BARRIERS TO DIGITALIZATION AND SUSTAINABILITY IN GLOBAL MARKETING STRATEGIES

Annotatsiya

The rapid development of digital technologies and sustainable business practices has significantly transformed global marketing strategies. Modern companies are increasingly integrating digital tools, artificial intelligence, data analytics, and sustainability principles into their operational and marketing activities. However, despite the advantages of digital transformation and sustainable development, many organizations face serious barriers during implementation. The purpose of this study is to analyze the major barriers to digitalization and sustainability in global marketing strategies and evaluate their impact on business competitiveness. The research applies comparative analysis, qualitative analysis, and case-study methods based on international companies’ experiences. The findings demonstrate that the most common barriers include high implementation costs, lack of qualified specialists, cybersecurity risks, resistance to organizational change, and differences in international regulations. Furthermore, sustainability initiatives often require significant financial investments and long-term strategic planning, which can become difficult for companies operating in developing markets. The article concludes that successful integration of digitalization and sustainability into marketing strategies requires flexible management systems, technological readiness, and continuous innovation.