The Use of Qualitative Methods in the Research on the Impact of Psychic Distance on Companies’ Internationalization: Company X Case

Aleksandra Nizielska
(University of Economics in Katowice, 40-287 Katowice, Poland)

Abstract: The main objective of the article is to present the use of qualitative methods in research on the impact of psychic distance in the process of companies’ internationalization. The article presents both theoretical and methodological problems connected with this phenomenon. There are presented sequential internationalization theories and remarks considering the operationalization of psychic distance in the article. The main consideration was dedicated to the description of qualitative methods, which are compared to quantitative methods. The author focused on ethnographic research, which is a very precious source of information of respondent’s opinions about psychic distance stimuli. In the last part the article case study of company X is described. The case study presents the manager’s perceptions of psychic distance among Poland and the foreign expansion markets of company X. It has been found that psychic distance exists and has impact on different decisions connected with internationalization.

Key words: psychic distance; internationalization process; qualitative methods; ethnographic research

JEL codes: M16, F23