Internationalisation process and forms of market penetration: a dynamic proposal

Abstract

The reality of international markets has undergone important transformations in the last two decades. The growing level of interrelationship existing among national economies, the prominent role acquired by more dynamic sources of competitive advantage, the obligatory use of more complex mechanisms of competition or the alterations occurring in the forms of organisation of business activities are some of the most outstanding changes. This is a broad and intensive mutation affecting the company and its environment. As a consequence, new criteria, approaches and instruments have to be applied to the analysis of those emerging realities, to gain a greater insight into their meaning.