O IMPACTO DA DISTÂNCIA PSICOLÓGICA NO PROCESSO DE INTERNACIONALIZAÇÃO DAS PME PORTUGUESAS
DOI:
https://doi.org/10.12662/2359-618xregea.v8i3.p148-165.2019Keywords:
Distância psicológica, Atitude global, Marketing Internacional, PME portuguesasAbstract
Um dos principais temas de investigação em marketing internacional é o conceito de distância psicológica. O fato de não haver uma decisão definitiva sobre a melhor forma de operacionalizar a distância psicológica gerou uma má percepção do conceito e o descrédito sobre sua utilidade enquanto ferramenta de apoio à gestão. Este trabalho oferece um novo modelo que pretende medir o impacto da distância psicológica no processo de internacionalização das PMEs portuguesas. Assumiu-se, como estudo, o constructo da distância psicológica multidimensional e avaliou-se seu impacto nas estratégias de marketing internacional. Os dados foram recolhidos por meio de questionário enviado por email a 1150 empresas e tratados por análise de regressão linear. Os resultados demonstraram que a distância psicológica tem uma fraca influência no processo de internacionalização, mas que a atitude global pode ter uma influência importante na performance exportadora.
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