Internationalization and International Marketing: Principles and Literature Issues

Abstract

This chapter explores the value of developing an international marketing plan for a coffee roasting company, focusing on the benefits of global expansion. It examines the Uppsala Internationalization Model, which suggests gradual expansion into culturally and geographically similar markets to manage risks and strengthen the company's foundations. The chapter reviews case studies, particularly in the food sector, highlighting the model's gradual nature and the time it allows for market analysis. It emphasizes the importance of defining objectives, market segmentation, brand positioning, and product strategies. The Born Global model, for rapid internationalization, is also discussed. Ultimately, the chapter argues that internationalization reduces risks, drives economic growth, enhances brand identity, and allows access to economies of scale, helping diversify revenues and reduce dependency on a single market.