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.
