After having illustrated the drivers and impact of globalization on industries and business strategies, the reasons that have prevented a full connection of national economies and a homogeneity of preferences and habits of local consumers are highlighted. These reasons are attributable to administrative, cultural, geographical and economic differences between countries which make entry into foreign markets difficult and expensive. The selection of foreign markets must therefore take into account not only elements of attractiveness such as market growth, but also internal and external factors that reduce attractiveness. An entry strategy based on an alliance with a local partner can make it possible to overcome these barriers and facilitate the understanding of the host context and the design of appropriate adaptation strategies
