The international marketing literature shows different models which give interesting but partial contributions to the problem of International Market Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (SEF), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.

Un modello per la selezione dei mercati esteri: sviluppo ed implementazione di un Sistema Esperto Fuzzy / Facchinetti, Gisella; Marchi, Gianluca; G., Mastroleo; M., Vignola. - ELETTRONICO. - (2008), pp. 1-30. (Intervento presentato al convegno 7th International Congress Marketing Trends tenutosi a VENEZIA ITALIA nel January 17-19 2008).

Un modello per la selezione dei mercati esteri: sviluppo ed implementazione di un Sistema Esperto Fuzzy

FACCHINETTI, Gisella;MARCHI, Gianluca;
2008

Abstract

The international marketing literature shows different models which give interesting but partial contributions to the problem of International Market Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (SEF), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.
2008
7th International Congress Marketing Trends
VENEZIA ITALIA
January 17-19 2008
1
30
Facchinetti, Gisella; Marchi, Gianluca; G., Mastroleo; M., Vignola
Un modello per la selezione dei mercati esteri: sviluppo ed implementazione di un Sistema Esperto Fuzzy / Facchinetti, Gisella; Marchi, Gianluca; G., Mastroleo; M., Vignola. - ELETTRONICO. - (2008), pp. 1-30. (Intervento presentato al convegno 7th International Congress Marketing Trends tenutosi a VENEZIA ITALIA nel January 17-19 2008).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/605360
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