Global strategy
A global internationalization strategy means that the company treats the target market in the same way as the local market. Expansion carried out in this way ignores cultural, social and societal differences and assumes that they are similar or identical in each market. A company that chooses this market entry strategy pursues the same sales and marketing activities as in the domestic market. This strategy is often chosen when a company develops exports of culturally indifferent products.
Ethnocentric strategy
An ethnocentric growth strategy for the internationalization of a company involves direct investment in markets that are culturally similar to the national one . In this way, the company avoids the risk of not adapting the product to a specific market. This type of entry strategy is the one that companies usually use when they begin an expansion in foreign markets .