Vaughan, J. (2016) An evaluation of the international market selection strategies utilised by UK companies. Paper presented to: Academy of Marketing Conference (AM2016): Radical Marketing, Newcastle, England, 04-07 July 2016. Also presented at the British Academy of Management (BAM) Conference 2016: Thriving in Turbulent Times held at Newcastle University, 06-08 September 2016
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Abstract:
Purpose – The purpose of this paper is to empirically test theoretical models of international market selection and to compare with the process used by companies.
Design/methodology/approach – Primary research was conducted using a questionnaire distributed to businesses operating in two market sectors.
Results – This paper demonstrates a wide difference in the international market selection process adopted by companies in assessing potential new non-domestic markets and those models advocated in the academic literature. The results indicate that a significant number of companies have a weak international market selection process that is highly subjective as to which countries are included in the selection process. This subjectivity is demonstrated by the screening of only a very limited number of markets and the reliance upon a limited range of criteria which focus upon operational issues.
Recommendations - Companies should adopt a more rigorous approach to their international market selection process by ensuring that a wider range of non-domestic markets are included at an early stage and that screening criteria are applied in a fair and transparent manner.
Uncontrolled Keywords:
International market selection, market screening, internationalisation, internationalization
Subjects:
Creators:
Vaughan, J.
Northamptonshire and East Midlands:
Business and Industry
Faculties, Divisions and Institutes:
Date:
7 July 2016
Date Type:
Publication
Event Title:
Academy of Marketing Conference (AM2016): Radical Marketing
Event Dates:
04-07 July 2016
Event Location:
Newcastle, England
Event Type:
Conference
Language:
English
Status:
Published / Disseminated
Refereed:
Yes
Related URLs:
References:
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