Abstract
In this article, a method is developed for choosing an appropriate product-market strategy, given the relative endowments of the exporter and the possible target countries. It is argued that in selecting product-markets for exports, competitive advantage as well as export potential are important. Furthermore, competitive advantage should be computed on the basis of marketing and technological factors in addition to traditional factors. The method for evaluating product-markets is illustrated by means of a simulation using hypothetical data. Considerations in addition to comparative advantage and export potential such as barriers to entry and social and political compatibility are also discussed. Guidelines for implementing the proposed model are provided.
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