TITLE:
Adapting the Romanian Product for International Markets
AUTHORS:
Doina Guriţǎ
KEYWORDS:
International Marketing, Product Adaptation, Romanian Products, International Markets, Market Internationalization
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.4,
July
29,
2026
ABSTRACT: The increasing globalization of markets has created both opportunities and challenges for Romanian companies seeking to expand beyond national borders. The successful adaptation of a Romanian product to international markets requires a comprehensive understanding of consumer preferences, cultural differences, regulatory frameworks, and competitive dynamics. This paper examines the key factors influencing the international adaptation process of Romanian products and analyzes the strategies that facilitate successful market entry and long-term competitiveness. Particular attention is given to product standardization versus adaptation, branding, packaging, pricing policies, distribution channels, and promotional activities. The study highlights the importance of market research, innovation, and customer-oriented approaches in responding to the specific requirements of foreign markets. The findings suggest that Romanian products can achieve sustainable competitive advantages internationally when firms effectively balance local authenticity with global market expectations. The paper contributes to the literature on international marketing and provides practical recommendations for managers, policymakers, and entrepreneurs involved in the internationalization of Romanian products.