A Multidimensional Approach to International Market Selection and Nation Branding in Sub-saharan Africa

Schühly, Andreas; Tenzer, Helene

doi:10.1080/23322373.2017.1375812

Cited by 5 publications

(5 citation statements)

References 108 publications

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“…Following this line, when comparing the different markets for the purchase of textiles through the judgment of the experts and the specific data for each destination, it was observed that the general aspects cultural environment and logistics presented a similar range of amplitude in their data, while the rest of the general factors obtained a greater dispersion over it, indicating that the categories of greatest importance for the textile sector were in turn those with the greatest disparity between the variables and that these would be determining factors when listing the markets with the best characteristics for export, as shown in Figure 4, demonstrating a latent duality in terms of the differences between the sets of factors and their relative importance within the overall ratio, as reflected in previous studies that have also used this type of tool such as those developed by Schühly and Tenzer (2017), finding notorious disparities within the most relevant set of variables or, in contrast, the case highlighted by Facco (2019) where, despite addressing a robust conglomerate of variables, those sets with minor differences and more uniform aspects among them, obtained the highest level of relevance with respect to the other groups measured.…”

Section: Resultsmentioning

confidence: 68%

“…In relation to the above, it is also necessary to highlight that the combination of different methodologies of MCDM allows complementing the tools for decision-making in a more precise and appropriate way (Yu et al, 2011;Wang and Chan, 2013). The extensive use of these tools derives from their usefulness in reducing the uncertainty generated in the international environment, where multiple factors intervene and the use of strategies focused on business reality becomes necessary (Marchi et al, 2014;Schühly and Tenzer, 2017).…”

Section: Literature Review: Dimensions Involved In the International Marketmentioning

confidence: 99%

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International market selection: an application of hybrid multi-criteria decision-making technique in the textile sector

Vanegas-López

Rojas

López-Cadavid

et al. 2020

RIBS

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Purpose The selection of an international market (IMS) is a prime factor in the success and growth of a company. Therefore, the purpose of this study is to consolidate and apply a systematic methodology that contributes toward the evaluation of international markets and promotes entry into the export market of Antioquia’s textile companies. Design/methodology/approach Through a systematic literature review, the criteria and sub-criteria involved in the IMS process are identified and a total of 5 general criteria and 23 sub-criteria are selected. A hybrid approach is used to address the gap. In total, a multiple case study of 11 companies from different range of export values are selected. Data analysis is conducted using two multiple criteria decision-making (MCDM) models, namely, the analytic hierarchy process for weighting the factors and the technique for order of preference by similarity to the ideal solution for the country selection ranking. Findings The results demonstrate the applicability of the hybrid MCDM technique to improve IMS decision-making in the textile sector and other sectors. It is found that Canada, Belgium and the UK are the best destinations for textile exports with a selection score of 0.7716, 0.7488 and 0.7337, respectively. The sub-criteria belonging to the dimensions of trade barriers, economic factors and costs are the main factors affecting the export of a textile-clothing product. Research limitations/implications The possibility of achieving a generalized result through this case study is not possible, but the methodological application carried out is a novel for the selection of markets in the Colombian case and within the literature available in the domain. Practical implications From the managerial point of view, firms associated with trade have a broader vision when looking for new markets. Emerging entrepreneurs can equip themselves to enter the international market. Practitioners and policymakers can also use this methodology, which will allow them to evaluate new markets to outline promotional strategies for positioning products abroad. Social implications To facilitate the selection of international markets for enterprises. Originality/value The contribution of the study is twofold. First, the combination of techniques will allow wider support for the selection of markets and act as a decision support system. On the other hand, this is the first time that such a methodology is used for IMS in the exporting sector not only in Colombia but also in Latin America. Finally, the detailed methodological process described in the study allows both academicians and decision-makers to replicate the study in other contexts and scenarios.

