Olena Voronova
Author
Olena Voronova
Associate Professor, Odesa National Economic University, Ukraine
3 articles in IJPSC · 2025 · 3 co-authors
Publications in IJPSC
2025
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Research Article
A Comparative Analysis of Standardization and Adaptation of International Marketing Mix
Mariia Kolachko, Olena Voronova
Abstract
This article presents a comparative analysis of standardization and adaptation within the international marketing mix, focusing on the ongoing debate surrounding these strategies in global market operations. The topic is particularly relevant due to the growing complexity multinational enterprises face when managing marketing across diverse cultural, economic, and regulatory environments. The study aims to assess the advantages and disadvantages of both approaches and to identify the factors that influence a company’s choice of strategy. To achieve this, the research employs analytical and comparative methods, supported by case studies of multinational corporations that illustrate real-world applications of standardization and adaptation. The analysis reveals that standardization offers cost efficiencies and strengthens global brand consistency. In contrast, adaptation allows firms to respond more effectively to local market demands. As a result, many global companies adopt a hybrid strategy that blends the strengths of both approaches. Furthermore, the study considers various factors influencing strategic decisions, including market conditions, consumer preferences, and regulatory frameworks. The practical significance lies in offering recommendations for multinational enterprises on how to select or integrate these strategies to improve competitiveness,...
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Research Article
Adapting International Management Strategies to Local Cultures: Challenges and Opportunities
Timofii Bilokoz, Olena Voronova
Abstract
The article explores the process of adapting international management strategies to local cultural contexts, with a focus on analyzing two contrasting cultural models – Geert Hofstede’s model and Edward Hall’s model. Hofstede’s model helps to quantitatively assess cultural differences across dimensions such as power distance, individualism, and uncertainty avoidance, while Hall’s model examines the qualitative aspects of communication through high-context and low-context cultures. The study emphasizes the challenges faced when implementing global strategies in different cultural environments and the opportunities for successful adaptation by taking cultural differences into account. Comparative analysis methods were used to identify key factors influencing the success of adaptation. The practical significance of this work lies in providing recommendations for international companies seeking to effectively adapt their management strategies to local cultural conditions, thereby improving their competitiveness in global markets.
Keywords international management; cultural adaptation; Hofstede’s model; Hall’s model; challenges; global strategies
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Research Article
Anastasiia Pyvovarska, Olena Voronova
Abstract
The article examines the optimization of international logistics processes as a key tool for increasing the effectiveness of management strategies of companies in the world market. The topicality of the topic is due to the need for Ukrainian companies to adapt their international management strategies to global challenges and conditions of the competitive environment. The purpose of the work is to identify effective methods of logistics optimization that will help reduce costs and increase the effectiveness of international management in companies. Methods of analysis, analogy, and comparison were used to achieve the goal. The tasks of the research include the analysis of the current state of international logistics, the identification of existing tools for optimizing logistics processes, as well as the assessment of the impact of these measures on the international management of Ukrainian companies. Factors affecting the efficiency of logistics, including transport costs, infrastructural constraints, customs barriers and the level of digitalization, were studied. The impact of logistics optimization on increasing the competitiveness of Ukrainian companies on the world market is analyzed. The practical significance of the work consists...
Keywords Optimization of logistics processes; international management; supply chains; efficiency; transportation costs; automation; competitiveness
Research areas
- Psychology 3
- Strategic Communication 3
- Organizational Change 2
- Crisis Management 2
- Innovation 1
Article keywords international management; cultural adaptation; Hofstede’s model; Hall’s model; challenges; global strategies; Optimization of logistics processes; supply chains; efficiency; transportation costs; automation; competitiveness
Affiliations
| Institution | Country | Years | Articles |
|---|---|---|---|
| Odesa National Economic University | Ukraine | 2025 | 3 |
As stated in the articles at the time of publication; not necessarily the current position.