The PD scale: a measure of psychic distance and its impact on international marketing strategy
By Carlos M. P. Sousa, Luis Filipe Lages. 2011
128 citations recorded by the source corpus.
Purpose – Despite considerable research on psychic distance (PD), research into the topic is confounded by a general failure to precisely define and fully operationalize the construct. The purpose of this paper is to develop a new measurement scale to assess psychic distance (the PD scale), and also to investigate the impact of the PD scale on the adaptation of international marketing strategies.Design/methodology/approach – The paper uses data collected by mail questionnaire in a sample survey of 301 export firms. The results were analyzed using structural equation modeling. Various statistical tests show that the results are reliable and valid.Findings – Findings reveal that psychic distance is a higher‐order construct composed of two dimensions: country distance and people distance. The results also indicate that both dimensions of the PD scale are positively and significantly associated with cultural distance and the adaptation of product, promotion, pricing and distribution strategies to the foreign ...
Subfields: Marketing, Sociology and Political Science, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/06280ca03e95cd425fd8150d990ce9440cbda63a
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In Sociology and Political Science
In Strategy and Management
Citations in the corpus
- Measuring innovation capability in exporting firms: the INNOVSCALE (2015, background): “However, the development of innovation capability for exporting firms is a challenging and risky process due to the existence of social, cultural, and other environmental differences between domestic and foreign markets (Sousa and Lages, 2011).”