The international marketing literature shows different models which give interesting but partial contributions to the problem of International Markets Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility ofpotential 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 themanagerial experiential knowledge. The model, based on a Fuzzy Expert System (FES), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications andlimitations are discussed.

The decision process for the International Markets Selection:A fuzzy model application to a small firm case / Marchi, Gianluca; Vignola, Marina; Facchinetti, Gisella; G., Mastroleo. - ELETTRONICO. - unico:(2009), pp. 1-31. ((Intervento presentato al convegno 35th EIBA Annual Conference - Reshaping the boudaries of the firm in an era of global interdependence tenutosi a Valencia nel 13th-15th December 2009.

The decision process for the International Markets Selection:A fuzzy model application to a small firm case

MARCHI, Gianluca;VIGNOLA, Marina;FACCHINETTI, Gisella;
2009

Abstract

The international marketing literature shows different models which give interesting but partial contributions to the problem of International Markets Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility ofpotential 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 themanagerial experiential knowledge. The model, based on a Fuzzy Expert System (FES), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications andlimitations are discussed.
35th EIBA Annual Conference - Reshaping the boudaries of the firm in an era of global interdependence
Valencia
13th-15th December 2009
unico
1
31
Marchi, Gianluca; Vignola, Marina; Facchinetti, Gisella; G., Mastroleo
The decision process for the International Markets Selection:A fuzzy model application to a small firm case / Marchi, Gianluca; Vignola, Marina; Facchinetti, Gisella; G., Mastroleo. - ELETTRONICO. - unico:(2009), pp. 1-31. ((Intervento presentato al convegno 35th EIBA Annual Conference - Reshaping the boudaries of the firm in an era of global interdependence tenutosi a Valencia nel 13th-15th December 2009.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/632380
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