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A hybrid model for export market opportunity analysis

Shirley Ye Sheng (Andreas School of Business, Barry University, Miami, Florida, USA)
Michael R. Mullen (Department of Marketing, The College of Business, Florida Atlantic University, Fork Lauderdale, Florida, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 26 April 2011




The purpose of this paper is to propose a new model for export market opportunity analysis by combining the marketing‐based overall market opportunity index (OMOI) with the economic‐based gravity model in order to more accurately assess export market potential, in total and for specific industries.


Variables from the gravity and OMOI models are used to analyze export market opportunities for specific industries. Findings – Market size, economic intensity, geographic and language distance, and regional trade agreements (RTAs) are found to be strong predictors of export market attractiveness from a US firm's perspective. Foreign direct investment (FDI) is found to act as both a substitute for and a complement to exports. Cultural distance, based on Hofstede, is not a significant predictor for exports.


The authors' hybrid model extends previous OMOI models and is applied to industry‐level analysis.



Ye Sheng, S. and Mullen, M.R. (2011), "A hybrid model for export market opportunity analysis", International Marketing Review, Vol. 28 No. 2, pp. 163-182.



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Copyright © 2011, Emerald Group Publishing Limited

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