Assessing the attractiveness of turbulent markets: The Ukrainian experience

Abstract

The uncertain market conditions in Eastern Europe pose new challenges for marketing planning. Techniques such as risk analysis and matrices may not be applicable in assessing the attractiveness of markets, which are subject to discontinuous change. This paper analyses 15 cases of entry into Ukraine by western Multi‐national Corporations. The process whereby they assessed the risks and opportunities of operation in the market are studied. The implications of the findings of this study are discussed.