作者: Gianluca Marchi , Marina Vignola , Gisella Facchinetti , Giovanni Mastroleo
关键词: Marketing 、 Unit of analysis 、 Set (psychology) 、 Business 、 Flexibility (engineering) 、 Ranking 、 Selection (genetic algorithm) 、 Decision model 、 Fuzzy logic 、 Test (assessment)
摘要: Purpose – This study aims to build and test an International Market Selection (IMS) decision process method that is able capture, within a small firm’s risk-averse setting, the entrepreneur's experience, reduce cognitive biases, preserve flexibility of decision, by combining advantages systematic behavioural-based international market selection approaches. Design/methodology/approach The unit analysis IMS firm venturing abroad. We adopt ranking approach based on three-step screening. assess markets through multi-criteria with wider set variables aggregated tree-shaped model. To obtain ranking, we use Fuzzy Expert System (FES) as evaluative tool. Findings results show proposed consistent entrepreneur’s strategic orientation while preserving requested for decision-making in firms. Unlike traditional behavioural appro...