| Autor: |
gisella facchinetti, Marchi, Gianluca, Giovanni Mastroleo, Vignola, Marina |
| Přispěvatelé: |
Facchinetti, Gisella, Marchi, Gianluca, Mastroleo, Giovanni, Vignola, Marina |
| Jazyk: |
angličtina |
| Rok vydání: |
2008 |
| Předmět: |
|
| Zdroj: |
Università del Salento-IRIS |
| Popis: |
The international marketing literature shows different models which give interesting but partial contributions to the problem of International Market Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (FES), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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