The purpose of this paper is to develop a new method that allows corporate strategists to scan for profitable growth opportunities by extending the firm's product offering to new (foreign) markets.
The methodology consists of developing and applying a new conceptual framework – MATCH – which assesses the potential value creation in relation to the business model adaptations that need to be made to enter a new market.
The paper shows that traditional methods of calculating the attractiveness of new markets may be misleading if not all elements of the business model are aligned with the contextual conditions (institutional, economic, social.) prevailing in the new market.
The method is illustrated for entering new foreign markets but lends itself to wider applications in the area of product diversification.
Without asking for extensive data collection, the method yields practical insights about the attractiveness of entering new markets and business model adaptations that need to be made.
The MATCH framework is an original and practical approach that builds upon and extends essential insights originating from the related diversification literature.
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