International market selection for small firms: a fuzzy-based decision process

作者: Gianluca Marchi , Marina Vignola , Gisella Facchinetti , Giovanni Mastroleo

DOI: 10.1108/EJM-09-2012-0512

关键词: MarketingUnit of analysisSet (psychology)BusinessFlexibility (engineering)RankingSelection (genetic algorithm)Decision modelFuzzy logicTest (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...

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