MANAGERIAL DILEMMAS OF MARKETING STRATEGY FORMATION IN ENTERPRISES WITH FOREIGN INVESTMENT UNDER CONDITIONS OF INSTABILITY

Enterprises with foreign investment operate within a structurally dual environment shaped by the interaction between global corporate frameworks and local market and institutional conditions. In this context, marketing activities extend beyond market-oriented functions and become embedded in broader managerial processes that mediate control, coordination, and legitimacy within international corporate networks.The purpose of this study is to develop an integrated analytical framework for interpreting the marketing activity of enterprises with foreign investment as a process of managing key managerial dilemmas arising from structural tensions between global and local dimensions of business operations.The article identifies and conceptually substantiates four interrelated managerial dilemmas that shape marketing strategies in enterprises with foreign investment: (1) dual subordination of local management to headquarters’ standards, (2) transfer of global brands and products versus localization requirements, (3) compliance and reputational risks under sustainability and due diligence regimes, and (4) access to corporate technologies and data. The analysis demonstrates that marketing decisions within foreign-invested enterprises are not technically neutral but are embedded in a configuration of organizational compromises that affect autonomy, legitimacy, and access to corporate resources.The proposed framework shifts the analytical focus from the search for universally effective marketing strategies toward understanding the conditions and mechanisms through which enterprises with foreign investment manage persistent structural tensions. Marketing is conceptualized as an interface through which strategic decisions are legitimized, organizational alignment is negotiated, and access to parent-firm advantages is governed. This approach contributes to international business and marketing literature by offering a coherent perspective on marketing strategy as a managerial coordination process within multinational corporate networks and provides a foundation for future empirical research across industries and institutional contexts.