Market entry is a strategic concept and field of study concerning the process and decision-making involved when a firm initiates operations within a new market segment or geographic area where it has not previously established a presence. It investigates the evaluation of market viability, the selection of appropriate entry modalities (such as exporting, licensing, joint ventures, or wholly owned subsidiaries), the development of strategic plans, and the analysis of associated challenges, risks, and success factors. This concept is characterized by strategic assessment, resource allocation, and adaptation to new environmental contexts, holding significant importance as a fundamental mechanism for organizational growth, internationalization, and competitive positioning.