Identifying appropriate International Business Strategy

Learning Goals

To identify the appropriate strategy for the target market (Bulgarian market, Retail Sector)

One of the main international challenges of all businesses is whether they should sell their standardized products across all the countries, or they should adapt their products to the needs, preferences, and demands of the specific countries in which they operate. The purpose of this section is to find what strategy suits the company in the target market, that is, whether they should lean towards standardized products in the target country, or they should localize it.

Conduct Research

In this chapter, an overall framework is provided on the type of international strategies (i.e., global standardization strategy, transnational strategy, multi-domestic strategy, and international strategy), discussing which of these strategies work best for what circumstances. On this ground, the students should show which of the international strategies are best suited for their business in the target country they have selected.