International relationship marketing ‐ The importance of psychic distance

Tony Conway (Graduate School of Management, University of Salford, UK, and)
Jonathan S. Swift (Staffordshire University Business School, Stoke‐on‐Trent, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 December 2000


This conceptual paper outlines why, when working in the international as opposed to the domestic environment, the success of a relationship marketing strategy is heavily dependent on levels of psychic distance. The higher the level of psychic distance, the greater the time and effort required to develop successful business relationships. At the different stages of relationship development, different variables of psychic distance assume relatively greater levels of importance which are likely to have implications for the implementation of a relationship marketing strategy.



Conway, T. and Swift, J. (2000), "International relationship marketing ‐ The importance of psychic distance", European Journal of Marketing, Vol. 34 No. 11/12, pp. 1391-1414.

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Copyright © 2000, MCB UP Limited

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