Market Selection Process - Internationalization - Global Marketing
Channel: Tine Wade
Date: 2018-07-09

An introduction to the subject of market selection in the connection with an organisation's internationalization process. 
An example is used to evaluate two possible markets by addressing a set of factors that influence the markets' attractiveness and the organisation's competitive strength in the markets. Internal considerations which affect an organisation's capabilities to serve the markets are also addressed. Finally, an overview and short explanation of three different approaches to market selection is introduced.