TRANSFORMATION OF MARKETING, FINANCE AND MANAGEMENT THROUGH INNOVATION AND DIGITALIZATION IN THE SYSTEM OF SUSTAINABLE DEVELOPMENT OF INTERNATIONAL ECONOMIC RELATIONS AND TRADE

Abstract

The article examines the transformation of marketing, finance and management through innovation and digitalization in the system of sustainable development of international economic relations and trade. The relevance of digital and innovative transformation of the economy in the context of globalization changes, increased international competition, investment instability and structural restructuring of world markets is substantiated. It is determined that the digitalization of international economic relations forms new mechanisms for the development of trade activities, financial management, e-commerce and information and communication interaction between business entities. The methodological basis of the study was the systemic, structural-dynamic, comparative and analytical approaches. The research used official statistical data from the State Statistics Service of Ukraine, the Ministry of Finance of Ukraine, the National Bank of Ukraine, international economic organizations and global rankings of competitiveness and innovative development. An integrated indicator of digital and innovative transformation of international economic relations and trade is proposed, which combines marketing, financial, trade, investment and digital parameters of economic development. The practical significance of the results obtained lies in the possibility of using the proposed analytical approach to assess the effectiveness of the digital transformation of the economy, improve the mechanisms of international economic integration and form development strategies for domestic trade enterprises in the digital economy.