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The purpose of this paper is to review issues pertaining to estimating market potential for consumer services which may cause underestimates of market potential and result in inappropriate marketing strategies. Particular attention is paid to the issue of double counting disqualified individuals.

The process of estimating market potential for consumer services is described. Attention is paid to the role of factors that disqualify groups of individuals from inclusion in the relevant market and the problem of double counting disqualified individuals. Secondary data for enlistees in the United States Army are used to illustrate the process.

The United States Army's estimate of its market potential was approximately twice as large as previous estimates when the double‐counting of disqualified individuals was eliminated.

This is the first study appearing in the academic literature that directly addresses the issue of double‐counting disqualified individuals when estimating market potential. It is intended to raise awareness of the issue and lead to a more thorough coverage of the topic in marketing textbooks and other practitioner‐related materials.

The process of estimating market potential applies to a broad range of service industries in which the double counting of disqualified individuals is an important issue. More accurate estimates of market potential can lead to more effective marketing strategies and improved allocation of marketing resources.

A review of the literature indicates that, surprisingly, no previous studies have addressed these important issues. This article helps to fill that void.

Traditional market selection analysis relies on purely macroeconomic and political factors and fails to account for an emerging market's dynamism and future potential. The objective of this paper is to present a tool composed of four criteria specific to the preliminary assessment of emerging markets (EM) as international expansion opportunities.

Based on the literature pointing out the limitations of international market selection (IMS) models and the need for a specialized approach, additional criteria are introduced to assess emerging market potential. Review of prior work on internationalization, EM and market selection provided the rationale for the selected criteria. Using secondary data and primary data from a sample of 500, the proposed criteria are applied to the assessment of an emerging market for US apparel specialty retailers.

Assessment of the emerging market with the criteria introduced revealed growth and sourcing opportunities that might otherwise have been overlooked. Case application exposed strong future market potential, manageable level of cultural distance, supportive and developing local industry and positive customer receptiveness for foreign products and business. The findings illustrate the need to improve and supplement assessment criteria of traditional analysis for EM.

Follow‐up studies validating, integrating and determining the relative importance of the criteria introduced will contribute to the development of an assessment model for EM.

A useful complementary tool for international marketers.

The paper develops the body of knowledge on IMS by addressing the shortcomings of traditional analysis and expands the two prior studies on emerging market potential.

The purpose of this paper is to provide an integrated framework of complex relations among innovation characteristics, organizational capabilities, innovation potential and innovation performance.

The model is tested using partial least squares (PLS) modeling and 22 high- (96 respondents) and 16 (93 respondents) low-performing innovation projects from nine companies from the European industry.

The results show that the level of innovativeness of the project is an important determinant of product potential, whereas the complexity entailed in innovativeness entices integrative communication among innovation project team members. As expected, projects which are new to the company are related negatively to adequateness of the existing functional capabilities of the firm. The negative effects can be mitigated through integrative communication capabilities. Management can foster communication and knowledge integration through adequate databases and communication structures as well as social relations. Also, higher project potential and successful project performance can be attained through focus on product superiority and quality but also on speed of product introduction into the market.

An integrated framework which includes innovation characteristics, organizational capabilities which bring together project execution proficiency and synergy of firm capabilities with the innovation project, as well as innovation potential and performance is absent in the existing literature. The absence of an integrated framework may be the reason why still a large number of innovation projects result in failure. The emphasis on management of complexities in innovation in the paper requires the focus on the under-explored effect of innovativeness and newness of innovation projects on the functional and integrative communication capabilities of firms. While studies which focus on the synergy between firm capabilities and the innovation project regard mainly the functional capabilities, the inclusion of also the integrative communication capabilities allows the present paper to integrate the synergy view with the view that proficiency of project execution is decisive for innovation project performance (Harmancioglu et al., 2009).

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms.

Using the cultural, administrative, geographic, and economic distance framework proposed by Ghemawat, the authors offer empirical support for the role of different distance factors on firms' foreign market acquisition behavior. In addition, they examine the moderating role of market potential of a target country on the relationship between distance factors and target market selection. The context of the paper is multinational firms from developing countries. The sample consists of cross‐border acquisitions (CBAs) completed by firms from 18 emerging countries between 1990 and 2006. The authors use ordinary least squares and moderated regression analysis to determine the main effect of distance factors and the interaction effect of market potential.

The authors find that while cultural and geographic distance factors have a significant, negative impact on the number of CBAs, administrative and economic distances have a significant, positive effect. They also find that the market potential of target countries significantly moderates the relation between the distance factors and the number of CBAs.

The results show that the market potential of countries compensates and sometimes even overrides the role of distance. Future studies should expand this research to include industry‐specific factors.

