Análisis de internacionalización de empresas ecuatorianas en el mercado americano

Abstract

The internationalization of Ecuadorian companies in the US market must face various commercial and regulatory barriers. The general objective of this research was to analyze the internationalization of Ecuadorian companies in the American market. A qualitative approach was used, with a non- experimental design and descriptive scope. Interviews were conducted with three representatives of the only Ecuadorian brand restaurants that have internationalized in the United States, taking 100% of the universe. The findings determined that the commercial and regulatory barriers for Ecuadorian companies to enter the US market are the certification and permit requirements of the FDA, compliance with HACCP and FSMA, phytosanitary regulations, tariffs, and labeling and packaging standards according to the state. Although the First Phase Agreement facilitates some customs procedures, certification costs and the absence of a comprehensive free trade agreement persist, which limits access. In terms of internationalization strategies, companies focused on direct export and strategic alliances, adapting products and packaging to local preferences and obtaining quality certifications. To stay in the market, they focused on digital marketing, operational efficiency and innovation, with campaigns aimed at the Latin community, logistics optimization, and loyalty programs. In addition, they have strengthened commercial relationships with distributors and maintain a sales team in the United States to ensure their permanence. It is concluded that Ecuadorian companies must adapt to commercial and regulatory barriers to be successful.