Using the STRATADAPT scale to measure marketing mix strategy in international markets

Abstract

The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about 5 decades. However, there is no agreement in the literature about which elements integrate marketing strategy and which components of domestic strategies should be adapted to export markets. The purpose of this study is to develop a new scale-STRATADAPT. Results from a sample of 100 exporting firms support a 4-dimensional scale -product, promotion, price and distribution strategies - of 30 items. The scale presents evidence of composite reliability as well as discriminate and homological validity. Findings reveal that all 4 dimensions of marketing strategy adaptation are positively associated with the amount of the firm's financial resources allocated to export activity. © Maxwell Scientific Organization, 2013.