The EPRG framework is usually discussed on a conceptual level. Relatively few empirical examinations of the frame- work have been reported in the literature to date. This paper takes the required first step by placing the framework in a nomological network. This network includes export motives, psychological distance between home and host markets, and transference versus adaptation of international marketing strategies and activities. The findings lend support to the proposed nomological network.
ASJC Scopus subject areas
- Business and International Management