This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to develop successful business relationships. At the different stages of relationship development, different variables of psychic distance assume relatively greater levels of importance which are likely to have implications for the implementation of a relationship marketing strategy.
Examines the role of foreign language ability in international
marketing. Suggests that the importance of language is more than much
recent language‐oriented literature would have us believe. Looks at how
and why language can become a barrier to communication, and then details
the uses of a foreign language in marketing operations. Concludes by
suggesting that language is the key to achieving market
“closeness”, and it is for this reason that it is important.
Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture. Findings indicate a moderate level of correlation between cultural closeness and cultural liking (r = 0.4048, p = 0.0000), which would suggest that cultural closeness is a contributory element to psychic closeness. Looks at the concept of psychic distance, examining the component elements. It then details the empirical research on which the conclusions are based, explaining how a sample of industry executives was identified, and how the research was carried out. Concludes with an overview of culture as an element of distance in international business, and makes some suggestions for pre‐departure executive training.
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