Vol. 9 No. 2 (2021): Business & Management Studies: An International Journal
Articles

Determining strategies for entrance to foreign markets: An analysis based on analytical hierarchy process (AHP)

Metin Çakıroğlu
Res. Asst., Giresun University
Esin Can
Prof. Dr., Yıldız Technical University

Published 2021-06-25

Keywords

  • Türk Çokuluslu İşletmeleri,
  • Pazara Giriş,
  • Pazara Giriş Stratejileri,
  • Analitik Hiyerarşi Prosesi
  • Turkish Multinational Enterprises,
  • Market Entry,
  • Market Entry Strategies,
  • Analytical Hierarchy Process

How to Cite

Çakıroğlu, M., & Can, E. (2021). Determining strategies for entrance to foreign markets: An analysis based on analytical hierarchy process (AHP). Business & Management Studies: An International Journal, 9(2), 714-736. https://doi.org/10.15295/bmij.v9i2.1776

Abstract

In today’s global world, the developing countries are pretty active players both as a market and as an international investor in line with internationalization strategies. Investing in one or more countries are seen as strategically necessary by companies located in developing countries, and they search for ways to enter markets.

This research aims to develop a methodology to identify the alternatives for foreign markets entry strategies and facilitate managers who are volunteering to enter foreign markets like Turkey. The methodology deals with the risks and uncertainties associated with foreign markets access strategies and guides entry. The research has been designed with the Analytical Hierarchy Process (AHP) since it allows selecting the most suitable strategy among diffent alternatives and enabling enterprises to make more accurate and straightforward decisions to confront uncertainties in the host country. In the research, the factors of the host country have been determined the main criterion of highest importance among the main criteria of influencing market entry.  Therefore Turkish Multinational Enterprise (TMNE) choose joint venture and foreign direct investment strategies that provide a high level of control power among a range of market entry alternatives at a higher grade. 

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