Geopolitical Risk and Global Marketing Adaptation: Strategic Responses to the Strait of Hormuz Disruption

Abstract

The increasing frequency of geopolitical tensions has created significant challenges for multinational corporations operating in global markets. One of the most critical geopolitical concerns is the potential disruption of the Strait of Hormuz, a strategic maritime route that plays a vital role in international trade and energy transportation. This study examines the impact of Strait of Hormuz disruptions on global supply chains and marketing strategies, with a particular focus on the adaptation mechanisms adopted by multinational corporations. Using a qualitative approach based on literature review and case study analysis, the study synthesizes recent findings from academic publications and international reports related to geopolitical risk, supply chain resilience, and global marketing adaptation. The findings indicate that disruptions in the Strait of Hormuz can increase transportation costs, create supply uncertainty, and generate logistics challenges that affect business operations and market performance. These disruptions also influence marketing activities, particularly in pricing, product management, distribution, and customer communication. In response, multinational corporations increasingly implement resilience-oriented strategies, including supplier diversification, regional sourcing, alternative logistics networks, and digital supply chain management. The study further highlights the importance of integrating supply chain resilience and marketing adaptation to maintain competitiveness in uncertain business environments. The proposed framework suggests that effective adaptation strategies enable firms to mitigate geopolitical risks, strengthen business resilience, and sustain long-term competitive advantage. This study contributes to the literature on international business and global marketing by providing an integrated perspective on the relationship between geopolitical risk and organizational adaptation.