The choice of the Southeast Asian market entry mode: A performance appraisal model based on fuzzy AHP

摘要

Many studies have identified several factors that influence the choice of an entry mode for the Southeast Asian market. In this paper, a conceptual model of factors is proposed, research propositions are developed, and misty mathematics knowledge is used. We proposed a generalized model based on fuzzy AHP to evaluate the best entry mode dealing with the rating of both qualitative and quantitative criteria, in order to help managers make better decisions.