ULUSLARARASI SATIŞ VE SATIŞ YÖNETİMİ

Özet

With the acceleration of globalization and digitalization, firms’ engagement in international markets has intensified, thereby increasing the strategic importance of international selling and sales management (ISSM). However, the predominance of domestic market–oriented research in the sales literature has created a growing need for deeper insights into how international sales activities should be effectively managed. This study aims to examine the key dynamics reshaping the international sales environment and to evaluate the strategic role of ISSM in firm performance within a conceptual framework.To this end, the study systematically reviews and synthesizes the contemporary academic literature on international sales management. The findings indicate that ISSM constitutes a dynamic and highly complex management domain characterized by elevated levels of uncertainty. In the post-crisis and post-disruption context, traditional success factors—such as cultural understanding, relationship management, and trust building—remain critically important. At the same time, the increasing adoption of digital technologies is fundamentally transforming international sales processes. Digital platform attention, social media usage, and artificial intelligence–enabled applications emerge as key drivers of international sales performance, particularly for multinational enterprises. Furthermore, individual salesperson capabilities, context-specific cultural attributes, and cross-functional collaboration are identified as significant determinants of international sales effectiveness. Overall, the study suggests that the future of ISSM depends on the successful integration of digital technologies, effective adaptation to cultural differences, and the optimization of internal organizational alignment. The findings are expected to provide valuable guidance for firms seeking to enter or expand in international markets, while also contributing to the international sales management literature by offering a comprehensive theoretical perspective.