The article reviews how multinational companies succeed or fail in new markets by looking at the rules and norms that shape those markets. They studied 116 articles from top journals and found that certain authors and journals are leading this research. They identified key strategies MNCs use to enter new markets and adapt to local conditions. By understanding these strategies, managers can better navigate the challenges of doing business in different countries. The study also suggests that companies should engage with local communities and support social causes to gain trust in new markets. This research sheds light on how companies can adapt to different environments and build successful business strategies.