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Internationalization Models: An Integrated Analysis for Businesses and Brands in a Global Context
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Author(s): José Luís Reis (University of Maia, Portugal), Zaila Oliveira (University of Maia, Portugal), Filipe Sampaio Rodrigues (University of Maia, Portugal), Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal)and Sofia Ricardo (University of Maia, Portugal)
Copyright: 2026
Pages: 22
Source title:
Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch001
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Abstract
This chapter presents an integrated analysis of key internationalization models, linking classical theories with innovation- and digitalization-oriented approaches. It examines models such as Uppsala, the Eclectic Paradigm (OLI), Network Theory, Born Globals, and comprehensive frameworks, aiming to understand how companies and brands expand globally. Drawing on updated literature and case studies (IKEA, Starbucks, Spotify, Skype, Amazon.com), it explores how organizations combine internal and external factors in shaping their strategies. Sectoral perspectives include luxury, ICT, and industry, with attention to emerging markets. The chapter also addresses how digital transformation accelerates and reshapes internationalization processes, highlighting strategic challenges in a globalized world. A systemic view is proposed, emphasizing the coexistence of models and the need for flexibility, learning, and contextual adaptation. The findings provide insights for academics and managers navigating international expansion.
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