Complementary approaches to preliminary foreign market opportunity assessment: country clustering and country ranking
by Cavusgil, S.Tamer, Tunga Kiyak, Sengun Yeniyurt
Industrial Marketing Management 33, no. 7 (2004): 607–617
Companies seeking to expand abroad are faced with the complex task of screening and evaluating foreign markets. How can managers define, characterize, and express foreign market opportunity? What makes a good market, an attractive industry environment? National markets differ in terms of market attractiveness, due to variations in the economic and commercial environment, growth rates, political stability, consumption capacity, receptiveness to foreign products, and other factors. This research proposes and illustrates the use of two complementary approaches to preliminary foreign market assessment and selection: country clustering and country ranking. These two methods, in combination, can be extremely useful to managerial decision makers in the early stages of foreign market selection.