Journal
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
Volume 50, Issue 3, Pages 339-364Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/s41267-018-0187-z
Keywords
psychic distance; psychic distance stimuli; marketing crisis; marketing capabilities; international marketing; marketing strategy
Categories
Funding
- Center for International Business Education and Research
- UNC Junior Faculty Grant Program
- Sarah Graham Kenan Foundation at the University of North Carolina
Ask authors/readers for more resources
When multinational corporations face foreign marketing crises, the psychic distance between the home and host country represents a distinct challenge. This paper examines the curvilinear relationship between psychic distance and firm performance during marketing crises, and the moderating role of marketing capabilities. We test our hypotheses using an event study on a panel dataset of 217 firms based in 19 countries facing crises in 41 host countries. The results show that (1) marketing crises are most harmful when the host country is either very close or far away and (2) firms can mitigate this effect with marketing capabilities.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available