JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT 2782-4586 2949-1851 117233 10.26118/2782-4586.2026.29.14.095 Научные статьи SCIENTIFIC ARTICLES Научные статьи Strategies for companies entering foreign markets (on the example of adaptation and standardization) Стратегии вывода компаний на зарубежные рынки (на примере адаптации и стандартизации) Киреев Андрей Петрович Kireev Andrey Petrovich Московский инновационный университет Москва Россия Moscow Innovative University Moscow Russian Federation 433 437 16 03 2026 https://zhpi.ru/en/nauka/article/117233/view

Интернационализация деятельности компании посредством выхода на зарубежные рынки представляется значимым аспектом деятельности многих предприятий, стремящихся расширить охват своей экономической деятельности. Существуют различные виды стратегий, с помощью которых компания может выйти на зарубежные рынки. В настоящей статье рассматриваются такие стратегии интернационализации деятельности фирмы, как адаптация и стандартизация. По итогам исследования делается вывод о том, что и у адаптации, и у стандартизации есть свои преимущества и ограничения, в связи с чем компаниям необходимо их учитывать при разработке своей стратегии выхода на внешние рынки. Также автор приходит к выводу о том, что в «чистом» виде адаптация и стандартизация практически не присутствуют в деятельности компаний, а потому фирмам следует пользоваться комбинированным подходом при ведении внешнеэкономической деятельности.

Internationalization of a company’s operations through entry into foreign markets is a significant aspect for many businesses seeking to expand their economic reach. Various strategies exist for companies to enter foreign markets. This article examines such internationalization strategies as adaptation and standardization. The study concludes that both adaptation and standardization have their advantages and limitations, which companies should consider when developing their foreign market entry strategies. The author also concludes that adaptation and standardization, in their pure form, are rarely present in companies’ operations, and therefore, companies should use a combined approach when conducting foreign economic activity.

 адаптация стандартизация корпоративная стратегия внешние рынки adaptation standardization corporate strategy foreign markets

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