International market selection models: a literature review
DOI:
https://doi.org/10.22267/rtend.202102.147Palabras clave:
selección de mercados internacionales, internacionalización, MIPYME, marketing internacional, estrategia empresarialResumen
Objetivo: Esta investigación tiene como objetivo caracterizar la literatura científica actual sobre los diferentes modelos de selección de mercado internacional (SMI) utilizados por las microempresas, pequeñas y medianas empresas (MIPYME) dentro de sus procesos de internacionalización. Diseño: Esta caracterización se realizó a partir de un análisis bibliométrico y de contenido de publicaciones académicas en las dos categorías. Además, con base en estos hallazgos, se realizó otra búsqueda considerando los documentos citados en estas publicaciones (hacia atrás) y los documentos que son citados por ellos (hacia adelante). Resultados: las empresas más pequeñas utilizan principalmente modelos cognitivos y cualitativos para seleccionar el mercado objetivo en el extranjero. Por su parte, las empresas medianas tienen una mayor tendencia a aplicar modelos cuantitativos para llevar a cabo de manera más eficiente el proceso IMS, principalmente utilizando factores macroeconómicos y, en menor medida, microeconómicos. El uso de técnicas cualitativas y cuantitativas para la selección de mercados internacionales es muy limitado en las pequeñas y medianas empresas. Originalidad y valor: los hallazgos descritos caracterizan el estado del arte de la investigación en MIPYME y la selección de mercados internacionales, con énfasis en los últimos diez años. Esto permite identificar vacíos en la literatura y posibles campos de acción para el desarrollo posterior de esta área de conocimiento.
Descargas
Citas
(1) Aghdaie, M. H. & Alimardani, M. (2015). Target market selection based on market segment evaluation: a multiple attribute decision making approach. International Journal of Operational Research, 24(3), 262-278.
(2) Aghdaie, M. H., Hashemkhani Zolfani, S. & Zavadskas, E. K. (2013). A hybrid approach for market segmentation and market segment evaluation and selection: an integration of data mining and MADM. Transformations in Business & Economics, 12(2B), 431-459.
(3) Ambos, B. & Håkanson, L. (2014). The concept of distance in international management research. Journal of International Management, 20(1), 1-7. doi: 10.1016/j.intman.2013.10.003
(4) Bosáková, L., Kubák, M., Andrejkovič, M. & Hajduová, Z. (2015). Doing business abroad: utility function model for country selection in preliminary screening phase. Central European Journal of Operations Research, 23(1), 53-68. doi: 10.1007/s10100-013-0328-1
(5) Brouthers, K. D., Nakos, G. & Dimitratos, P. (2015). SME entrepreneurial orientation, international performance, and the moderating role of strategic alliances. Entrepreneurship Theory and Practice, 39(5), 1161-1187. doi: 10.1111/etap.12101
(6) Budeva, D. G. & Mullen, M. R. (2014). International market segmentation: Economics, national culture and time. European Journal of Marketing, 48(7-8), 1209-1238.
(7) Budeva, D. & Mullen, M. R. (2016). Does culture matter for international market selection? International Journal of Export Marketing, 1(2), 193-214.
(8) Buerki, T., Nandialath, A., Mohan, R., & Lizardi, S. (2014). International market selection criteria for emerging markets. IUP Journal of Business Strategy, 11(4).
(9) Cavusgil, S. T. & Knight, G. (2015). The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization. Journal of International Business Studies, 46(1), 3-16. doi: 10.1057/jibs.2014.62
(10) Clark, D. R., Li, D. & Shepherd, D. A. (2018). Country familiarity in the initial stage of foreign market selection. Journal of international business studies, 49(4), 442-472. doi: 10.1057/s41267-017-0099-3
(11) Covin, J. G. & Miller, D. (2014). International entrepreneurial orientation: Conceptual considerations, research themes, measurement issues, and future research directions. Entrepreneurship Theory and Practice, 38(1), 11-44. doi: 10.1111/etap.12027
(12) Cui, A. P., Walsh, M. F. & Zou, S. (2014). The importance of strategic fit between host–home country similarity and exploration exploitation strategies on small and medium-sized enterprises’ performance: A contingency perspective. Journal of International Marketing, 22(4), 67-85. doi: 10.1509/jim.14.0045
(13) Deakins, D., Battisti, M., Perry, M., & Crick, D. (2013). Understanding internationalisation behaviour. New Zealand Centre for SME Research, Massey University, Wellington, New Zealand, 7.
