This event aims to introduce a proactive, systematic and informed process of selecting international markets. It consists of presentations intermingled with reflective activities, a hands-on application workshop, and a networking lunch. Specifically, it will:

• Outline factors influencing a firm’s readiness to export.
• Introduce a step-by-step process of screening international markets and highlight firm/environment-related factors influencing this process.
• Demonstrate how relevant information sources (e.g., country/industry profiles) can be used to assess foreign market opportunities.
• Provide ‘clinics’ where participants can seek personalised advice.

Dr Eleni (Lenia) Tsougkou is a Lecturer in Marketing at the University of Strathclyde. Her primary research expertise pertains to international marketing and business management, however she is also interested in marketing and branding practices across different countries and contexts, using alternative approaches (e.g., brand activism), new technologies and channels (e.g., social media). Eleni’s scholarly work has been featured in top academic journals and is often presented at prestigious international conferences.

Dr. Nahid Yazdani is an Assistant Professor in international business at the University of Nottingham. Her research is at the intersection of international business, strategy, and marketing. Currently, Nahid is researching ways to assist firms in designing their export market portfolio to achieve sustainable growth. She has also delivered workshops promoting economic growth by providing insight into the benefits of trading overseas.