Companies’ market adaptation strategies in the academic literature

Adapting to market changes is the lifeblood of any business. In the context of an increasingly dynamic environment, the need for a company to survive, adapt, and perform in the marketplace requires innovative strategies supported by digitalization. Developing the entrepreneurial behavior of human capital and maximizing the company’s financial performance requires continuous learning, time management, and building strong and constructive relationships. In this study, an up-to-date review of the specialized literature sets the stage for classifying companies’ market adaptation strategies into internal and external strategies. Thus, the results obtained are in line with the company's objectives to identify strategies for market adaptation in a dynamic and challenging environment. Among them, innovative strategies to adapt the company to the market, based on education and experience, have long-term positive effects on economic growth and development in the field.