IMR 28,2
The role of condition in priseing foreignist marketing opportunities
Susan P. Douglas and C. Samuel Craig
Stern School of Business, bare-ass York University, New York, New York, USA
Abstract
Purpose The choice of which country or countries to enter is a critical decision and needs to be made with immense care and deliberation. Initial market entryway decisions have typically focused on country evaluations based on macro-economic data. patch appropriate in providing an initial screening of countries, other factors, notably contextual factors, can provide important insights in assessing international market opportunities. The purpose of this paper is to examine the impact of context at four distinct levels. Design/methodology/ plan of attack The literature on the influence of context on employment and purchase behavior is reviewed to provide a framework to pick up contextual factors as a means to refine entry strategy and develop effective segmentation strategies. Findings A replete(p) range of contextual factors exert influence on use choices and contribute to within-country heterogeneity.
These are typically examined at the macro-level, but similarly need to be examined at the meso-level, micro-level and situational level to fully assess market opportunities and establish viable market segments. Practical implications exam of contextual factors provides a richer and deeper understanding of which international markets to enter and which segments to target. Within-country pagan diversity, dramatic economic and regional disparities and marked differences in the pedestal need to be assessed. In particular, examination of contextual factors helps to stray light on heterogeneity within countries not only if in customer behavior, but also in the temperament of the market infrastructure. This is a key element, not only in formulating entry...If you want to get a full essay, order it on our website: Ordercustompaper.com
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