International Marketing Strategies: Theoretical Approaches and Applications

The globalized economy demands that businesses implement international marketing strategies to achieve market competition and expansion. All companies regardless of their size or national origin need to determine their path for international market entry and their approach to foreign market positioning. This paper investigates four key internationalization theories namely the Uppsala Model, the Born Global perspective, transaction cost theory and the resource-based view of the firm. The paper investigates the four main international marketing approaches which include international strategy, global strategy, multinational strategy and transnational strategy. The analysis focuses on international marketing operations in global markets through organizational processes and entrepreneurial choices while examining specific challenges and advantages for Greek businesses and international companies. The paper demonstrates that internationalization represents both a strategic business decision as well as an organizational change which needs resource and functional alignment with corporate vision.