Book Chapter

The role of psychic distance in international marketing strategy implementation

J Evans

Handbook of Research in International Marketing, Second Edition | Published : 2011

Abstract

Jody Evans INTRODUCTION The relationships between psychic distance, marketing strategy and organizational performance have been the subject of rich debate in the international marketing arena. Psychic distance in particular has generated a wide range of conflicting views. The empirical usefulness of the construct has been questioned in relation to foreign market selection (Stottinger and Schlegelmilch, 1998; Whitelock and Jobber, 2004), entry strategy (Brouthers, 1995; Ellis, 2008; Kogut and Singh, 1988), the success of standardized or adapted marketing strategies (Cavusgil and Zou, 1994; Evans and Bridson, 2005; Evans et al., 2008; Shoham, 1996) and organizational performance (Dikova, 2009;..

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