Abstract
To assist Ecuadorian chia seed producers in their quest for internationalisation. This article uses a case study to present a methodology which assists in the selection of the most suitable export market for a product. It is based on a diverse range of indicators grouped into 7 dimensions that were used to analyse the 27 member countries of the European Union in order to determine the most suitable export market for chia seeds from Ecuador. Germany is the biggest European importer of chia seeds with a 55% share, followed by the Netherlands, the United Kingdom and Spain. It presents a methodology for market selection that can be employed as a tool for international expansion which can easily be used by companies in search of the most suitable export market for their products.
Highlights
Nowadays, commercial activities are carried out in a context that is increasingly globalised and characterised by a decreasing number of import barriers, growing levels of competition and a rise in the number of opportunities for international expansion (Morton 1995, Górecka & Szałucka 2013)
The objective of this paper is to present a methodology for export market selection as a tool for international expansion, which can be used by companies when faced with the task of choosing the most suitable market for the internationalisation of a product
Spain scored 10.20%, Germany and the Netherlands both 6.20% in this category. When it comes to the dimension of legal and fiscal considerations, which is weighted at 8%, Spain obtained 6.40%, the Netherlands 6.10% and Germany 5.80% by evaluating indicators such as general VAT, VAT rate for chia seeds as well as indicators relating to intellectual property rights
Summary
Commercial activities are carried out in a context that is increasingly globalised and characterised by a decreasing number of import barriers, growing levels of competition and a rise in the number of opportunities for international expansion (Morton 1995, Górecka & Szałucka 2013). A company must, make several strategic decisions before initiating its international expansion, one of which is the selection of the most suitable market (Hingley et al 2009, Terán-Yépez & Santos-Roldán 2018). A wide range of macroeconomic, sociopolitical, purchasing power, public services and demand-related factors, trade indicators, as well as cultural and fiscal aspects must be taken into account when choosing a market for international expansion (Berbel-Pineda et al 2012). The objective of this paper is to present a methodology for export market selection as a tool for international expansion, which can be used by companies when faced with the task of choosing the most suitable market for the internationalisation of a product. This paper illustrates the usefulness of the method by presenting a case study describing the selection of the most suitable EU market for the export of Ecuadorian chia seeds. The scope of this paper is limited to a selection analysis based on company-external factors represented
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