Estrategias gerenciales de internacionalización y adaptación local deben aplicarse en las empresas multinacionales para incursionar en nuevos mercados

Abstract

This article analyzes the managerial strategies of internationalization and local adaptation that multinational companies must implement to successfully enter new markets. In a global context marked by high competitiveness, cultural diversity, and digital transformation, strategic decisions must be based on a deep understanding of the local environment while maintaining alignment with global corporate objectives. Based on a documentary review of 40 scientific articles retrieved from databases such as Scopus and ScienceDirect, this study identified successful practices, common challenges, and key strategic frameworks used by companies across various sectors. The findings reveal that market entry strategies—such as strategic alliances, wholly owned subsidiaries, and franchising—should be selected based on the desired level of control, institutional risk, and adaptability. The dilemma between standardization and adaptation is also emphasized, where hybrid strategies prove to be more effective in real-world applications. The influence of cultural, regulatory, and geographical factors emerges as a critical element in designing an effective international strategy. Furthermore, the study highlights the essential role of managerial leadership and tactical decentralization as mechanisms to ensure flexible and coherent execution. Finally, emerging trends such as sustainability, digitalization, and resilience are identified as transformative pillars in global strategic planning. It is concluded that an integrated managerial vision—capable of articulating the analysis of the local environment with global strategic planning—significantly increases the likelihood of success in internationalization processes for multinational enterprises