Evanschitzky, H. and van Wangenheim, F. (2006) Customer value based entry decision in international markets. Journal of Relationship Marketing, 5 (1). pp. 79-91. ISSN 1533-2667Full text not available in this repository. (Request a copy from the Strathclyde author)
Market entry decisions are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This article presents some conceptual ideas about a customer value based market selection model. The metric International Added Customer Equity(IACE), a straight forward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.
|Keywords:||customer equity management, international markets, market entry decision, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||18 Mar 2010 11:45|
|Last modified:||06 Jan 2017 06:32|