• Compared to other issues examined in the exporting literature, less attention has been paid to the performance implications of following a standardisation or adaptation strategy. In addition, despite the interest in the psychic distance construct in the international marketing literature, there has been also little empirical research on the effect of managers' psychic distance on the international marketing strategies of the firm. To address these issues the present study 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, distributio... ()
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is ?:cites of
  • 2016-06-24 ()
  • 10.1362/026725709X461876 ()
  • 610 ()
  • 98 ()
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  • en ()
  • pt ()
  • 2009-07-06 ()
  • Taylor & Francis Group ()
  • 20445 ()
  • 81 ()
  • 591 ()
  • Psychic distance, marketing strategy and performance in export ventures of Brazilian firms ()
  • 25 ()


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