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A model for optimization of international market selection in a digital environment

Authors

Keywords
international markets, digital transformation, market selection optimization, multi-criteria analysis

Summary
This study proposes a model for optimizing international market selection in a digital environment. In the context of the growing role of digital technologies, traditional approaches to market selection are not always sufficient for adequately assessing contemporary business conditions. In this regard, a conceptual model based on a composite Market Attractiveness Score (MAS) is developed. The model integrates macroeconomic indicators, digital demand indicators, competitive environment, and entry barriers.

The methodological approach is based on multi-criteria analysis and a data normalization method using min–max transformation, ensuring comparability across heterogeneous indicators. The proposed model aims to improve the structure and the justification of the international market selection process.

The paper is currently conceptual in nature and provides a foundation for future empirical validation and for the advancement of decision-support tools in international business management.

JEL: F23, O33, C43
Pages: 13
DOI:  https://doi.org/10.58861/tae.grdier.2026.06

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