Diseñando un-house domestic mixto and un análisis de procesos de redes (ANP) para identificar e classificar os fatores que afetam os mercados internacionais.

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 of0.345) have the highest degree of importance and factors associated with the company (weight 0.345) are the least important degrees.La globalización, como fenómeno dominante en la economía global, hace que el tema de la entrada a los mercados globales sea más relevante y complejo. Cómo ingresar a los límites legales del país, comprender las fortalezas y debilidades de la empresa y reconocer sus capacidades. Elegir la forma óptima de ingresar a los mercados internacionales se considera como un factor como una ventaja competitiva sostenible. Considerando la importancia del tema de esta investigación, identificación y priorización de la identificación y clasificación de factores efectivos en el método de ingreso a mercados internacionales. Para lograr el objetivo de la investigación, se distribuyó un cuestionario de expertos a gerentes y expertos en marketing internacional basado en el modelo jerárquico.Después de verificar y verificar la confiabilidad y validez de la herramienta de recopilación de datos, la investigación, utilizando la técnica DEMATEL, reveló la relación entre los componentes que afectan el método de ingreso a los mercados internacionales y se mapeó el modelo de red correspondiente. El cuestionario se diseñó según el modelo de red. Los datos en este cuestionario son, de hecho, los datos de la matriz de muestras emparejadas que coinciden con el modelo de red, que se utilizó como una entrada para el método ANP. Los resultados del enfoque combinado ANP y DEMATEL para determinar el peso de los criterios y priorizar los factores efectivos indican que, entre los factores, los factores relacionados con el país objetivo (con un peso de 0.345) tienen el mayor grado de importancia y factores asociados con la compañía (peso 0.345) son los grados menos importantes.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