GMS 522 Chapter Notes - Chapter 7: Cluster Analysis, Root Mean Square, Railways Act 1921

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Carlyle Farrell

Document Summary

Country selection: foreign market entry requires consideration of a number of issues: Assessment of the rms capability to operate in the selected environment: assessing markets using a logically step by step approach is critical to successful market entry. Empirical evidence suggests, however, that rms do not follow a systematic market selection process. Systematic market selection involves formal strategic planning, market research, consideration of many country options and entry mode options, developing contingency plans and setting long term objectives: country selection is driven by a number of considerations: Cultural distance (anything which disrupts the ow of information and knowledge between host and home countries) Country selection steps (a) macro-segmentation (b) preliminary screening - markets/countries assessed based on external screening criteria (c) secondary ( ne grained) screening - rm"s relative competitive advantage in each market is taken into consideration (d) final country selection. Macro-segmentation: involves the development of segmentation criteria that can be applied to group countries for marketing purposes.