The aim of this paper is to investigate the business and marketing intelligence in order to highlight its impact on the internationalization of the SMEs. Starting from the assumption that intelligence is part of the marketing strategy and that intelligence is a prerequisite for strategic planning, we propose a marketing tool to measure the international market attractiveness. Following the existing literature, we employ different measures according to the importance of the variable and to the perspective of the product. We have focused our analysis on the markets of United States and Russia, by searching, identifying and inserting in the system the web addresses of pages or documents of the sources to assess for specific indicators. Based on this information, the user selects a combination “product – country of interest”, gets from the system the details of the web pages, on which he can find the indicators, and an indication of the meaning of each item and how to evaluate it (high risk = 1; medium risk = 3; low risk = 5). Then, he assigns a numeric value to each indicator. The tool is a first attempt to provide to the SMEs a way to start the international market analysis process. Its added value consists in the simplicity in use and in the opportunity to explore alternative options at the same time. The output is a synthetic marker representing the level of market attractiveness. It provides you with the opportunity to outcome the limits of the SMES especially as concern the ability to manage the environmental information and in order to improve the decision making process through collecting data for a comparison among countries in different periods.
The markets screening process through the marketing intelligence
IAZZI, ANTONIO;CAIONE, ADRIANA;TRIO, Oronzo;PANDURINO, ANDREA
2015-01-01
Abstract
The aim of this paper is to investigate the business and marketing intelligence in order to highlight its impact on the internationalization of the SMEs. Starting from the assumption that intelligence is part of the marketing strategy and that intelligence is a prerequisite for strategic planning, we propose a marketing tool to measure the international market attractiveness. Following the existing literature, we employ different measures according to the importance of the variable and to the perspective of the product. We have focused our analysis on the markets of United States and Russia, by searching, identifying and inserting in the system the web addresses of pages or documents of the sources to assess for specific indicators. Based on this information, the user selects a combination “product – country of interest”, gets from the system the details of the web pages, on which he can find the indicators, and an indication of the meaning of each item and how to evaluate it (high risk = 1; medium risk = 3; low risk = 5). Then, he assigns a numeric value to each indicator. The tool is a first attempt to provide to the SMEs a way to start the international market analysis process. Its added value consists in the simplicity in use and in the opportunity to explore alternative options at the same time. The output is a synthetic marker representing the level of market attractiveness. It provides you with the opportunity to outcome the limits of the SMES especially as concern the ability to manage the environmental information and in order to improve the decision making process through collecting data for a comparison among countries in different periods.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
