haku: @indexterm MARKETING MIX / yhteensä: 205
viite: 11 / 205
| Tekijä: | Sousa, C.M.P. Bradley, F. |
| Otsikko: | Global markets: does psychic distance matter? |
| Lehti: | Journal of Strategic Marketing
2005 : MAR, VOL. 13:1, p. 43-59 |
| Asiasana: | Marketing strategy Marketing mix International |
| Vapaa asiasana: | Psychic distance |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the impact of psychic distance (henceforth as: ps-dist.) on the international marketing (here as: int. mrk-ing.) strategy of the firm, especially the degree of adaptation of the mrk-ing. programme. Confirmatory factor analysis and structural equation modeling are used to substantiate the relationship btw. ps-dist. and int. mrk-ing strategy. The research findings, based on a survey of more than 300 managers and owners responsible for the foreign markets of their firms, suggests that ps-dist. explains a significant proportion of the variance of the degree of mrk-ing. programme adaptation. |
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