This paper presents a normative, multidisciplinary approach for evalua
ting market entry strategies with concern for the effects of spatial a
ssumptions on performance expectations. An assessment framework is lin
ked to a series of models that show the value of adding spatial and co
mpetitive perspectives to typical baseline conceptualizations of marke
t opportunity. Criteria for assessing market attractiveness are discus
sed with special concern for the problems of field service firms whose
market boundaries are not limited by fixed facility locations. The pr
oblem is conceptualized as the managerial decision to locate a new bro
kerage office in a highly competitive regional market area. Realistic
constraints are established by focusing the market entry decision thro
ugh aggregate data from secondary sources that ate readily available t
o an outsider who had not been active in the geographic markets consid
ered. A simple model based on market potential is progressively enhanc
ed with spatially adjusted measures of market attractiveness and compe
titive resistance. Empirical tests highlight the impact of alternative
model formulations and choice criteria on the decision-making process
.