Food Culture Distance: An Antecedent to Export MarketingStrategy Adaptation - An Empirical Examination of Swedish andFinnish Food Processing Companies

摘要

This study explores dissimilarity in food culture (food culture distance) as an antecedent to theadaptation of export marketing strategy for food products, and examines the impact of marketingprogram adaptation on export performance. Building on previous research, this paper introducesa model for operationalizing the construct food culture distance. Data were gathered via a mailsurvey of Swedish and Finnish food exporters. The results indicate a significant correlation between food culture distance and the extent of product adaptation. However, product adaptationdoes not affect export performance, implying that other factors, along with marketing strategy,may influence export performance.