The MIXADAPT scale: a measure of marketing mix adaptation to the foreign market

Luis Filipe Lages and Cristiana Raquel Lages

Nova SBE Working Paper Series from Universidade Nova de Lisboa, Nova School of Business and Economics

Abstract: This study presents a four-dimensional multi-item scale for assessing the degree of marketing mix adaptation to the foreign market (the MIXADAPT scale). The scale shows evidence of reliability as well as convergent, discriminant and nomological validity in samples of Portuguese and British exporters. Additionally, the scale reveals factorial similarity and factorial equivalence across the two samples. The findings are used to generate managerial and theoretical implications as well as directions for future research.

Keywords: Cross-country study; export marketing program; measurement; MIXADAPT scale (search for similar items in EconPapers)
Pages: 25 pages
Date: 2003
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:unl:unlfep:wp429

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