The role of context in assessing international marketing opportunities

摘要: Purpose – The choice of which country or countries to enter is a critical decision and needs be made with considerable care deliberation. Initial market entry decisions have typically focused on evaluations based macro‐economic data. While appropriate in providing an initial screening countries, other factors, notably contextual can provide important insights assessing international opportunities. purpose this paper examine the impact context at four distinct levels.Design/methodology/approach literature influence consumption purchase behavior reviewed framework understand factors as means refine strategy develop effective segmentation strategies.Findings A wide range exert choices contribute within‐country heterogeneity. These are examined macro‐level, but also need meso‐level, mic...