Factors Influencing The Entrance of Turkish Multinational Enterprises to Foreign Markets

Abstract

The number of corporations operating in both developed and developing economies is increasing, which means that the factors that influence entering international markets are becoming increasingly diverse. The primary significance of the research and how it differs from earlier studies is the examination of the factors impacting access to foreign markets as a whole and the justification of their relative importance and effectiveness. This study's main objective is to explain the relative significance of various elements influencing the market entry process, as well as the extent to which they impact the process. It is based on a questionnaire with 12 sub-criteria in addition to its four primary criteria, which are all interrelated. The information was gathered from five senior managers of Turkish Multinational Enterprises (TMNEs) as well as five academics who are employed in Turkish educational institutions. An Analytical Hierarchy Process (AHP) and a Decision Making Trail and Evaluating Laboratory (DEMATEL) were both used to assess the relative weights of the sub-criteria in the overall evaluation. According to the findings of the study, the criteria for investment risk are the most critical component, followed closely by market cirsumstances. It was also discovered that these two sub-criteria had the greatest effect value on a TMNE's ability to enter international markets. The research makes a contribution to the existing body of literature on international management and marketing, specifically in the area of the infleunce of criteria on market entry strategies. In addition, TMNES will be able to analyze and improve the situation of the host country or countries in relation to their rivals on international markets with the assistance of the results of this study.