ABSTRACT
This chapter discusses different approaches to international market selection, and explores how different strategic positions influence the thinking of management. It furthermore examines how different positions in the Strategic Windows framework influence the market selection process. The chapter also explores the various roles that different markets play in the portfolios of firms. It then discusses a systematic approach to market selection that does not involve massive efforts from the manager. International market selection is not made in a vacuum; the context is that of the firm, and of the specific decision-makers inside the firm. By way of using the Strategic Windows model, the chapter identifies four different types of market selection approaches: Unsystematic or random, Systematic multinational, Customer-oriented and Global systematic market selection. Finally, market selection also involves prioritising between primary and secondary markets. These two categories can be subdivided into different classes of markets, enabling management to devise appropriate strategies for each individual market.
