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Assessment of the Attractiveness of Foreign Markets– A Case Study. Comparison of Armenia and Poland

Author

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  • Andranik Muradyan

    (University of Warsaw, Faculty of Management)

Abstract

From the international marketing point of view, it is important to assess the attractiveness of the target country that can be interesting to foreign investors. It is worth analyzing all the possible opportunities and threats that may arise in each geographic market. It is also needed to assess the country’s strengths and weaknesses and understand how these characteristic features can affect the company’s growth perspectives. Each country has a specifi c political environment, sociodemographic features, economic situation, technological conditions, cultural identity, unique natural environment and legal rules. At the same time, there are regional and global geopolitical tendencies, common political structures, common economic conventions and elements of global culture. The specifi city of the above-mentioned factors shapes a unique business environment that affects marketing strategies of entities that are planning to internationalize. This article will present a proposal of several criteria for assessing the attractiveness of foreign markets. These criteria will be selected because of their reliability and acceptability by various global institutions. This method can be used to estimate attractiveness of every country, but only two of them have been chosen for this article. Based on these indicators, the attractiveness of the Armenian market will be compared to Poland’s attractiveness. The example of Poland in some areas because of its increasing attractiveness may be useful for Armenia and its government

Suggested Citation

  • Andranik Muradyan, 2018. "Assessment of the Attractiveness of Foreign Markets– A Case Study. Comparison of Armenia and Poland," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(8), pages 4-20.
    • Handle: RePEc:sgm:jmcbem:v:2:i:8:y:2018:p:4-20
    as

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    References listed on IDEAS

    as
    1. World Bank, 2018. "Doing Business 2018," World Bank Publications - Books, The World Bank Group, number 28608, December.
    2. Meyer, Stephan G.H. & Lehberger, Mira L., 2018. "Gender and job satisfaction in German horticulture," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(7), September.
    3. Helmut Birnleitner, 2014. "Attractiveness of Countries for Foreign Direct Investments from the Macro-Economic Perspective," Proceedings of FIKUSZ '14, in: Pál Michelberger (ed.),Proceedings of FIKUSZ '14, pages 29-40, Óbuda University, Keleti Faculty of Business and Management.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    evaluation of foreign markets; assessment criteria; Armenia; geopolitical and economic problems; avoiding barriers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F21 - International Economics - - International Factor Movements and International Business - - - International Investment; Long-Term Capital Movements
    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • F62 - International Economics - - Economic Impacts of Globalization - - - Macroeconomic Impacts

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