(14) Erdil, S. & Ozdemir, O. (2016). The determinants of relationship between marketing mix strategy and drivers of export performance in foreign markets: an application on turkish clothing industry. Procedia - Social and Behavioral Sciences, 235(24), 546-556. doi: 10.1016/j.sbspro.2016.11.067
(15) Francioni, B. (2014). International market selection, entry mode decisions and psychic distance for SMEs. International Journal of Strategic Change Management, 5(2), 93-106. doi: 10.1504/IJSCM.2014.060256
(16) Górecka, D. & Szałucka, M. (2013). Country market selection in international expansion using multicriteria decision aiding methods. Multiple criteria decision making, 8, 31-55.
(17) He, X., Lin, Z. & Wei, Y. (2016). International market selection and export performance: a transaction cost analysis. European Journal of Marketing, 50(5-6), 916-941. doi: 10.1108/EJM-02-2013-0083
(18) Hutzschenreuter, T., Kleindienst, I. & Lange, S. (2014). Added psychic distance stimuli and MNE performance: Performance effects of added cultural, governance, geographic, and economic distance in MNEs' international expansion. Journal of International Management, 20(1), 38-54. doi: 10.1016/j.intman.2013.02.003
(19) Iazzi, A., Trio, O., Pandurino, A. & Caione, A. (2015). The evaluation of market attractiveness through the marketing intelligence approach: a tool for the SMEs. International Journal of Markets and Business Systems, 1(2), 92-107. doi: 10.1504/IJMABS.2015.072264
(20) Jalal, A. (2018). Strategic Decision Making: External Factors Influencing Foreign Market Entry. Journal of Higher Education Service Science and Management (JoHESSM), 1(1), 1-9.
(21) Jansen, S. T. (2013). Factors in international market selection: the influence of international experience on the decision making (Master's thesis, University of Twente).
(22) Knight, G. A. & Liesch, P. W. (2016). Internationalization: From incremental to born global. Journal of World Business, 51(1), 93-102. doi: 10.1016/j.jwb.2015.08.011
(23) Koch, A. J. (2001). Factors influencing market and entry mode selection: developing the MEMS model. Marketing Intelligence & Planning, 19(5), 351-361.
(24) Laufs, K. & Schwens, C. (2014). Foreign market entry mode choice of small and medium-sized enterprises: A systematic review and future research agenda. International Business Review, 23(6), 1109-1126. doi: 10.1016/j.ibusrev.2014.03.006
(25) Malhotra, S., Sivakumar, K. & Zhu, P. (2009). Distance factors and target market selection: the moderating effect of market potential. International marketing review, 26(6), 651-673.
(26) Malhotra, S. & Papadopoulos, N. (2007). International market selection. An integrative review of empirical studies. Administrative Sciences Association of Canada - ASAC - 2007. Ontario - Canadá.
(27) Magnani, G., Zucchella, A. & Floriani, D. E. (2018). The logic behind foreign market selection: Objective distance dimensions vs. strategic objectives and psychic distance. International Business Review, 27(1), 1-20. doi: 10.1016/j.ibusrev.2017.10.009
(28) Marchi, G., Vignola, M., Facchinetti, G. & Mastroleo, G. (2014). International market selection for small firms: A fuzzy-based decision process. European Journal of Marketing, 48(11/12), 2198-2212. doi: 10.1108/EJM-09-2012-0512
(29) Mat, C., Mohd, H. & Mohd, S. (2014). Specific-factors influencing market selection decision by Malaysian construction firms into international market. Procedia - Social and Behavioral Sciences, 129, 4-10. doi: 10.1016/j.sbspro.2014.03.641
(30) Miečinskienė, A., Stasytytė, V. & Kazlauskaitė, J. (2014). Reasoning of export market selection. Procedia - Social and Behavioral Sciences, 110(24), 1166-1175. doi: 10.1016/j.sbspro.2013.12.963
(31) Musso, F. & Francioni, B. (2014). International strategy for SMEs: criteria for foreign markets and entry modes selection. Journal of Small Business and Enterprise Development, 21(2), 301-312. doi: 10.1108/JSBED-10-2013-0149
(32) Nelles, O. (2013). Nonlinear system identification: from classical approaches to neural networks and fuzzy models. Springer Science & Business Media.
