Resumen de ¿Intuición o análisis sistemático de datos? Cómo elegir hacia dónde internacionalizarse

Natalia Rivero Quesada, Sonia María Suárez Ortega

• español

  El trabajo fin de grado en el que se basa este artículo versa sobre la selección de mercados de una empresa y el margen de mejora del mismo si se aplicase una metodología alternativa, más sistemática y objetiva. En concreto, se estudia el caso de Embotelladora de Canarias, S.A. al exportar su marca Clipper a Mauritania. El objetivo es analizar el proceso de selección del mercado exterior con un maridaje entre conceptos, métodos y realidad empresarial. The master dissertation in which this article is based on deals with the topic of how one specific company selects potential markets to go international. Furthermore, it addresses the question of how to improve the selection process if the company applies an alternative, more systematic and objective methodology. To be more specific, the project examines the case of Embotelladora de Canarias, S.A. exporting its brand “Clipper” to Mauritania. The objective of this article is to analyse the foreign market selection process, considering concepts, methods, and business reality.

• English

  The master dissertation in which this article is based on deals with the topic of how one specific company selects potential markets to go international. Furthermore, it addresses the question of how to improve the selection process if the company applies an alternative, more systematic and objective methodology. To be more specific, the project examines the case of Embotelladora de Canarias, S.A. exporting its brand “Clipper” to Mauritania. The objective of this article is to analyse the foreign market selection process, considering concepts, methods, and business reality