Hybrid multicriteria technique for international markets selection based on the analytic hierarchy process

Abstract Purpose: To present a rigorous technique for merchandise companies that are internationalizing and pursuit the best options of export markets to direct their products. Originality/value: The literature suggests companies, especially small medium enterprises (SME), due lack experience when participating in international business, tend employ uncertainty processes affect decision making exporting. For this reason, an innovative multivariable selection (IMS) is presented, which factors such as trade barriers, economics, cost, logistics culture considered. Design/methodology/approach: Consulting different databases obtained from internet, it was possible analyze indicated above, which, turn, integrated by variables. Thus, work used methodology and/or complemented with analytic hierarchy process (AHP) assign weights each factor respective variables; all this, including survey among experts members foreign department company under study, case, dedicated production confectionery. Findings: According statistical data processed weighted AHP process, results suggest score Ireland, Netherlands Denmark. In sense, empirical evidence indicates pointed countries most attractive considered, well general features.