Psychic distance, marketing strategy adaptation and export performance: the role of international experience

Beata Šeinauskienė, Regina Virvilaitė, Ilan Alon

Research output: Contribution to journalArticlepeer-review


This study theorises that a performance-enhancing strategic fit between a perceived psychic distance and an export marketing strategy adaptation applies under the boundary conditions of international experience. We model an export marketing strategy as a function of psychic distance and export performance as an outcome of export marketing strategy, moderated by international experience. To test the hypotheses, we carried out a survey of Lithuanian exporting companies that conduct business in the dairy and meat processing industries. The results did not support the existence of the conditional indirect effect of perceived psychic distance on export performance through export marketing strategy adaptation. Unlike the expectation, data indicated that export performance increases with an increase in distribution adaptation, but only: (a) among companies who scored low in the length of experience in an export country and (b) under conditions of low export intensity.

Original languageEnglish
Pages (from-to)444-477
Number of pages34
JournalEuropean Journal of International Management
Issue number2-3
StatePublished - 2022
Externally publishedYes


  • adaptation
  • export marketing strategy
  • export performance
  • international experience
  • international marketing
  • moderated mediation
  • psychic distance
  • standardisation
  • strategic fit

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Education
  • Organizational Behavior and Human Resource Management


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