Title: The evaluation of market attractiveness through the marketing intelligence approach: a tool for the SMEs

Authors: Antonio Iazzi; Oronzo Trio; Andrea Pandurino; Adriana Caione

Addresses: Department of Management, Economics, Mathematics and Statistics, University of Salento, via per Monteroni, Complesso Ecotekne, 73100 Lecce, Italy ' Department of Management, Economics, Mathematics and Statistics, University of Salento, via per Monteroni, Complesso Ecotekne, 73100 Lecce, Italy ' Department of Engineering for Innovation, University of Salento, via per Monteroni, Complesso Ecotekne, 73100 Lecce, Italy ' Department of Engineering for Innovation, University of Salento, via per Monteroni, Complesso Ecotekne, 73100 Lecce, Italy

Abstract: The aim of this paper is to investigate the business and marketing intelligence in order to highlight its impact on the internationalisation of the SMEs. Starting from the assumption that intelligence is part of the marketing strategy, we propose a marketing tool to measure the international market attractiveness. Following the existing literature, we employ different measures according to the importance of the variable and to the perspective of the product. We have focused our analysis on the markets of USA and Russia, by searching, identifying and inserting in the system the web addresses of pages or documents of the sources to assess for specific indicators. The tool is a first attempt to provide to the SMEs a way to start the international market analysis process. The outcome is a synthetic marker representing the level of market attractiveness.

Keywords: internationalisation; marketing intelligence; SMEs; market attractiveness; small and medium-sized enterprises; business intelligence; marketing strategy; international markets; USA; United States; Russia.

DOI: 10.1504/IJMABS.2015.072264

International Journal of Markets and Business Systems, 2015 Vol.1 No.2, pp.92 - 107

Received: 06 Nov 2014
Accepted: 09 Mar 2015

Published online: 07 Oct 2015 *

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