Assessing Industry Market Potential
12.4 Understand how companies conduct in-depth assessment of industry-specific market potential.
The methods for screening countries discussed so far provide insights on individual markets and reduce the complexity of choosing appropriate foreign locations. Once the number of potential countries has been reduced to a manageable few, the next step is to conduct an in-depth analysis of each. In earlier stages, the researcher examined macro-level indicators. Now, because market potential is industry-specific, the researcher narrows the focus to industry-level indicators.
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