Alena V. Fofanova

the relevance of this study is determined by the growing influence of the cultural factor on the international strategy of transnational corporations amid the digitalization of communication channels and intensifying competition in foreign consumer markets. The object of the study is the international strategy of transnational corporations in the skincare cosmetics industry. The subject of the study is the mechanisms through which cultural differences shape the choice of foreign market entry modes, brand positioning, and product and communication policies under conditions of heterogeneous glob...