EN
Research on firm behaviour in the internationalisation has attempted to explain the determinants of entry mode choice, foreign market selection and market development strategy in host countries, mostly remaining focused on increasing commitments to foreign markets. However, the operational flexibility may require companies to undertake strategy adaptations, possibly resulting a limitation or termination of foreign operations. The main objective of this article is to present the possible forms of de-internationalisation, its underlying reasons and outcomes for a company. Further, it is to be discussed whether extant international marketing theory is capable of explaining this phenomenon or requires further adaptations.