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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1996 MCB UP Ltd. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651339610111344
- Publisher site
- See Article on Publisher Site
Abstract
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.
Journal
International Marketing Review – Emerald Publishing
Published: Feb 1, 1996
Keywords: Global marketing; Globalization; Market entry