Testing the Contingency Model of Marketing-Mix Standardization and Its Performance Outcomes
This chapter refers to the main empirical investigation of this study. If in the previous chapter the focus lied on the empirical conceptualization and operationalization of the PCS construct, in this chapter the author proceeds to testing the contingency model of marketing-mix standardization developed in Chapter 3. At the same time, the validity of the newly developed PCS scale is to be tested within the proposed contingency model.
KeywordsPartial Little Square Contingency Model Distribution Standardization Formative Construct Partial Little Square Path Modeling
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