  After the shocking series of bankruptcies started in 2008, the public does
not trust anymore the classical methods of assessing business risks. The global
economic severe downturn caused demand for both developed and emerging
economies' exports to drop and the crisis became truly global. However, this
current crisis offers opportunities for those companies able to play well their
cards. Entering new markets has always been a hazardous entrepreneurial
attempt, but also a rewarding one, in the case of success. The paper presents a
new indicator meant for assessing the prospective of success or failure for a
company trying to enter a new market by using an associative strategy. In order
to take the right decision concerning the optimal market entry strategy,
marketers may use a software application, "AnBilant", created by a research
team from Hyperion University.
