The STRATADAPT scale: A measure of marketing strategy adaptation to international business markets

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 d...

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Bibliographic Details
Published in:	International marketing review 2008-01, Vol.25 (5), p.584-600
Main Authors:	Filipe Lages, Luis, Luís Abrantes, José, Raquel Lages, Cristiana
Format:	Article
Language:	eng
Subjects:	Adaptation Business to business commerce Competition Competitive advantage Consumers Economic activity Exports International business International markets Market strategy Marketing Small & medium sized enterprises-SME Standardization Studies Tariffs
Online Access:	Get full text
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Summary:	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.
ISSN:	0265-1335 1758-6763