(33) Ojala, A. (2015). Geographic, cultural, and psychic distance to foreign markets in the context of small and new ventures. International Business Review, 24(5), 825-835. doi: 10.1016/j.ibusrev.2015.02.007
(34) Ozturk, A., Joiner, E. & Cavusgil, S. T. (2015). Delineating foreign market potential: A tool for international market selection. Thunderbird International Business Review, 57(2), 119-141. doi: 10.1002/tie.21686
(35) Papadopoulos, N. & Denis, J.-E. (1988). Inventory, taxonomy and assessment of methods for international market selection. International marketing review, 5(3), 38-51. doi: 10.1108/eb008357
(36) Papadopoulos, N. Chen, H. & Thomas, D. (2002). Toward a tradeoff model for international market selection. International business review, 11(2), 165-192. doi: 10.1016/S0969-5931(01)00054-3
(37) Pflanz, K. (2013). Seeking opportunities: international market selection by european engineering consultancies. Tijdschrift voor Economische en Sociale Geografie, 104(5), 556-570. doi:10.1111/tesg.12036
(38) Rahman, S. (2006). International market selection process: an investigation of the relevance of business operating environment. Journal of international business research, 5(1), 73-86.
(39) Rana, S. & Sharma, S. K. (2015). A literature review, classification, and simple meta-analysis on the conceptual domain of international marketing: 1990–2012. Entrepreneurship in International Marketing, 25, Emerald Group Publishing Limited, 189-222. doi: 10.1108/S1474-797920140000025009
(40) Restrepo, J. A. & Vanegas, J. G. (2015). Internacionalización de las pymes: análisis de recursos y capacidades internas mediante lógica difusa. Contaduría y Administración, 60(4), 836-863. doi: 10.1016/j.cya.2015.07.008
(41) Robertson, K. & Wood, V. (2001). The relative importance of types of information in the foreign market selection process. International business review,10(3), 363-379. doi: 10.1016/S0969-5931(01)00021-X
(42) Sakarya, S., Eckman, M. y Hyllegard, K. (2007). Market selection for international expansion: Assessing opportunities in emerging markets. International Marketing Review, 24(2), 208–238. doi: 10.1108/02651330710741820
(43) Samaha, S. A., Beck, J. T. & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), 78-98. doi: 10.1509/jm.13.0185
(44) Teece, D. J. (2014). A dynamic capabilities-based entrepreneurial theory of the multinational enterprise. Journal of International Business Studies, 45(1), 8-37. doi: 10.1057/jibs.2013.54
(45) Torres, Z. (2014). Administración estratégica. México: Patria.
(46) Trudgen, R. & Freeman, S. (2014). Measuring the performance of born-global firms throughout their development process: The roles of initial market selection and internationalisation speed. Management International Review, 54(4), 551-579. doi: 10.1007/s11575-014-0210-y
(47) Westhead, P., Wright, M., Ucbasaran, D. y Martin, F. (2001). International market selection strategies of manufacturing and service firms. Entrepreneurship and regional development, 13(1), 17-46. doi: 10.1080/089856201750046793
(48) Williams, D. W. & Grégoire, D. A. (2015). Seeking commonalities or avoiding differences? Re-conceptualizing distance and its effects on internationalization decisions. Journal of International Business Studies, 46(3), 253-284.
(49) Ye Sheng, S. & Mullen, M. (2011). A hybrid model for export market opportunity analysis. International Marketing Review, 28(2), 163-182. doi: 10.1108/02651331111122650
(50) Zschocke, M. S., Mantin, B. & Jewkes, E. (2013). Competitive market selection with timing and capacity decisions. IEEE Transactions on Engineering Management, 60(1), 88-98.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Aquellos autores/as que tengan publicaciones con esta revista, aceptan los términos siguientes:
Esta revista está bajo una Licencia Creative Commons Reconocimiento-NoComercial 4.0 Internacional License. Los artículos se pueden copiar, distribuir, adaptar y comunicar públicamente, siempre y cuando se reconozcan los créditos de la obra y se cite la respectiva fuente. Esta obra no puede ser utilizada con fines comerciales.
Para aumentar su visibilidad, los documentos se envían a bases de datos y sistemas de indización.
El contenido de los artículos es responsabilidad de cada autor y no compromete, de ninguna manera, a la revista o a la institución.
