ABSTRACT
In the era of worldwide information exchange and further globalisation, in which more and more enterprises operate internationally, it is becoming increasingly important for enterprises to make well-founded choices with regard to the countries or regions in which the products and/or services will be sold. With the International Market Research model, an enterprise can select the most interesting regions from a group of countries or regions that are of interest for doing business. The risks of doing business internationally are thereby strongly reduced. The model is based on a number of components that were developed by S. Hollensen and combined, they give an overview of the risks and possible market opportunities in the selected regions or countries. The research extends over three subjects: A-, B- and C-countries, the Business Evaluation Risk Index index and the competition. The combination of market attractiveness and the intensity of the competition determines whether an enterprise falls in the category of A-, Bor C-country.
