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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
