Uluslararası pazarlamada psikolojik mesafe ile ürün stratejileri arasındaki ilişki

Dünya genelinde süregelen ekonomik bütünleşme ve ülke ekonomilerinin her geçen gün birbirlerine daha bağımlı hale gelmesiyle, işletmeler diğer ülke pazarlarında bulunan fırsatlara ulaşma konusunda daha da istekli hale gelmeye başlamışlardır. İşletmelerin uluslararasılaşmasında ve diğer ülke pazarlarında uygulayacakları pazarlama stratejilerinin belirlenmesinde psikolojik mesafe önemli bir kavram olarak karşımıza çıkmaktadır. Bu çalışma kapsamında, psikolojik mesafe ile ürün stratejileri arasındaki ilişkinin ortaya çıkartılması amaçlanmaktadır. Bu amaçla bazı hipotezler geliştirilmiş ve test edilmiştir. Verilerin toplanmasında anket yönteminden yararlanılmıştır. Çalışmada kullanılan veriler, Türkiye’deki şekerli ve çikolatalı mamuller alanında ihracat yapmakta olan işletmelerden toplanmıştır. 164 işletme sahibi/yöneticisinden eksiksiz olarak cevap alınabilmiştir. Sonuç olarak, psikolojik mesafenin ürün stratejileri üzerinde etkili olduğu belirlenmiştir. Çalışmanın, psikolojik mesafe ile ürün stratejileri arasındaki ilişkiyi Türkiye örneği üzerinden ele almasından dolayı; literatüre önemli katkılar sağlayacağı düşünülmektedir

Relationship between the psychic distance and product strategies in international marketing

By the ongoing economic integration around the world and economies of the countries becoming more dependent to each other, businesses have become even more eager to the opportunities in other country markets. In the internationalization of the businesses and identifying the marketing strategies that will implement in other country markets, psychic distance emerge as an important concept. In this study, it is aiming to reveal the relationship between the psychic distance and product strategies. For that purpose some hypothesis are developed and tested. Survey method was used for collecting data. The data was obtained from Turkish exporting firms in the area of sugary and chocolate products. The surveys were responded completely by 164 firm owners/managers. Consequently, it was determined that psychic distance has an influence on product strategies. It is believed that, the study provides important contributions to the literature through handling the relationship between the psychic distance and product strategies of the Turkish case.

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İnternet Kaynakları
http://www.geert-hofstede.com/hofstede_dimensions.php (03.02.2011)
http://www.mbs.edu/home/dow/research/ (17.01.2011)
http://www.timeanddate.com/worldclock/ (21.02.2011)