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The evaluation of market attractiveness through the marketing intelligence approach: a tool for the SMEs

Author

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  • Antonio Iazzi
  • Oronzo Trio
  • Andrea Pandurino
  • Adriana Caione

Abstract

The aim of this paper is to investigate the business and marketing intelligence in order to highlight its impact on the internationalisation of the SMEs. Starting from the assumption that intelligence is part of the marketing strategy, we propose a marketing tool to measure the international market attractiveness. Following the existing literature, we employ different measures according to the importance of the variable and to the perspective of the product. We have focused our analysis on the markets of USA and Russia, by searching, identifying and inserting in the system the web addresses of pages or documents of the sources to assess for specific indicators. The tool is a first attempt to provide to the SMEs a way to start the international market analysis process. The outcome is a synthetic marker representing the level of market attractiveness.

Suggested Citation

  • Antonio Iazzi & Oronzo Trio & Andrea Pandurino & Adriana Caione, 2015. "The evaluation of market attractiveness through the marketing intelligence approach: a tool for the SMEs," International Journal of Markets and Business Systems, Inderscience Enterprises Ltd, vol. 1(2), pages 92-107.
    • Handle: RePEc:ids:ijmabs:v:1:y:2015:i:2:p:92-107
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    Cited by:

    1. MM. Andranik Muradyan, 2020. "Procedure for Assessing the Investment Attractivenessof Foreign Markets.Comparative Analysis of Former USSR Countries," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(10), pages 24-48.
    2. Deaza, José Armando & Díaz, Néstor Fabián & Castiblanco, Suelen Emilia & María Inés Barbosa, Universidad de La Salle, 2020. "International market selection models: a literature review," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 191-217, July.

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