Acta Oeconomica Pragensia 2016, 24(5):3-13 | DOI: 10.18267/j.aop.554

Market Attractiveness Classification of European Union Countries for Establishing Logistics Centres

David Schüller, Jan Pekárek
Brno University of Technology, Faculty of Business and Management (schuller@fbm.vutbr.cz; pekarek@fbm.vutbr.cz).

At present, enterprises are forced to serve their customers as quickly as possible if they want to succeed on turbulent global markets. Enterprises are looking for regions with high-quality infrastructure where they can establish new logistics centres that enable enterprises to serve their customers quickly. This paper focuses on the segmentation of the European Union market for enterprises that are willing to set up logistics centres in order to be able to distribute products fluently and more quickly to their customers in Europe. An agglomerative hierarchical clustering algorithm was used and Ward's criterion applied for the purposes of market segmentation. A Logistic Performance Index and the indicator Dealing with Construction Permits were used as two relevant dimensions reflecting the market attractiveness of identified clusters. Based on the given statistical output, fundamental marketing concepts were formulated for each cluster composed of EU countries with similar characteristics.

Keywords: market attractiveness, EU countries, logistic performance index, construction permit procedure, logistics centres
JEL classification: C38, L10, M31

Published: August 1, 2016  Show citation

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Schüller, D., & Pekárek, J. (2016). Market Attractiveness Classification of European Union Countries for Establishing Logistics Centres. Acta Oeconomica Pragensia, 24(5), 3-13. doi: 10.18267/j.aop.554
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