For some time now, it has no longer been enough to think of companies, products or brands in the context of the market in which they were born. In order to reach the global market, it is indispensable to adopt processes of internationalisation and possibly localisation. It is necessary to develop market penetration strategies, evaluate sales and retail networks, develop partnership strategies, negotiate international agreements (sales, licensing, franchising, joint ventures). Protecting intellectual property is crucial in internationalisation strategies, and not only for large enterprises.