Assessing the Effectiveness of Foreign Market Entry Strategies (Case Study: Ceramic and Tile Cluster of Yazd)

With business being more competitive and complicated at international level, the necessity of managers’ attention to enter to global markets was emphasized as a commercial advantage for companies. In current arena, performance evaluation plays an important role in companies’ success according to complicated and dynamic environments, information velocity and volume. Various models are developed to measure performance. One of these models is balanced scorecard which has many priorities upon similar methods, for instance, all of used performance measurements in four dimensional perspectives Financial, Customers, Internal processes and Growth and learning are related with organization strategy. This study deals with performance assessment of Ceramic and tile cluster strategies to enter foreign markets spanning the period (2015-2016) using Balanced Score Card Model. Company strategies and effective index upon these strategies performance is exhibited on the basis of research literature and identification questionnaire and by using experts’ views in Balanced Score Card Model. Different techniques were used to determine the degrees of parameters priority to each other including AHP and Eigenvector technique and SMART methods. It contains two statistical societies.
First statistical society includes 15 experts of international cooperation section and second one includes 45 experts of Ceramic and tile cluster of Yazd strategic assistance section. Final Model of Balanced Score Card shows success degrees of each entrance to foreign markets strategies and BSC perspectives. Balanced Score Card perspectives, with order of success degrees, are: Customer 37%, Business processes 35%, Innovation and development perspective 33.5%, and Financial 27%