The evaluation of market attractiveness through the marketing intelligence approach: a tool for the SMEs

The aim of this paper is to investigate the business and marketing intelligence in order to highlight its impact on the internationalisation of the SMEs. Starting from the assumption that intelligence is part of the marketing strategy, we propose a marketing tool to measure the international market attractiveness. Following the existing literature, we employ different measures according to the importance of the variable and to the perspective of the product. We have focused our analysis on the markets of USA and Russia, by searching, identifying and inserting in the system the web addresses of pages or documents of the sources to assess for specific indicators. The tool is a first attempt to provide to the SMEs a way to start the international market analysis process. The outcome is a synthetic marker representing the level of market attractiveness.