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Section: Resultsmentioning

confidence: 68%

Section: Literature Review: Dimensions Involved In the International Marketmentioning

confidence: 99%

International market selection: an application of hybrid multi-criteria decision-making technique in the textile sector

Vanegas-López

Rojas

López-Cadavid

et al. 2020

RIBS

View full text Add to dashboard Cite

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“…Balkan countries' branding strategies are mainly based on health tourism and social engagements (Sziva et al, 2017). Many African countries prioritize cultural, social, and economic attributes to promote their brands (Schühly, Tenzer, 2017). Concerning Arab countries, some of them, such as Saudi Arabia or Qatar, suffer from a bad reputation because of different issues related to gender inequality and respect for women's rights (Tohme, 2019).…”

Section: Branding Countries Through Public Eventsmentioning

confidence: 99%

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Medina Aguerrebere,

Burgess,

Chadli

et al. 2023

J. Adv. Res. Soc. Sci.

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Countries implement corporate communication initiatives to improve their international relations, achieve business objectives, and strengthen their brands. Nation branding activities are mainly based on international events: sports, culture, and social issues. This paper evaluates the Dubai Expo 2020’s impact on the United Arab Emirates brand. We conducted a literature review about nation branding, and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries (United States, Russia, France, and Germany) covered this event from a journalistic and corporate communication perspective. Our results proved that 82 articles were published about this topic; on the other hand, the most common criteria respected by these companies were quoting organizers (n=61), using the Expo’s logo (n=45), and the image of a falcon (n=43). We concluded that most media companies focused on facts related to the Expo 2020 and made references to the country’s identity (values, flag, falcon); however, most of them did not include links to the Dubai Expo and UAE public authorities’ websites.

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“…Within the context of IMS research, the use of quantitative tools and models such as logistic regression, gravity models, optimization algorithms and fuzzy logic has become relevant, which have been useful to improve decision making in organizations (Alexander et al, 2011;Van den Heuvel et al, 2012;Marchi et al, 2014;Viswanathan & Jha, 2019). However, when faced with situations in which multiple variables and alternatives are involved, the multicriteria analysis models stand out for decreasing the levels of uncertainty and glimpsing the best options in complex problems, similarly to those faced by companies on their way to internationalization or seeking to reach new international markets (Górecka & Szałucka, 2013;Schühly & Tenzer, 2017). Thus, the effectiveness of multicriteria tools has allowed solving problems in diverse contexts, such as risk management, benchmarking, and supplier selection (Narasimhan et al, 2006;Brito et al, 2010;Carnero, 2014).…”

Section: The Relevance Of Information Processing In International Mar...mentioning

confidence: 99%

Hybrid multicriteria technique for international markets selection based on the analytic hierarchy process

Rojas

López-Cadavid

Mackenzie-Torres

et al. 2022

RAM, Rev. Adm. Mackenzie

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Purpose: To present a rigorous technique for merchandise companies that are internationalizing and pursuit the best options of export markets to direct their products. Originality/value: The literature suggests that companies, especially small and medium enterprises (SME), due to their lack of experience when participating in international business, tend to employ uncertainty processes that affect in decision making when exporting. For this reason, an innovative multivariable technique for international markets selection (IMS) is presented, in which factors such as trade barriers, economics, cost, logistics and culture are considered. Design/methodology/approach: Consulting different databases obtained from the internet, it was possible to analyze the factors indicated above, which, in turn, are integrated by different variables. Thus, this work used a multivariable methodology and/or technique that is complemented with the analytic hierarchy process (AHP) to assign the weights of each factor and their respective variables; all this, including a survey among experts and members of the foreign trade department of the company under study, in this case, dedicated to the production of confectionery. Findings: According to the statistical data processed with the multivariable technique and weighted with the AHP process, the results suggest that by their score the best export markets are Ireland, Netherlands and Denmark. In this sense, the empirical evidence indicates that the pointed countries are the most attractive markets for the factors considered, as well as for their general features.

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A Multidimensional Approach to International Market Selection and Nation Branding in Sub-saharan Africa

Cited by 5 publications

References 108 publications

International market selection: an application of hybrid multi-criteria decision-making technique in the textile sector

International market selection: an application of hybrid multi-criteria decision-making technique in the textile sector

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Hybrid multicriteria technique for international markets selection based on the analytic hierarchy process

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