THE IMPACT OF UKRAINIAN PRODUCTS ON THE INTERNATIONAL MARKET: HOW LOCAL PRODUCTS CAN GO GLOBAL

Introduction. The article examines the impact of Ukrainian products on the international market and analyzes the ways of transforming local products into global brands. Based on the analysis of statistical data and cases of successful Ukrainian companies, the key factors contributing to the successful internationalization of business are identified. Purpose. The purpose of the study is to analyze the impact of Ukrainian products on the international market and develop strategic recommendations for transforming local Ukrainian goods into global brands. The study is aimed at identifying key factors of success of Ukrainian enterprises in international markets and determining promising areas for the development of the country's export potential. Materials and methods. The study is based on the analysis of statistics on Ukraine's foreign economic activity for 2019-2023, including data from the State Statistics Service of Ukraine, the Ministry of Economy and the National Bank of Ukraine. The method of comparative analysis is used to compare the export performance of various sectors of the Ukrainian economy and the results of Ukrainian companies' entry into international markets. A systematic approach is used to comprehensively consider the process of integration of Ukrainian products into global markets. A case-study of successful Ukrainian companies that have achieved significant results in international markets was conducted. Econometric modeling methods are used to quantify the factors that influence the success of Ukrainian goods in international markets. Results. The study shows that during 2019-2023, there was a positive trend in Ukrainian exports, despite global challenges. The study reveals a trend toward diversification of export markets, including an increase in the share of the EU, China, and other regions. The key success factors of Ukrainian companies in international markets are: creation of innovative products, adaptation to global trends in sustainable development, development of clear brand strategies, active implementation of digital technologies, strategic partnerships, focus on quality and compliance with international standards, optimization of logistics, development of human capital and flexibility in responding to market changes. Particular attention is paid to the use of cultural heritage as a competitive advantage that allows Ukrainian brands to stand out in the global market. The importance of adapting products to the specific requirements of different regions and focusing on the premium segment to increase competitiveness is emphasized. Discussion. The results of the study indicate the significant potential of Ukrainian products in the world market and demonstrate the ability of local brands to successfully compete on a global level. The author suggests areas for further research, including a quantitative analysis of the impact of certain factors on the success of Ukrainian enterprises in the international market and the development of recommendations for optimizing strategies for entering the global market.