Over the last few decades, there has been a process of global market integration with a progressive trend of companies towards internationalization and the convergence of consumer preferences.
Over the last few decades, there has been a process of global market integration with a progressive trend of companies towards internationalization and the convergence of consumer preferences. In this context, companies decide to extend their activity beyond their original markets not only because of expectations of growth and expansion, but also because of a need to survive. The recent economic crisis in Spain has highlighted the importance of the internationalization of companies as a survival alternative.
One of the main challenges facing companies in their internationalization process is interacting in other markets with linguistic, cultural, socioeconomic differences, and consumption patterns. The correct design of marketing strategies in the internationalization of the company is essential to compete efficiently in new markets.
The objective of this research project is to analyze the different factors that affect the optimal level of adaptation of the commercial strategy in the entry of new geographic markets. The project places special emphasis on the company’s product portfolio, proposing the study of the main mechanisms through which the level of diversification of a company determines the optimal commercial strategy in the entry of new markets.