and strategic communication management form the basis for developing favourable relations with all stakeholders and contribute to the successful functioning of an enterprise, formation of a positive image of the company, and attraction of new customers and partners at the international level. Such a systematic approach to managing communications activities, including planning, execution and control, contributes to the creation of a holistic communications strategy.