THE IMPACT OF GLOBAL ECONOMIC CRISES ON INTERNATIONALIZATION STRATEGIES IN THE COSMETIC INDUSTRY : CHANGES IN SUPPLY CHAIN AND DISTRIBUTION PROCESSES

Global economic crises have always represented moments of profound transformation for companies operating internationally. In recent years, events such as the Covid-19 pandemic, geopolitical tension, and supply chain disruptions have demonstrated the necessity for resilience and adaptability in businesses; In particular, the cosmetic industry has been characterized by a strong internationalization rate and high dependence on global markets, indeed during these periods has been significantly impacted, pushing companies teases their expansion strategies and operational frameworks. The goal of this thesis it to analyze how global crises influence the internationalization strategies of cosmetic companies, with significant focus on changes in production processes, distribution methods and trends related to offshoring and reshoring; The study examines the transformation experienced by the cosmetic sector in particular, but also others industries, in response to economic shocks and the strategies adopted to ensure operational continuity and competitiveness. The key research question at the base of this study is: How do global crises impact internationalization strategies in the cosmetic industry? To answer this question, the thesis will assess the effects of crises on foreign market entry strategies, production management, and distribution frameworks. Then, through an empirical analysis of My.Organics, a company operating within the sector, the study will illustrate how businesses have adapted to economic disruptions and reshaped their business models to align with new market realities.