Valencian companies prioritize innovation for foreign markets

Companies in the Valencian Community prioritize product innovation as the primary factor for competing in foreign markets, according to the XII Yearbook of the Observatory of International Brands of the Valencian Community. The report, produced by the Club de Marketing del Mediterráneo in collaboration with Ivace+i Internacional, identifies product innovation (57%), brand (49%), and support from local partners (40%) as the most critical elements for international competition.

Other secondary factors include competitive pricing (39%) and clear international marketing strategies (28%). In contrast, customer loyalty plans (16%), sustainability and social responsibility (15%), and the digitalization of promotion (14%) are considered less significant.

Regarding brand management, 52% of companies utilize a global model with local adaptations, while 29% follow a strictly global strategy and 13% employ a fully local strategy per country. Despite geopolitical uncertainty, investment in international marketing remains resilient; 37% of companies reported increasing their budgets for 2025, while 51% maintained stable spending. Primary investment areas include sector fairs and events (64%), direct commercial actions (50%), and proprietary digital channels (42%).