Customer value based entry decision in International markets the concept of International Added Customer Equity

Heiner Evanschitzky, Florian v. Wangenheim

Research output: Contribution to journalArticle

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 straightforward decision criterion derived from the customer equity concept is presented as an additional decision criterion for export market selection and ultimately market entry.
Original languageEnglish
Pages (from-to)79-91
Number of pages13
JournalJournal of Relationship Marketing
Volume5
Issue number1
DOIs
Publication statusPublished - 4 Apr 2006

Keywords

  • customer equity management
  • international markets
  • market entry decision

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