A MARKET SIZE PERSPECTIVE OF GLOBAL COMMERCE ABILITY

摘要

Market size factors steadily determine market potential in global business prospecting. Treated as a holistic construct, market size is measured by several empirical indicators which reflect supply/demand facets constituting macroeconomic characteristics and purchasing abilities of nations as target markets. This paper attempts to fairly overview extant literature findings of impactful studies explaining these variables' individual and cohesive effects in the international marketing domain. It sets future research directive which would explicate a framework of such variables for market size estimation utilizing empirical testing methods.