Abstract:

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new markets. The approach is based on analyses of specific attitudinal stances that consumers in different countries have. This research is aimed at augmenting marketing manager's tools to measure and predict a new market. The results of this paper are based on surveys conducted in eight Asian countries in the Indo-China region in 2001.