Specifics of Entry Strategy Choice of International FMCG Companies: the Case of Unilever on Different Markets

In the modern world, there is a question regarding what is the right approach to enter the particular market for business which bothers both theorists and practitioners. Needless to say, this sphere is very complex and various research was performed, the studies majorly focus on the performance after the entrance was made or investigate the significance of a given factor on the internationalization decision. In our opinion, those studies are not systemized, and few trials were made to piece the implications of such studies together. This paper will try to do so by compiling the framework of factors that are believed to have effect on internationalization decisions based on Transaction Cost approach and benchmarking it against cross-case studies in order to understand if such theoretical instruments are applicable in reality and are able to determine the best case strategy that should be used, while this will also help to understand if the management of the companies adheres to the theoretical concepts.