The selection of an entry mode strategy into foreign markets under conditions of environmental uncertainty: A new approach to the market analysis using a spreadsheet to process quantitative fuzzy data

The purpose of this paper is to offer managers an innovative and efficient methodology of analysis by which they can gain a more realistic perception of the environment. Hence decision making related to the selection of entry strategies will be done based on more reliable information. In order to achieve this objective, the authors consider it is relevant to set this model of analysis within the background of the internationalization process. A practical case study is included to demonstrate the major advantages of this model.