The global environmental uncertainty and the need for an organization to maximize profit and satisfy the interest of wider nonmarket groups/stakeholders in the host market propel and reinforce the need for strategic integration to achieve sustainable internationalization performance. The interest of this article is to examine the relative impact of market, nonmarket strategy, and strategy integration on the performance of medium and large organizations in Portugal. Furthermore, environmental uncertainty and firm capabilities were used as moderation to evaluate the performance implication of these strategy configurations on firm market advantage in the host country. Given the need to examine the relationship between the latent and measured variables in this study, structural equation models were used to test the stated hypotheses, while confirmatory factor analyses were used to assess the fitness of our model. Our findings revealed that strategy integration provides a more sustainable competitive performance than either market or nonmarket strategy when used separately, especially in highly regulated and standardized business contexts such as Portugal. Furthermore, our findings show that organization needs to design market-oriented strategies and select the types of nonmarket practices (lobbying, campaign contributions, etc.) that best fit and align with their overall corporate objectives without neglecting the host market environmental culture. Research on market and nonmarket integrations have long been overdue given its extensive proposition to firm sustainable performance in a foreign country. Our research shed light on the importance of strategy integration to combat the ever-changing dynamism of the business environment and the negative sentiment surrounding globalization and how a firm can successfully compete in an uncertain, highly regulated, and standardized market context.

全球环境的不确定性以及组织实现利润最大化和满足东道国市场中更广泛的非市场群体/利益相关者利益的需要推动并强化了战略整合的需要，以实现可持续的国际化绩效。本文的目的是研究市场、非市场战略和战略整合对葡萄牙大中型组织绩效的相对影响。此外，环境不确定性和企业能力被用作调节来评估这些战略配置对东道国企业市场优势的绩效影响。鉴于需要检查本研究中潜在变量和测量变量之间的关系，结构方程模型用于检验所述假设，而验证性因素分析用于评估我们模型的适用性。我们的研究结果表明，与单独使用市场或非市场战略相比，战略整合提供了更具可持续性的竞争绩效，尤其是在高度监管和标准化的商业环境中，例如葡萄牙。此外，我们的研究结果表明，组织需要设计以市场为导向的战略，并选择最适合和符合其总体企业目标的非市场实践类型（游说、竞选捐款等），同时不忽视东道国市场环境文化。市场和非市场整合的研究早就应该进行了，因为它对在国外稳定可持续绩效有着广泛的建议。