INTERNATIONAL MARKET ANALYSIS AND COMPETITIVENESS FACTORS IN THE IMPLEMENTATION OF GLOBAL BUSINESS STRATEGIES
Keywords:
International Market Analysis; Global Competitiveness; Global Business Strategy; Competitive Advantage; Digital Transformation; Dynamic Capabilities; Institutional Environment; Strategic ManagementAbstract
The intensifying integration of the global economy has fundamentally transformed the nature of business competition, compelling firms to adopt more sophisticated and analytically grounded global strategies. In this highly volatile and technologically driven environment, international market analysis has emerged as a strategic imperative rather than a preliminary managerial activity. This review paper critically synthesises leading theoretical and empirical scholarship on international market analysis and the core competitiveness factors that shape the successful implementation of global business strategies. The study systematically examines how institutional quality, cultural alignment, innovation capability, cost efficiency, digital transformation and dynamic capabilities interact to determine firms’ ability to achieve and sustain competitive advantage in international markets. By consolidating diverse research streams from international business and strategic management, the paper exposes significant gaps in existing literature, particularly the absence of integrative and dynamic models that explain how these factors collectively influence global strategy under conditions of rapid technological disruption and market uncertainty. To address this deficiency, the study advances a comprehensive conceptual framework that unifies market intelligence, organisational capabilities and competitive resources into a coherent model of global strategy execution. The insights generated by this review not only extend theoretical understanding of contemporary global competition but also provide actionable guidance for managers and policymakers seeking to strengthen long-term international performance and strategic resilience.
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