The MIXADAPT Scale: a Measure of Marketing Mix Adaptation to the Foreign Market.- 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.

Keywords: Cross-Country sudy, export marketing program, measurement, MIXADAPT scale