Market entry decision support for evaluating external environments
by Heng-Li Yang, Wei-Lun Chang
International Journal of Internet and Enterprise Management (IJIEM), Vol. 3, No. 4, 2005

Abstract: To create competitive advantages, international enterprises frequently must consider expanding into foreign markets. When an enterprise decides to enter a new foreign market, its marketing department must deliberate on all relevant aspects of the move and cooperate with other departments to make appropriate marketing decisions. Certain information thus will be requested. Meanwhile, the organisation may have previously made other similar decisions. However, how to apply organisational memory is important for saving resources and preventing mistakes. This work focuses on external environment assessment from a marketing department perspective. This study combines the concepts of intelligent agent, text mining and organisational memories. Moreover, this study also implements a marketing decision support prototype. This prototype can also be used to provide organisational memories of past decision knowledge, or to stimulate new ideas.

Online publication date: Sat, 21-Jan-2006

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