Measuring the potential of emerging markets: An indexing approach
by Cavusgil, S. Tamer
Business Horizons 40, no. 1 (1997): 87–91
A study develops and illustrates a methodology for quantifying and ranking the market potential of 25 countries identified as emerging markets (EM) by the Economist. An index (the Overall Market Opportunity Index) was developed to measure market potential in EMs. First, 13 economic, political, and social variables were chosen to characterize a market’s attractiveness from the viewpoint of Western management. EMs near the top in overall market opportunity are Singapore, China, Hong Kong, South Korea, Israel, Thailand, Greece, and Malaysia.