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 …-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms …, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study …