Cultural Adaptation as a Strategic Factor in Ensuring the Stable Presence of Enterprises in International Markets

The aim of the research is to determine the features of cultural adaptation (cultural values, social norms, language features, corporate culture, level of digitalization) on the stable presence of enterprises in the global environment. The research employed the following methods: case study for determining cultural factors of influence on the adaptation of enterprises in the international environment. The general theoretical comparison was used to determine the internal and external barriers to the adaptation of enterprises. The ranking indicator was applied to determine the influence of cultural factors. Pearson correlation coefficient was calculated for comparing the adaptation of enterprises in Ukraine and the world. A comparison of cultural factors of influence on the company success showed that the most significant indicator is the consideration of cultural values (Ii= 0.45). Interpipe Group Ltd (4.20 points) and MHP SE (4.30 points) are the most competitive among Ukrainian companies in international markets. The advantages of these companies are associated with compliance with social responsibility, environmental friendliness, and ethical norms. The peculiarities of consumer values (Ii= 0.44) were identified as the main barriers to adaptation, as the perception of products in one country cannot guarantee its perception in another. The analysis revealed that The Coca-Cola Company showed the highest level of success, which was able to locally take into account cultural characteristics in each country. The practical value of the study is the possibility of taking cultural factors into account when introducing a company to the international market.