The role of market dynamics in the strategy of internationalization of textile firms: A qualitative analysis

This study investigates the dynamics of internationalization among Albanian textile enterprises through a qualitative approach that explores how internal capabilities, brand identity, and external market conditions jointly shape export performance. Drawing on data collected from leading export-oriented firms, the research identifies the main strategic drivers and challenges influencing their engagement in global markets. Findings reveal that managerial vision, innovation capacity, and adaptability to foreign market demands constitute essential determinants of competitiveness. Moreover, the “Made in Albania” brand emerges as a complex symbol, simultaneously reflecting authenticity and presenting limitations due to its relatively low recognition abroad. The study contributes to the growing body of knowledge on international entrepreneurship in emerging economies by providing contextualized insights into small and medium-sized enterprises (SMEs) internationalization. By examining the intersection of strategic success factors (SSFs), innovation, and institutional support, the research highlights the need for policy interventions that reinforce national brand reputation and foster innovation-driven growth. Finally, the study advances both academic and practical discourse by providing insights applicable to policymakers, business associations, and entrepreneurs seeking to strengthen Albania’s presence in international textile markets.