THE STRATEGIC ROLE OF EXECUTIVE MANAGEMENT IN THE INTERNATIONALIZATION PROCESS

The business environment today is undergoing dynamic changes due to globalization, market liberalization, and other modern trends. Additional pressures in recent times are caused by the COVID-19 pandemic and the Russo-Ukrainian conflict. These trends bring numerous challenges but also opportunities for businesses. Most companies choose internationalization as a key strategy for achieving success and improving competitive positions. The success of this process depends on many factors, and a deep understanding of the target market is fundamental. The subject of this paper and its objectives are to determine the strategic role of top management in the internationalization process and to thoroughly examine the factors that influenced decisions to expand into international markets. Special emphasis will be placed on analyzing internal and external factors affecting internationalization. The paper will also explore how digitalization and technological advancements aid companies in this process. It will discuss the role of cultural differences and how they can impact international business operations. Strategies used by companies to adapt to different markets will be analyzed. Furthermore, the paper will address the role of innovation in the internationalization process. In conclusion, recommendations will be offered for companies planning to expand into international markets. The paper will also consider how geopolitical factors can influence internationalization decisions. The role of financial resources and their management in the internationalization process will be explored.