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International Marketing Review The role of context in assessing international marketing opportunities Susan P. Douglas, C. Samuel Craig, Article information: To cite this document: Susan P. Douglas, C. Samuel Craig, (2011) "The role of context in assessing international marketing opportunities", International Marketing Review, Vol. 28 Issue: 2, pp.150-162, https:// doi.org/10.1108/02651331111122641 Permanent link to this document: Downloaded on: 23 October 2017, At: 14:08 (PT) References: this document contains references to 24 other documents. To copy this document: [email protected] The fulltext of this document has been downloaded 6570 times since 2011* Users who downloaded this article also downloaded: (2011),"International market selection and segmentation: perspectives and challenges", International Marketing Review, Vol. 28 Iss 2 pp. 132-149 <a href=" ">https:// doi.org/10.1108/02651331111122632</a> (2007),"Market selection for international expansion: Assessing opportunities in emerging markets", International Marketing Review, Vol. 24 Iss 2 pp. 208-238 <a href="https:// doi.org/10.1108/02651330710741820"> ; Access to this document was granted through an Emerald subscription provided by emerald-srm:211301 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit for more information. About Emerald Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download. Downloaded by Universite du Quebec a Montreal At 14:08 23 October 2017 (PT)
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The role of context in assessing international marketing opportunities Susan P. Douglas and C. Samuel Craig Stern School of Business, New York University, New York, New York, USA Abstract Purpose – The choice of which country or countries to enter is a critical decision and needs to be made with considerable care and deliberation. Initial market entry decisions have typically focused on country evaluations based on macro-economic data. While appropriate in providing an initial screening of countries, other factors, notably contextual factors, can provide important insights in assessing international market opportunities. The purpose of this paper is to examine the impact of context at four distinct levels.
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