Designing a domestic meth mix and analysis network process (ANP) to identify and rank the factors affecting into international markets.
Abstract
Globalization, as a dominant phenomenon in the global economy, makes the issue of entry into global markets more relevant and complex. How to enter the legal boundaries of the country, understand the strengths and weaknesses of the company and recognize its capabilities. Choosing the optimal way to enter the international markets is considered as a factor as a sustainable competitive advantage. Considering the importance of the subject of this research, identification and prioritization of the identification and ranking of effective factors on the method of entering international markets. To achieve the research goal, an expert questionnaire was distributed to managers and international marketing experts based on the hierarchical model.
After verifying and verifying the reliability and validity of the data gathering tool, the research, using the DEMATEL technique, revealed the relationship between the components affecting the method of entering the international markets and the corresponding network model was mapped. The questionnaire was then designed according to the network model. The data on this questionnaire is, in fact, the data of the matrix of paired samples matched to the network model, which was used as an input to the ANP method.
The results of the ANP and DEMATEL combined approach for determining the weight of the criteria and prioritizing the effective factors indicate that among the factors, the factors related to the target country (with a weight of
0.345) have the highest degree of importance and factors associated with the company (weight 0.345) are the least important degrees.
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