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...

This paper is a direct response to a recent observation in the literature that managers appear to be short-term oriented when they assess the performance of an export venture (Madsen 1998). Based on a survey of Portuguese and British exporters, this paper presents a three-dimensional scale for...

Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the service management ontext. In this paper we...