Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

A hybrid model for export market opportunity analysis

A hybrid model for export market opportunity analysis Purpose – The purpose of this paper is to propose a new model for export market opportunity analysis by combining the marketing‐based overall market opportunity index (OMOI) with the economic‐based gravity model in order to more accurately assess export market potential, in total and for specific industries. Design/methodology/approach – Variables from the gravity and OMOI models are used to analyze export market opportunities for specific industries. Findings – Market size, economic intensity, geographic and language distance, and regional trade agreements (RTAs) are found to be strong predictors of export market attractiveness from a US firm's perspective. Foreign direct investment (FDI) is found to act as both a substitute for and a complement to exports. Cultural distance, based on Hofstede, is not a significant predictor for exports. Originality/value – The authors' hybrid model extends previous OMOI models and is applied to industry‐level analysis. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

A hybrid model for export market opportunity analysis

International Marketing Review , Volume 28 (2): 20 – Apr 26, 2011

Loading next page...
 
/lp/emerald-publishing/a-hybrid-model-for-export-market-opportunity-analysis-RNYXleQQXv
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651331111122650
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to propose a new model for export market opportunity analysis by combining the marketing‐based overall market opportunity index (OMOI) with the economic‐based gravity model in order to more accurately assess export market potential, in total and for specific industries. Design/methodology/approach – Variables from the gravity and OMOI models are used to analyze export market opportunities for specific industries. Findings – Market size, economic intensity, geographic and language distance, and regional trade agreements (RTAs) are found to be strong predictors of export market attractiveness from a US firm's perspective. Foreign direct investment (FDI) is found to act as both a substitute for and a complement to exports. Cultural distance, based on Hofstede, is not a significant predictor for exports. Originality/value – The authors' hybrid model extends previous OMOI models and is applied to industry‐level analysis.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 26, 2011

Keywords: International trade; Marketing opportunities; Export markets

References