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 1533-2667
Full text not available in this repository. (Request a copy from the Strathclyde author)Abstract
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.
| Item type: | Article |
|---|---|
| ID code: | 9324 |
| Keywords: | customer equity management, international markets, market entry decision, Marketing. Distribution of products |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Related URLs: | |
| Depositing user: | Strathprints Administrator |
| Date Deposited: | 18 Mar 2010 11:45 |
| Last modified: | 12 Mar 2012 10:51 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/9324 |
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