A cybernetic decision model of market entry

Abstract

This article analyzes a firm's decision of entering a new market - or staying outside - and considers five decision models - optimizing, satisficing, incremental, cybernetic, and random - and their domain of applicability in order to discuss how fit they are in describing this specific decision. Because the cybernetic decision strategy appears to be the most appropriate to deal with the entry decision, the work goes deeper into this model focusing on the degree of uncertainty that the environment represents to the decision makers and to the state of the conflict of interest that arises because this decision implies a coordination problem.