Internationalization of firms: The impact of “Made in Albania” on strategic decisions

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Abstract

This study focuses on the specific case of Albanian firms operating in the fashion industry and examines the significance of the “Made in Albania” label in their internationalization endeavors. It seeks to analyze the challenges and opportunities these firms encounter throughout the internationalization process, shedding light on the dynamics of the global fashion market. Multiple case studies are used in this investigation, focusing on Albanian firms that brand their products with the “Made in Albania” label. By employing a qualitative research approach, this study aims to provide an understanding of the factors influencing the internationalization efforts of these firms. Through in-depth interviews, document analysis, and on-site observations, the research explores the strategic decisions made by these companies in leveraging their national identity for global success. The findings of this research contribute to both academic discourse and practical insights for businesses seeking to investigate the complexities of internationalization. By analyzing the multifaceted nature of the “Made in Albania” label’s impact, this study offers valuable recommendations for policymakers, industry stakeholders, and business leaders aiming to enhance the global competitiveness of Albanian firms in the fashion sector. The integration of these elements not only adds value but also reinforces the cultural authenticity of Albanian fashion.

Keywords: Internationalization, “Made in Albania” Label, Fashion Industry, Challenges, Opportunities, Branding

Authors’ individual contribution: Conceptualization — D.L. and S.G.; Methodology — D.L. and S.G.; Software — D.L. and S.G.; Validation — D.L. and S.G.; Investigation — D.L. and S.G.; Resources — D.L. and S.G.; Writing — Original Draft — D.L. and S.G.; Writing — Review & Editing — D.L. and S.G.; Visualization — D.L.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: F14, L67, M16

Received: 20.12.2023
Accepted: 03.05.2024
Published online: 08.05.2024

How to cite this paper: Liça, D., & Gashi, S. (2024). Internationalization of firms: The impact of “Made in Albania” on strategic decisions. Corporate & Business Strategy Review, 5(2), 175–185. https://doi.org/10.22495/cbsrv5i2art15