Theoretical model for identifying market development indicators

Purpose The purpose of this paper is to develop a theoretical model composed of performance indicators divided into stages that represent a chronological order of the market development process. Design/methodology/approach The theoretical model presented by this paper was developed based on the information collected through three systematic reviews. The first review identified the steps that segment the market development process. The second and third systematic review sought to identify a set of indicators that are most used in companies' market development. Findings The paper develops a theoretical model that identifies the market development indicators that are most present in the current literature, dividing them into stages that represent the chronological order of the market development process. Originality/value A research opportunity was identified based on the investigation of the existing literature. The study collaborates with existing research and provides a model that guides companies in market development decisions and actions.