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Target market risk evaluation

Domenii publicaţii > Economie + Tipuri publicaţii > Articol în revistã ştiinţificã

Autori: Anda Gheorghiu, Anca Gheorghiu, Ion Spanulescu

Editorial: ENEC 2009, 2009.


After the shocking series of bankruptcies started in 2008, the public does not trust
anymore the classical methods of assessing business risks. The global economic severe
downturn caused demand for both developed and emerging economies’ exports to drop and
the crisis became truly global.
However, this current crisis offers opportunities for those companies able to play well
their cards. Entering new markets has always been a hazardous entrepreneurial attempt, but
also a rewarding one, in the case of success.
The paper presents a new indicator meant for assessing the prospective of success or
failure for a company trying to enter a new market by using an associative strategy.
In order to take the right decision concerning the optimal market entry strategy, marketers
may use a software application, “AnBilanT”, created by a research team from Hyperion

Cuvinte cheie: Riscuri, marketing, investitii, evaluare, Discounted Cash Flow, Activ net corectat // Risk, market entry, investment, evaluation, Discounted Cash Flow, Adjusted Net Asset