The paper provides an empirical illustration of Ghemawat's distance framework. In addition, the paper highlights several boundary conditions of the impact of distance factors on firms' internationalization processes. Finally, the study enhances knowledge on foreign market entry behavior of firms from developing countries.

The purpose of this paper is to develop and test a theoretical model of managerial decisions involving international market entry.

The authors propose a mathematical model that seeks the optimal level of cultural distance between the host and the home country and the market potential of the host country that maximizes a firm's investment in an international market. The authors illustrate the intuition and the managerial application of the model using a large data set of cross‐border acquisitions, then the results of this data set are used to validate the model in a specific data context.

The authors find that cultural distance and market potential have curvilinear and interaction effects on the level of equity participation. The empirical results are further used to conduct sensitivity analysis of decisions for changes in parameters.

The authors’ general approach can be used to analyze any two variables that have interaction effect on a variable of interest related to market entry strategies.

The authors illustrate the intuition and the managerial application of the model using a large data set of cross‐border acquisitions. Managers can use this approach in choosing CBA targets.

The study provides a mathematical framework and an empirical illustration of optimizing the cultural distance and market potential for maximizing equity participation in foreign market acquisitions. This is a new unique contribution to the literature.

Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.

The aim of the proposed classification approach of potential market alternatives (CAPMA) is to provide exporting countries with a framework for identifying potential market opportunities for their products or services.

In today's global market conditions, with competition increasing daily, companies, businesses and states must seek new markets at the national and international level. Target market selection is a strategic process that directly affects the success of an organization and can lead to important results in the short and long term. The process requires systematic research and digitization of data to analyse target markets.

The study tested the proposed approach by analysing Turkey's potential markets for hazelnut exports and identifying new target markets. A significant part of Turkey's hazelnut exporting is confined to the European geography of Turkey, the leading country in hazelnut production and export. Twenty potential markets were evaluated on the basis of 11 criteria, and feasible alternatives were categorized into four classes. The study revealed that the USA, India, the United Kingdom and Japan were in the category of markets with the greatest potential for increasing exports (Dimension 1).

This study has developed a novel approach that allows the comparison of the current market situation with potential market outcomes and creates an accurate classification of target markets.

Presents results from cross‐section and conditional logit models estimating the probability of participation by married women. One version of each specification uses potential experience and the other a measure of the number of years worked in the market since the age of 18. A series of cross‐section logit models, representing a threshold analysis of the decision to work in the market, appears to be inappropriate, when unmeasured characteristics influence the probability of participation. Hence, reports results from a conditional logit model controlling for fixed effects. These results confirm the cross‐section findings regarding the limitation of potential experience. The results suggest that potential experience reflects the negative effects of ageing on the probability of participation rather than the positive impact of training or tastes for market work.

Issues such as managing brand image, assessing advertising medium effectiveness and collecting market intelligence are common practice for higher education institutions (HEIs). Consequently, understanding the information needs of potential students to the HEI when they make their decisions is paramount. The aim of this survey is to analyse the decision‐making criteria of new undergraduates enrolling at a UK HEI on their first day in terms of marketing activities employed throughout the decision‐making period during their last 12 months. Focusing in particular on the effectiveness of the dissemination of information with the influences on their decisions of whether or not to keep this HEI in their preferred set and to enrol (purchase) will be investigated.

The research was designed to establish the key marketing communication activities that contribute to the student decision‐making process. A survey of 318 students enrolling on their first day at a Welsh (traditional) university was achieved from a sampling frame of 469. In order to supplement the literature, four semi structured in‐depth interviews with university staff (the School Manager, School Admissions Tutor, Head of Central Marketing, and Head of Central Recruitment) were also held. These interviews identified the key marketing communication themes (information sources with the application of new technologies in disseminating information during the decision‐making period) that acted as the foundation for the questionnaire. The respondents were asked to consider each phase of the decision‐making process and rank the information sources that had the most impact upon them. Hence a critical incident approach was employed.

The results show that the respondents did receive adequate information, with details of the programme of study being most important, but they would have preferred greater use of electronic sources and especially from current undergraduates on a regular basis. If the HE senior management knows the impact in terms of the timing and content of marketing activities on potential HE students, there is a better chance of matching the information sources to the needs of the students.

HEIs can do more for potential HE students by trying to offer the most relevant information that will satisfy each of their information needs. It is beneficial for all parties concerned that potential students are better informed and prepared to make those decisions. This is especially true as potential students are frequently young and living at home, planning to consume this “good experience” over a relatively long period of time, and the financial risks with opportunity costs involved are substantial. By addressing potential students' concerns and offering more “tailor‐made” communication strategies to suit them, HEIs can easily segment the market place and then position themselves within the competitive environment.