The STRATADAPT scale: A measure of marketing strategy adaptation to international business markets
Abstract
Purpose
The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five 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 paper is to develop a new scale – STRATADAPT.
Design/methodology/approach
Results from a sample of small and medium‐sized industrial exporting firms support a four‐dimensional scale – product, promotion, price, and distribution strategies – of 30 items. The scale presents evidence of composite reliability as well as discriminant and nomological validity.
Findings
Findings reveal that all four dimensions of marketing strategy adaptation are positively associated with the amount of the firm's financial resources allocated to export activity.
Practical implications
The STRATADAPT scale may assist managers in developing better international marketing strategies as well as in planning more accurate and efficient marketing programs across markets.
Originality/value
This study develops a new scale, the STRATADAPT scale, which is a broad measure of export marketing strategy adaptation.
Keywords
Citation
Filipe Lages, L., Luís Abrantes, J. and Raquel Lages, C. (2008), "The STRATADAPT scale: A measure of marketing strategy adaptation to international business markets", International Marketing Review, Vol. 25 No. 5, pp. 584-600. https://doi.org/10.1108/02651330810904107
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited