THE IMPACT OF GLOBAL DIGITAL TRENDS ON THE INTERNATIONAL MARKETING STRATEGIES OF HIGH-TECH COMPANIES
Abstract
The article is devoted to analyzing the impact of global digital trends on the formation of international marketing strategies of high-tech companies in the context of competition between the United States, China, and other leading countries. The aim of the study is to identify the digital trends influencing the competitiveness of high-tech enterprises and to assess their role in transforming international marketing strategies. The research is based on data from leading sources such as the IMD World Competitiveness Center, World Bank, Statista, and Huawei Technologies, employing comparative analysis of digital markets and technological innovations. It has been established that the United States and China control 88% of the market capitalization of global digital platforms in 2024, shaping a bipolar digital architecture that compels companies to adapt their marketing strategies to two dominant ecosystems. China has achieved the status of the world's largest domestic digital market due to the deployment of 5G and IoT, while the United States retains leadership in venture capital investment and the number of “unicorn” startups. The digital divide between developed economies and other regions complicates global integration, while intensifying telecommunications competition forces companies to revise their positioning strategies. The asymmetry in cloud infrastructure control defines the fundamental advantages of the U.S. in personalized marketing and analytics. The findings of the study may be used by high-tech companies to adapt their marketing strategies to the conditions of a bipolar digital landscape and to enhance their competitiveness in international markets. The results also offer recommendations for countries aiming to integrate into the global digital economy, particularly regarding infrastructure development and regulatory frameworks. This research is the first to systematically explore the influence of digital sovereignty and bipolar digital architecture on marketing strategies, highlighting their connection to global technological trends. It also synthesizes current challenges related to the digital divide and competition in the 5G/6G sectors, offering new perspectives for analyzing international marketing.
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