Abstract:

The author of this article discusses different strategies for entering foreign markets and carries a critical analysis of the degree of competitiveness. The article also addresses the strategy of localization and discusses the various meanings of the concept of glocalization, within a multicultural approach. This article outlines the advantages and disadvantages of three basic types of strategies: a. Think and act locally b. Think and act globally, and c. Think globally and act locally (glocalization). In the end of the article, the author presents a unique perspective, supported by some researchers in France, on the strategy of glocalization that combines high global integration with high local integration - the vision is much closer to the specificities of the management of small and mediumsized enterprises (SMEs).