Journal of Economics, Entrepreneurship and Law Journal of Economics, Entrepreneurship and Law Экономика, предпринимательство и право 2222-534X BIBLIO-GLOBUS Publishing House 120850 10.18334/epp.14.5.120850 YHJSBX Articles Статьи Research Article How small business choose a foreign market: shaping foreign countries' perceptions Выбор иностранного рынка сбыта предпринимателями в компаниях малого бизнеса: формирование восприятия зарубежных стран Likhareva Natalya Dmitrievna Лихарева Наталья Дмитриевна

ассистент департамента менеджмента и предпринимательства

 likhareva.nd@dvfu.ru Far Eastern Federal University Дальневосточный федеральный университет 31 05 2024 14 5 VOL 14, NO5 (2024) ТОМ 14, №5 (2024) 2159 2180 01 04 2024 01 04 2024 Copyright ©; 2024, Likhareva N.D. Copyright ©; 2024, Лихарева Н.Д. 2024 Likhareva N.D. Лихарева Н.Д. https://1economic.ru/lib/120850

In the context of the reorientation of Russia's economic interests to Asian countries, the question of how company executives cope with the objectively large cultural distance between the local and host markets is becoming more relevant than ever before. The purpose of this study is to identify the peculiarities of perception of the distance between the local and host markets among small businesses in Primorsky Krai, which lead to a deviation of decisions on the direction of internationalization from those prescribed by the process approach. The following methods were applied: data collection and analysis (analysis of verbal protocols, analysis of code links, questionnaires, and exploratory data analysis). The article establishes the relationship between psychological distance (psychicdistance) and the probability of choosing a foreign country and interprets the results of decision-making. Company executives tend to make a decision about choosing a foreign sales market based on a comparison of countries within cultural groups formed relative to the perceived community of countries. The conclusions presented in the article have theoretical and practical significance. The research contributes to the development of the field of international business and expands the understanding of psychological distance. The results can be used by decision makers on internationalization and development institutions in the formation of export support programs.

Вусловиях переориентации экономических интересов России на страны Азии, вопрос о том, как руководители компаний справляются с объективно большой культурной дистанцией между местным и принимающим рынками становится актуален как никогда раннее.Цель данного исследования –выявить особенности восприятия дистанции между местным и принимающим рынками среди предпринимателей компаний малого бизнеса Приморского края, которые приводят к девиации решений о направлении интернационализации от тех, которые предписывает процессный подход. Применение нескольких методов сбора и анализа данных (анализ вербальных протоколов; анализ кодовых связей; анкетирование; разведочный анализ данных) позволило зафиксировать взаимосвязь психологической дистанции (psychicdistance) и вероятности выбора зарубежной страны, а также интерпретировать результаты принятия решений. Данные продемонстрировали, что руководители компаний склонны выносить решение о выборе иностранного рынка сбыта на основе сравнения стран внутри культурных групп, сформированных относительновоспринимаемой общности стран. Представленные в работе выводы обладают теоретической и практической значимостью. Исследование вносит вклад в развитие области международного бизнеса, расширяет представление о конструкции психологической дистанции. Результаты могут быть использованы лицами, принимающими решения в компаниях об интернационализации, и институтами развития при формировании программ поддержки экспорта

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