Abstract:

Nowadays, the panorama of internationalization of companies is constantly changing and this process has become essential for a large number of companies. The internationalization strategy thus responds to the challenges of globalization and presents itself as a solution to the growing problems of companies. This decision is extremely important within the organization and implies that companies have a high set of human and economic resources, capacities, and competencies that allow brands to differentiate themselves in the markets to which they are going to internationalize, intending to obtain competitive advantages.

This research opted for the qualitative interventionist methodology, using the single case study method and documentary review of a firm’s retail on the Netherlands market. It was thus possible to conclude, at the end of this paper, that the characteristics of the market can positively influence the achievement of competitive advantage and identify/define the best internationalization strategies in the digital environment.