Challenges for the Internationalization of Transnational Companies. Case: IKEA

Abstract

This research essay establishes the challenges for the internationalization of transnational companies in new market niches, as well as the analysis of foreign direct investment present in Latin America and its incidence on trans-national companies that, as a result of this, have promoted their economies, also the factor of managerial competences has influenced the dynamics of its corporate activities and its brand, for this the reality at a regional level is approached and as an empirical reference the IKEA company was chosen which despite having a great reception In the European region it has not been possible to break through to the American and Asian continents with the same success, that is why this problem was analyzed from the point of view of marketing strategies.