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 (FES), 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.

Fuzzy Model for International Market Selection - A Real Italian Case

FACCHINETTI, Gisella;MASTROLEO, Giovanni;
2008-01-01

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 (FES), 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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11587/339425
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