Abstract
National markets differ in terms of market attractiveness, due to variations in the economic and commercial environment, growth rates, political stability, consumption capacity, receptiveness to foreign products, and other factors. This research proposes and illustrates the use of complementary approach to assessment of Bulgaria, Macedonia, Romania and Croatia market potential. We have studied the market potential of four countries for two years – 2002 and 2008. The main purpose is to establish that the market potential is not consistent during time and its dynamics. These seven variables represent the six fundamental dimensions and have to consider when determining the overall attractiveness of a market. Next, an index was created from the statistical values of the seven variables and their position into a scale of zero to one by a formula. We try to solve the problem so as to compare the market potential of selected countries and to find ways to improve it.
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