Safari, Aswo - In: International Marketing Review 41 (2024) 7, pp. 23-58
Purpose This study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge …, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study …-à-vis bridging the firm’s MPD. Finally, the MPD between bridge-makers and the market is based on the former’s lack of knowledge of …