Organizational determinants of the internationalization of international FMCG companies: a review of contemporary approaches

The article examines organizational determinants of the internationalization of FMCG companies under conditions of digital transformation of the global economy. The main theoretical approaches to analyzing international business expansion are considered, including the Uppsala internationalization model, institutional theory, and the resource–based view. A systematization of organizational factors determining the effectiveness of FMCG companies’ entry into foreign markets is conducted. Structural, resource–based, process–related, and experiential determinants of internationalization are identified, and their role in shaping firms’ international competitiveness is analyzed. Special attention is paid to the impact of digital platforms, online marketplaces, analytical technologies, and ecosystem based models on companies’ international development processes. It is established that successful internationalization of FMCG companies is driven by a combination of traditional organizational advantages and modern digital competencies. The need for further research into the impact of platform ecosystems and digital transformation on the effectiveness of international activities in the consumer sector is substantiated.

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