Where to compete? The logic behind market selection
This chapter advances some of the arguments presented in Chapter 4 and develops a heuristic model that supports managers when choosing their next target market. Market selection and market entry mode choices often coincide and are hard to separate, and as such are often treated as one decision. Once a country has been selected for entry, it automatically has to be compared to the existing portfolio of geographical presence. Most financial services firms use portfolio matrices as a basis for their geographical investment decisions that measure the relative strengths of their own operations and the attractiveness of foreign markets. The chapter describes those two factors, the usefulness of portfolio matrices, and then discusses process aspects of market selection, that is, how management teams actually collect data on foreign markets and set investment priorities.
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