Danubius International Conferences, 16th International Conference on European Integration - Realities and Perspectives

A Comparative Analysis of the Baltic Countries Regarding the Attractiveness for Companies

Alisa-Mihaela Ambrozie, Sergiu Sorcaru, Stefan Topliceanu, Florin Nicolae Prunău
Last modified: 2021-04-30


For most people, marketing means selling, promoting and presenting products. But for specialists and scholars, marketing is one of the major concerns and a complex process focused on providing value and benefits to customers. The aim of this paper is to study how a company evaluates the attractiveness of countries and target markets when it decides to promote and sell its products online. In order to achieve this purpose, the attractiveness of the Baltic countries from the perspective of demographic, socio-economic and target market characteristics will be compared. The applied methodology involves 30 variables from the three dimensions analyzed and the awarding of scores for the three Baltic countries. The results reveal that Lithuania is best positioned in the demographic dimension and Estonia regarding the target market, both having approximately similar values in terms of socio-economic indicators.