Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2018 | nr 2 (8) | 4--20
Tytuł artykułu

Assessment of the Attractiveness of Foreign Markets - a Case Study. Comparison of Armenia and Poland

Treść / Zawartość
Warianty tytułu
Języki publikacji
From the international marketing point of view, it is important to assess the attractiveness of the target country that can be interesting to foreign investors. It is worth analyzing all the possible opportunities and threats that may arise in each geographic market. It is also needed to assess the country's strengths and weaknesses and understand how these characteristic features can affect the company's growth perspectives. Each country has a specific political environment, sociodemographic features, economic situation, technological conditions, cultural identity, unique natural environment and legal rules. At the same time, there are regional and global geopolitical tendencies, common political structures, common economic conventions and elements of global culture. The specificity of the above-mentioned factors shapes a unique business environment that affects marketing strategies of entities that are planning to internationalize. This article will present a proposal of several criteria for assessing the attractiveness of foreign markets. These criteria will be selected because of their reliability and acceptability by various global institutions. This method can be used to estimate attractiveness of every country, but only two of them have been chosen for this article. Based on these indicators, the attractiveness of the Armenian market will be compared to Poland's attractiveness. The example of Poland in some areas because of its increasing attractiveness may be useful for Armenia and its government.(original abstract)
Opis fizyczny
  • University of Warsaw, Faculty of Management
  • 1. Birnleitner, H. (2014). Attractiveness of countries for foreign direct investments from the macro-economic perspective. Proceedings of FIKUSZ '14 Symposium for Young Researchers (pp. 29-40). Óbuda University.
  • 2. Central Statistical Office (Poland). (2017). Import & Export of Poland. Retrieved from (30.08.2018).
  • 3. Central Statistical Office (Poland). (2017). Unemployment rate in Poland. Retrieved from,4,1. html (30.08.2018).
  • 4. Country Economy. (2018). Global peace ranking. Retrieved from (30.08.2018).
  • 5. Czarny, E. (Ed.). (2005). Gospodarka Polska na przełomie wieków od A do Z. Narodowy Bank Polski.
  • 6. Davies, A. (2004, June). The role of religion in the economy. International Journal on World Peace, 21(2), 37-42.
  • 7. EF. (2018). 7th edition. English Profi ciency Index. Retrieved from (30.08.2018).
  • 8. EY. (2017). Mature leader of the CEE region EY's attractiveness Survey. Retrieved from Publication/vwLUAssets/EY_Attractiveness_Survey_Poland_2017/$FILE/EY-Attractiveness-SurveyPoland-2017.pdf (30.08.2018).
  • 9. Gallup. (2009). Importance of religion by country. Retrieved from html (30.08.2018).
  • 10. Górecka, D. & Szałucka, M. (2013). Country market selection in international expansion using multicriteria decision aiding methods. Multiple Criteria Decision Making, 8, 32-55.
  • 11. Government of Poland. (n.d.). Rodzina 500 plus. Retrieved from
  • 12. Grant Thornton. (2017). Women in business New perspectives on risk and reward. International Business Report.
  • 13. (2018). Historic inflation Poland - CPI inflation. Retrieved from ation-poland.aspx (30.08.2018).
  • 14. Internet live stats. (2016). Internet users by country. Retrieved from (30.08.2018).
  • 15. Investopedia. (n.d.). Retrieved from (30.08.2018).
  • 16. ITSG Global. (2017, September 6). IT industry in Poland. Retrieved from (30.08.2018).
  • 17. Karasiewicz, G. & Lemanowicz, M. (2005). Ocena atrakcyjności rynków zagranicznych przez małe i średnie przedsiębiorstwa. In Polski konsument i przedsiębiorstwo na jednolitym europejskim rynku (pp. 3-4).
  • 18. Koch, A.J. (2001). Factors infl uencing market and entry mode selection: Developing the MEMS model. Marketing Intelligence & Planning, 19(5), 351-361.
  • 19. KPMG. (2018). Retrieved from Corporate tax rates table: (30.08.2018).
  • 20. KPMG in Armenia. (2016). Investment guide Armenia. Retrieved from Investment_guide_Armenia.pdf (30.08.2018).
  • 21. McConnell, C., Brue, S., & Flynn, S. (2011). Macroeconomics: Principles, problems, & policies (18th ed.). McGraw Hill Education.
  • 22. Moore Stephens Europe. (2017). Doing business in Poland 2017. Brussels. Retrieved from https://www. Guides/Doing-business-in-Poland-2017.pdf?ext=.pdf (30.08.2018).
  • 23. Rączaszek, A. (2012). Demografi czne uwarunkowania rozwoju gospodarczego. Katowice: Publishing House of the University of Economics in Katowice.
  • 24. Russow, L. & Okoroafo, S. (1996). On the way towards developing a global screening model. International Marketing Review, 13(1), 46-64.
  • 25. The Global Economy. (2017). Political stability - Country rankings. Retrieved from https://www.theglobaleconomy. com/rankings/wb_political_stability/ (30.08.2018).
  • 26. The Global Economy. (2017). FDI, percent of GDP - Country rankings. Retrieved from https://www. (30.08.2018).
  • 27. The World Bank. (2018). Population growth (annual %). Retrieved from SP.POP.GROW?view=map (30.08.2018).
  • 28. The World Bank. (2018). GINI index. Retrieved from (30.08.2018).
  • 29. The World Bank. (2018). Ease of doing business index. Retrieved from EASE.XQ (30.08.2018).
  • 30. The World Bank. (2018). GDP growth (annual %). Retrieved from MKTP.KD.ZG (30.08.2018).
  • 31. The World Bank. (2018). GDP per capita (current US$). Retrieved from NY.GDP.PCAP.CD?view=map (30.08.2018).
  • 32. The World Bank. (2018). Logistics performance index. Retrieved from ?order=Infrastructure&sort=asc (30.08.2018).
  • 33. Trading Economics. (2018). Unemployment rate. Retrieved from unemployment-rate (30.08.2018).
  • 34. Trading Economics. (2018). Infl ation rate. Retrieved from ation-rate (30.08.2018).
  • 35. Trading Economics. (2018). Poland GDP. Retrieved from (30.08.2018).
  • 36. Transparency International. (2017, February 21). Corruption Perceptions Index 2017. Retrieved from https://www. (30.08.2018).
  • 37. United Nations Development Program (UNDP). (2016). Briefi ng note for countries on the 2016 Human Development Report - Poland.
  • 38. United Nations Development Programme. (2018). Human Development Reports - Gender Inequality Index (GII). UN. Retrieved from (30.08.2018).
  • 39. United Nations Development Programme. (2018). Human development reports (HDI values). UN. Retrieved from (30.08.2018).
  • 40. Worldometers. (2018). People living on Earth. Retrieved from (30.05.2018).
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.