How do Companies Adapt to Cultural Factors to Gain Legitimacy in International Markets ?

Alicia Blanco-gonzález, Pablo Menchen-atienza, Cristina Del-castillo-feito and Lourdes Rivero-gutiérrez
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Alicia Blanco-gonzález: Rey Juan Carlos University
Pablo Menchen-atienza: Rey Juan Carlos University
Cristina Del-castillo-feito: Rey Juan Carlos University
Lourdes Rivero-gutiérrez: Rey Juan Carlos University

Journal of Economy Culture and Society, 2025, vol. 70y, issue 71, 104-120

Abstract: The internationalization process entails challenges, and companies need to identify the best manner to reach social support and legitimacy in the host countries. Among the main challenges, cultural differences between the home and foreign country should be highlighted. Since legitimacy is achieved through consistent corporate behavior aligned with social norms and values, enterprises must identify and adapt to these cultural differences to succeed in the expansion process. Therefore, the main objective of this research is to identify the most critical barriers in the internationalization process as well as to provide solutions and guidelines for future enterprises that want to follow an international approach.

Keywords: Legitimacy; Institutional Context; Cultural Values; Internationalization (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ist:iujecs:v:70y:2025:i:0:p:104-120

DOI: 10.26650/JECS2024-1549375

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