Aplicación de un método multicriterio en la enseñanza de la investigación de mercados internacionales.

Application of a multi-criteria approach in the teaching of international market research.

INTERNATIONAL markets; CONSUMER price indexes; EXPORT marketing; UNEMPLOYMENT statistics; ECONOMICS; INTERNATIONAL business enterprises; ANALYTIC hierarchy process; ANALYTIC network process

HONDURAS; ECUADOR; COLOMBIA

The aim of this paper is to present the application of a methodology that seeks facilitating the teaching about the selection of international markets, focused on firm internationalization. The existing literature that validates this type of approach for decision-making is analyzed, identifying the general factors that have influence on the selection of new export markets. Then a new economic factor is proposed with a series of sub-factors to be analyzed, such as country risk, consumer price index, GDP per capita and the unemployment rate. The analytic hierarchy process technique was developed in order to rank the judgments made by ten chemical companies for each of the previously established dimensions. The results suggest that factors such as costs, logistics, trade barriers, economics, and environment and culture are taken into account, in this order of importance, for the exportation of chemical products from Colombia; while the most attractive markets for this case are the United States, Honduras and Ecuador. [ABSTRACT FROM AUTHOR]

El estudio presenta la aplicación de una metodología que busca facilitar la enseñanza sobre la selección de mercados internacionales, enfocada en la internacionalización de empresas. Se analiza la literatura existente que valida este tipo de enfoque para la toma de decisiones, identificando los factores generales que influyen en la selección de nuevos mercados de exportación. Luego se propone un nuevo factor de tipo económico con una serie de sub-factores a analizar, tales como riesgo en país, índice de precios al consumidor, PIB per cápita y tasa de desempleo. Se desarrolla la técnica de proceso analítico jerárquico para establecer la importancia relativa de los juicios emitidos por diez empresas del sector químico para cada una de las dimensiones previamente establecidas. Los resultados sugieren que los factores costos, logística, barreras comerciales, económico, y entorno y cultura son tenidos en cuenta en este orden importancia para la exportación de productos químicos desde Colombia; mientras que los mercados más atractivos para este caso son Estados Unidos, Honduras y Ecuador. [ABSTRACT FROM AUTHOR]

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