An evaluation of the international market selection strategies utilised by UK companies

Jason Vaughan

Research output: Contribution to ConferencePaper

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.
Original languageEnglish
Publication statusPublished - 7 Jul 2016
EventAcademy of Marketing Conference (AM2016): Radical Marketing - Newcastle, England
Duration: 7 Jul 2016 → …
https://www.academyofmarketing.org/conference-2016/2016

Conference

ConferenceAcademy of Marketing Conference (AM2016): Radical Marketing
Period7/07/16 → …
Internet address

Keywords

  • International market selection
  • market screening
  • internationalisation
  • internationalization

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  • Cite this

    Vaughan, J. (2016). An evaluation of the international market selection strategies utilised by UK companies. Paper presented at Academy of Marketing Conference (AM2016): Radical Marketing, .