The monograph presents the activities on which enterprises focus in order to strengthen competitiveness. They fall within the scope of marketing and management in international business. All entities are evolving as they search for ways to adapt to new challenges. Transnational corporations are a perfect example, showing trends and methods of exploring opportunities, and turning threats into challenges and advantages. By changing the concepts of marketing and management, enterprises attempt to meet the technological challenges, the requirements of sustainable development, and the expectations of new generations of buyers. For this reason, these issues cannot be omitted in a modern strategic analysis. The purpose of the work is to show the potential of classical methods and actions within the scope of marketing and management in creating a new image of international business in the era of 21st-century challenges. The exemplification presented refers to transnational corporations, the most powerful enterprises, and their approaches to building competitiveness. The work constitutes an attempt to prove that new research concepts need not be created, but that the extended interpretation of the assumptions of classical patterns enables a comprehensive study even of a subject with complex structures.The role of non-material attributes of competitive advantage in improving the effectiveness of international business implementation should be emphasised as it opens up possibilities for marketing. The adjustment process can be vastly improved by a suitable management strategy. A proper orientation of the entity activities requires qualitative research of all aspects of the environment. The monograph culminates in an original 8-stage research project, presenting how the extended interpretations can utilise classical concepts of strategic analyses for this purpose.