STRATEGIC MARKET ENTRY APPROACHES AND THEIR IMPACT ON SUSTAINABLE GLOBAL BUSINESS PERFORMANCE

Abstract

Globalization has intensified competition and expanded opportunities for firms seeking international expansion. Selecting an appropriate market entry strategy plays a crucial role in determining long-term business success in foreign markets. This study examines various market entry strategies such as exporting, licensing, joint ventures, mergers and acquisitions, and wholly owned subsidiaries, and analyzes their influence on global business performance. The research emphasizes strategic alignment, risk management, and market adaptability as key success factors. A mixedmethod research approach is adopted using secondary data and empirical insights from multinational enterprises. The study highlights how strategic decision-making enhances competitiveness, profitability, and sustainability in international markets. Findings indicate that firms adopting adaptive and knowledge-driven entry strategies achieve superior global performance. The paper provides practical recommendations for managers and policymakers involved in international business expansion.