Developing a Strategy for International Expansion for Small and Medium-sized Businesses

This final qualifying work is dedicated to developing an international expansion strategy for small and medium-sized businesses (SMBs) in the context of globalization and digitalization of the economy. The object of the study is the process of SMBs entering international markets, while the subject focuses on strategic tools and methods that ensure the effectiveness of this activity. The aim of the work is to formulate an adaptive international expansion strategy based on the analysis of theoretical models (the Uppsala model, Born Global), evaluation of success metrics, and adaptation of business models to target market conditions. The research addressed the following tasks: - Analysis of the theoretical foundations of international expansion, including the company life cycle model by I. Adizes, market entry forms, and risk management. - Examination of case studies of the companies Plata (a Mexican fintech startup) and CEREBRO (a Russian IT recruiting agency). - Development of a strategy for CEREBRO with a focus on the UAE market, incorporating SWOT analysis, financial performance evaluation, and risk mitigation. The methodological framework combines qualitative and quantitative analysis, PESTLE, SWOT, ROI assessment, and other financial metrics. The practical part of the study demonstrates that the key success factors include: - Leveraging technological platforms (exemplified by Jobbot Cerebro) to automate processes. - Gradual international expansion under the Uppsala model, accounting for cultural, regulatory, and economic specifics of target markets. - Partnerships with local players and product adaptation to regional requirements. The research findings hold practical value for SMB managers, marketing and HR departments, and investors. For CEREBRO, a market entry strategy for the UAE is proposed, involving the establishment of a subsidiary in a free economic zone, optimization of operational costs, and an emphasis on recruitment automation. The study contributes to strategic management by offering algorithms to reduce risks and enhance the efficiency of SMBs’ international expansion amid digital transformation and global competition. Keywords: international expansion, small and medium-sized businesses (SMBs), market entry strategy, SWOT analysis, company life cycle, risk management, UAE, IT recruiting.