Psychic Distance, International Marketing Strategy, and Export Performance: Some Research Hypotheses

• 영문명: Psychic Distance, International Marketing Strategy, and Export Performance: Some Research Hypotheses
• 발행기관: 한국무역연구원
• 저자명: Sang-Il Park Tae-Won Moon
• 간행물 정보: 『무역연구』제6권 제2호, 39~54쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2010.06.30

영문 초록

Firms are still faced with obstacles including psychic, economic, and cultural differences when entering foreign markets even though globalization has created a homogeneous market and convergence. Although psychic distance and cultural distance are antecedents of international marketing strategy and export performance, previous studies have not properly utilized psychic distance, leading to inconsistent empirical findings concerning the psychic distance-international marketing strategy-performance link. Therefore, a conceptual framework that incorporates psychic distance in terms of business and cultural distance, marketing program and process standardization, and export performance is proposed. The authors develop research propositions to establish a research agenda on this topic.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Conceptual Background

Ⅲ. Conceptual Framework and Hypotheses

Ⅳ. Conclusions and Future Research Agenda

References

키워드

Psychic Distance Marketing Program Marketing Process Export Performance Standardization