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Many studies have identified several factors that influence the choice of an entry mode for the Southeast Asian market. In this paper, a conceptual model of factors is proposed, research propositions are developed, and misty mathematics knowledge is used. We proposed a generalized model based on fuzzy AHP to evaluate the best entry mode dealing with the rating of both qualitative and quantitative criteria, in order to help managers make better decisions. Keywords—Entry mode; Southeast Asian market; Fuzzy AHP

The Choice of the Southeast Asian Market Entry Mode: A Performance Appraisal Model based on Fuzzy AHP