MCDM'25 - paper no. 2
MULTI-CRITERIA DECISION-AIDING IN INTERNATIONAL MARKET SELECTION: A CASE STUDY OF IKEA
Dorota Górecka, Małgorzata Szałucka
Abstract:
Foreign market entry (FME) is a strategic decision that significantly in-fluences a firm's competitiveness and long-term growth. However, the in-creasing complexity of international environments and the multiplicity of criteria involved make market selection a challenging task. This study aims to evaluate, compare, and classify alternative foreign markets within the preliminary stage of international market selection (IMS) using a case study approach. To support this process, three multi-criteria decision-aiding (MCDA) methods - EVAMIX, CoCoSo, and PROMETHEE II - are applied within the MAMIMCA framework, providing a structured and transparent approach to handling multiple and potentially conflicting eval-uation criteria. The analysis is conducted from the perspective of IKEA, one of the world's leading transnational corporations, and involves as-sessing eight candidate markets based on a set of economic, institutional, and industry-specific indicators. The study shows that final market rankings depend on both the selected MCDA method and the applied weighting approach. Across three methods - EVAMIX, CoCoSo, and PROMETHEE II - the results consistently identify Vietnam as the most favorable market for IKEA.
Keywords:
international market selection (IMS), foreign market entry (FME), market attractiveness, multi-criteria decision-aiding (MCDA), Multiple Assessment Multiple Importance Multiple Criteria Analysis, IKEA
Reference index:
Dorota Górecka, Małgorzata Szałucka, (2025), MULTI-CRITERIA DECISION-AIDING IN INTERNATIONAL MARKET SELECTION: A CASE STUDY OF IKEA, Multiple Criteria Decision Making (19), pp. 24-52
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