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

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  • Luis Filipe Lages
  • Cristiana Raquel Lages

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.

Suggested Citation

  • Luis Filipe Lages & Cristiana Raquel Lages, 2003. "The MIXADAPT scale: a measure of marketing mix adaptation to the foreign market," Nova SBE Working Paper Series wp429, Universidade Nova de Lisboa, Nova School of Business and Economics.
    • Handle: RePEc:unl:unlfep:wp429
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    References listed on IDEAS

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    Cited by:

    1. Hossein Rezaie Dolatabadi & Mohammad Hossein Forghani & Seyed Mehdi Tabatabaee & Fatemeh Faghani, 2013. "Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 21-27, July.

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