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This may lead to the avoidance of costly mistakes. A micro assessment, for example, of Zimbabwe may reveal an opportunity for imported South African wines, but the scope may be limited when one looks at the big picture of population and disposable income. Albaum et al3 (1989) describe an approach to the preliminary screening of foreign markets - the "expansive" and "contractible" methods.
The first gives a gradual expansion from those markets which approximate in cultural and geographic terms to one's own market. "Contractible" methods are more extensive in scope. This approach scans all markets, then narrows them down through applying various criteria...
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