Customer value based entry decision in international markets

H. Evanschitzky, F. van Wangenheim

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Market entry decisions are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This article presents some conceptual ideas about a customer value based market selection model. The metric International Added Customer Equity(IACE), a straight forward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.
LanguageEnglish
Pages79-91
Number of pages12
JournalJournal of Relationship Marketing
Volume5
Issue number1
DOIs
Publication statusPublished - Apr 2006

Fingerprint

International markets
Market entry
Customer value
Market selection
Decision criteria
Customer equity
Selection model
International marketing
Strategic choice
Export markets

Keywords

  • customer equity management
  • international markets
  • market entry decision

Cite this

Evanschitzky, H. ; van Wangenheim, F. / Customer value based entry decision in international markets. In: Journal of Relationship Marketing. 2006 ; Vol. 5, No. 1. pp. 79-91.
@article{3f8219f5834b4e5b8733134915c8d780,
title = "Customer value based entry decision in international markets",
abstract = "Market entry decisions are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This article presents some conceptual ideas about a customer value based market selection model. The metric International Added Customer Equity(IACE), a straight forward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.",
keywords = "customer equity management, international markets, market entry decision",
author = "H. Evanschitzky and {van Wangenheim}, F.",
year = "2006",
month = "4",
doi = "10.1300/J366v05n01_06",
language = "English",
volume = "5",
pages = "79--91",
journal = "Journal of Relationship Marketing",
issn = "1533-2667",
number = "1",

}

Customer value based entry decision in international markets. / Evanschitzky, H.; van Wangenheim, F.

In: Journal of Relationship Marketing, Vol. 5, No. 1, 04.2006, p. 79-91.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Customer value based entry decision in international markets

AU - Evanschitzky, H.

AU - van Wangenheim, F.

PY - 2006/4

Y1 - 2006/4

N2 - Market entry decisions are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This article presents some conceptual ideas about a customer value based market selection model. The metric International Added Customer Equity(IACE), a straight forward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.

AB - Market entry decisions are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This article presents some conceptual ideas about a customer value based market selection model. The metric International Added Customer Equity(IACE), a straight forward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.

KW - customer equity management

KW - international markets

KW - market entry decision

UR - http://www.informaworld.com/smpp/content~db=all~content=a902692937

UR - http://dx.doi.org/10.1300/J366v05n01_06

U2 - 10.1300/J366v05n01_06

DO - 10.1300/J366v05n01_06

M3 - Article

VL - 5

SP - 79

EP - 91

JO - Journal of Relationship Marketing

T2 - Journal of Relationship Marketing

JF - Journal of Relationship Marketing

SN - 1533-2667

IS - 1

ER -