Authors
Abstract
Reviewing literature of the international market attractiveness evaluation and operational practice in Iran demonstrates that two approaches for international market selection are proposed: expansion approack and systematic approach. In expansion approach, firms gradually enter low geographical and cuftural distance markets. But, in systematic approach, by considering some factors and models, firms systematically evaluate and select foreign market(s).
The importance and need for systematically evaluating and selecting potential foreign markets has been stressed by many researchers and several models for selecting international markets had been propos. But, current models do not pass the test of reality, because they are not adapted with exporter decision making process and they are not considered important aspect of reality. So, in this paper, we introduce a comprehensive international market attractiveness model that include demand attractiveness, attainment attractiveness, adaptation attractiveness and competition attractiveness. At last, according to the tested model, a fuzzy decision support system is developed.
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