Companies’ market penetration and activity patterns in european market

The strategy type at the company level has an impact upon the selection and implementation of the strategy at the business level. The international strategy at the company level is different from the international strategy at the business level through the diversification extension degree (both under the products aspect and under the geographic area aspect). The need to adopt an international strategy at the company level appears when the products or services level increases in the sense of incorporating products that belong to several activity branches and that address to multiple markets. In this case, the company’s strategy is conducted by the managers from its headquarters and not by the area managers or business managers