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The second phase of the MIM consists of choosing and prioritizing the Product-Market couples. The Podium-Gallows Approach was conceived in order to answer the question on the minds of company heads:

How shall we spread our efforts and resources among the multiple product-market combinations in order to maximize the performance of our international activities?

The Podium-Gallows Approach helps you to:
 
1.    Arrange your product-market couples in the following order:

•    Priority
•    Important
•    Interesting
•    To avoid/abandon

and:

2.    Specify strategic and tactical plans for your international project taking into account the prioritization of the product-market couples. 

To view the Podium-Gallows Approach applied to your firm, click here to access a streamlined version of the tool.