En el campo del mercadeo internacional, las estrategias de adaptacion y estandarizacion de la mezcla de mercado se han considerado de gran importancia en los procesos de expansion internacional. La presente investigacion busca analizar ambas estrategias a partir del caso del ingreso de la compania chilena Falabella al mercado colombiano. El estudio da indicios de que ambas estrategias no son excluyentes, sino complementarias en procesos de penetracion de nuevos mercados.Adaptation and standardization as strategies of penetration of retail companies AbstractIn the field of international marketing adaptation strategies and standardization of the market mix have been considered of great importance in the process of international expansion. The present investigation seeks to analyze both strategies from the case of the entrance of the Chilean company Falabella to the Colombian market. This study gives indications that both strategies are not exclusive, but complementary in processes of penetration of new markets.