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| Tekijä: | Sousa, C.M.P. Lengler, J. |
| Otsikko: | Psychic distance, marketing strategy and performance in export ventures of Brazilian firms |
| Lehti: | Journal of Marketing Management
2009 : VOL. 25:5-6, p. 591-610 |
| Asiasana: | exporting international marketing marketing strategy Brazil |
| Kieli: | eng |
| Tiivistelmä: | To address the performance implications of following a standardization or adaptation strategy and the effect of managers' psychic distance on the international marketing strategies of the company, the present paper offers an empirical investigation of the relationship among psychic distance, international marketing strategies, and export performance of Brazilian firms. A sample of senior managers of industrial firms in Brazil is used to test the hypotheses. The results reported here indicate that the degree of international marketing strategy adaptation is affected by the manager's psychic distance towards the foreign markets. Product and promotion adaptation were found to have a positive effect on export performance while surprisingly, distribution and price adaptation were found to influence export performance negatively. Contrary to expectations, the results also confirm that psychic distance has a positive effect on the export performance of the firm. |
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