How do companies adapt to cultural factors to gain legitimacy in international markets?

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,