THE IMPACT OF GLOBALISATION ON STRATEGIC DECISION-MAKING IN PAINT MANUFACTURING COMPANIES

Abstract

In recent decades, the phenomenon of globalisation has become increasingly pronounced and irreversible, bringing opportunities and challenges for different businesses. Globalisation, defined as the process of integrating economies, cultures and societies across the globe, directly and indirectly influences the way companies conduct their operations and manage their resources. Thus, globalisation has revolutionised the dynamics of business decision-making, particularly within the paint manufacturing sector, although specific and technically not an exception. Paint companies, with a tradition rooted in many national economies, are today facing increased competition in global markets. This competition comes not only from local companies, but also from new players who benefit from competitive advantages offered by innovative technologies, access to low-cost raw materials or business models adapted to the needs of consumers in different geographical areas. As a result of its globalisation, paint companies are expanding their capital and innovations in competition with local companies, which are forced to adapt their management decisions to resist this external flow or to strengthen their positions to expand into new markets. This article examines the profound impact of globalization on strategic decision-making processes within such firms. Through a comprehensive analysis of market trends, regulatory frameworks, and technological advancements, this study elucidates how globalization influences the strategic choices made by paint manufacturers. Moreover, it explores the challenges and opportunities arising from increased global interconnectedness, including market expansion, competitive pressures, and the need for sustainability initiatives. Also, it examines whether and to what extent these frameworks contribute to increasing long-term competitiveness, optimising operations and ensuring sustainable developments. By delving into these complexities, this research contributes to a deeper understanding of how globalization shapes strategic decision-making within the paint manufacturing industry and offers insights for companies navigating this rapidly evolving landscape.