​This thesis explores the complex decision-making process behind companies' first international market selection, focusing on the influence of cultural similarities and geographic proximity. By examining how these factors intersect with strategic market opportunities, the study aims to provide valuable insights into why certain markets are prioritized during international expansion. The study took on a qualitative approach, conducted through interviews with consultants in internationalization. The data was analyzed with an explorative, abductive approach, with support of the analytical model formed by the literature review. The results reveal a tendency among Swedish companies to prioritize neighboring markets as their first international expansion due to perceived cultural and geographic advantages. While the findings align with the Uppsala model of internationalization, it often leads to a superficial understanding of cultural similarities and neglects comprehensive market analysis. The findings highlight the influence of intuition, gut feeling, coincidences, and personal networks in market selection, which introduces unpredictability into the decision-making process. The study underscores the need for a balanced approach that integrates intuitive decisions with thorough market analysis to avoid missed opportunities and unexpected challenges.