Geopolitical Risks and Global Marketing Strategy

Abstract

Geopolitical risks have become a defining feature of the contemporary global business environment, significantly influencing how multinational firms design and execute global marketing strategies. Trade wars, economic sanctions, political instability, armed conflicts, regulatory fragmentation, and shifting alliances create uncertainties that directly affect market access, brand positioning, supply chains, and customer trust. This research article examines the nature of geopolitical risks and their strategic implications for global marketing. Drawing on international business theory, institutional perspectives, and risk management literature, the paper develops a comprehensive framework linking geopolitical risk dimensions to strategic marketing responses. The study synthesizes prior research, identifies key strategic adaptations, and offers actionable insights for managers operating in volatile geopolitical environments. The paper contributes to global marketing literature by integrating geopolitical risk analysis into strategic marketing decision-making and by highlighting adaptive, resilience-oriented marketing strategies.