Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions
by Sascha Kraus; Fabian Meier; Felix Eggers; Ricarda B. Bouncken; Felix Schuessler
European J. of International Management (EJIM), Vol. 10, No. 2, 2016

Abstract: This paper delivers new insights into how psychic, cultural and geographical distance influence international marketing mix decisions on the basis of a choice-based conjoint analysis with 96 managers from Switzerland and Liechtenstein. In this experiment, the managers had to decide whether the four Ps of the marketing mix have to be adapted or standardised for international markets (neighbouring country/European country/non-European country). Overall we found that psychic, cultural and geographical distance have a significant moderating effect on the degree of marketing mix adaptation: the larger the distance towards a market, the more inclined the managers are to make a decision that involves a larger degree of adaptation of the four Ps towards the simulated markets. The marketing mix elements product and promotion tend mostly to be adapted when cultural distance increases, while the elements price and distribution are more adapted when psychic distance is high.

Online publication date: Sun, 31-Jan-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the European J. of International Management (EJIM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com