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Aims to identify and test criteria useful in screening potential worldwide opportunities. International business literature suggested the criteria which were applied in six product samples to determine whether the same criteria could be used across products. Accepts this proposition. Also shows that four criteria: product‐specific market size growth, indirect market size, trade, and level of economic development contributed most to the discriminating capabilities among potential markets.
International Marketing Review – Emerald Publishing
Published: Feb 1, 1996
Keywords: Global marketing; Globalization; Market entry
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