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Explaining retail offer adaptation through psychic distance

Evans, Jody and Bridson, Kerrie 2005, Explaining retail offer adaptation through psychic distance, International journal of retail & distribution management, vol. 33, no. 1, pp. 69-78.

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Title Explaining retail offer adaptation through psychic distance
Author(s) Evans, Jody
Bridson, Kerrie
Journal name International journal of retail & distribution management
Volume number 33
Issue number 1
Start page 69
End page 78
Publisher Emerald Group Publishing Ltd
Place of publication Bingley, England
Publication date 2005
ISSN 0959-0552
Keyword(s) international business
marketing models
retailing
Summary Purpose – The purpose of this study is to examine empirically the relationship between psychic distance and adaptation of the retail offer across a range of countries.

Design/methodology/approach – Data were collected using a mail survey of randomly selected non-food retailers that operated stores in at least three foreign countries.

Findings – Findings of this study suggest that a substantial proportion of retail offer adaptation is explained by psychic distance. In particular, differences in market structure, business practices and language between the home and foreign market significantly increase the extent to which retailers adapt their offer.

Research limitations/implications – The research findings may be limited in terms of their generalisability across retail sectors, as the study focused on non-food retailers only.

Practical implications – These results have implications for researchers and managers in suggesting that we need to go beyond consumer behaviour differences to explain fully the degree to which international firms standardise or adapt their strategies in foreign markets.

Originality/value – Much of the existing research into standardisation and adaptation is limited in terms of geographic scope and a focus on the marketing strategies of manufacturing and export firms. Thus, this paper addresses a substantial gap in existing research by empirically examining the relationship between psychic distance and adaptation in a retail context and across a range of countries.
Notes Reproduced with the kind permission of the copyright owner. www.emeraldinsight.com/IJRDM.html
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2005, Emerald Group Publishing Ltd
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006617

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