ILGAZ SÜMER, Selay Başkent Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , ÜNER, M. Mithat Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey

RELATIONSHIP BETWEEN THE PSYCHIC DISTANCE AND PRODUCT STRATEGIES IN INTERNATIONAL MARKETING

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By the ongoing economic integration around the world and economies of the countries becoming more dependent to each other, businesses have become even more eager to the opportunities in other country markets. In the internationalization of the businesses and identifying the marketing strategies that will implement in other country markets, psychic distance emerge as an important concept. In this study, it is aiming to reveal the relationship between the psychic distance and product strategies. For that purpose some hypothesis are developed and tested. Survey method was used for collecting data. The data was obtained from Turkish exporting firms in the area of sugary and chocolate products. The surveys were responded completely by 164 firm owners/managers. Consequently, it was determined that psychic distance has an influence on product strategies. It is believed that, the study provides important contributions to the literature through handling the relationship between the psychic distance and product strategies of the Turkish case.

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Internationalization process , psychic distance , product , standardization , adaptation

Journal Of Economics an‎d Administrative Sciences

28