Developing imprecise dual-role hybrid measure of efficiency for international market selection using ternary variable

By choosing the best international market from a set of potential countries, firms plan to start new or expand existing international activities. In marketing literature, this process is known as international market selection or target market selection. In realistic situations, some of data of international markets cannot be provided accurately since they are imprecise. Some other criteria of international market analysis are dual-role, i.e., they may be classified either as an input or as an output, simultaneously. The quantity of such factors may influence relative attractiveness of international markets. Moreover, in international market selection, some factors are beyond control of decision-maker(s) and cannot be modified at discretion of management. These factors may affect final decision. As a non-parametric technique, data envelopment analysis (DEA) provides adequate ability for decision makers to select a set of international markets. In this paper, using ternary variable, a new DEA-based model is proposed for international market selection in the presence of imprecise data, dual-role factors, and non-discretionary inputs. The proposed model is able to take into account radial and non-radial measures, as well. A case study illustrates the application of the proposed model.