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Building an International Financial Services FirmHow Successful Firms Design and Execute Cross-Border Strategies$
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Markus Venzin

Print publication date: 2009

Print ISBN-13: 9780199535200

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199535200.001.0001

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Where to compete? The logic behind market selection

Where to compete? The logic behind market selection

(p.120) 5 Where to compete? The logic behind market selection
Building an International Financial Services Firm

Markus Venzin

Oxford University Press

This chapter advances some of the arguments presented in Chapter 4 and develops a heuristic model that supports managers when choosing their next target market. Market selection and market entry mode choices often coincide and are hard to separate, and as such are often treated as one decision. Once a country has been selected for entry, it automatically has to be compared to the existing portfolio of geographical presence. Most financial services firms use portfolio matrices as a basis for their geographical investment decisions that measure the relative strengths of their own operations and the attractiveness of foreign markets. The chapter describes those two factors, the usefulness of portfolio matrices, and then discusses process aspects of market selection, that is, how management teams actually collect data on foreign markets and set investment priorities.

Keywords:   financial services firms, market selection, target market, foreign markets, market data, portfolio matrices

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