Market expansion strategy: development of a conceptual market expansion decision scorecard

Abstract

Abstract Research related to market expansion strategy has primarily focused on assessing the ‘fit’ between the organization and external factors such as market attractiveness, competitive advantage and risk, with minimal attention to internal factors such as organizational structure, management systems and corporate culture. The external factors are key ingredients in the formulation of a plan, however the internal factors are key drivers to the successful implementation of such a plan. A review of the literature on market expansion strategy theory is examined to identify the most appropriate theoretical base for developing an integrated model for assessing various market expansion strategies based on external and internal factors. The relationship among internal and external factors and the resources, risk and control inherent to each mode of market expansion are used to develop a model which provides direction as to the appropriate market expansion decision. Copyright © 2003 John Wiley & Sons, Ltd.