Evaluates transportability of personal selling measures across cultural boundaries. Concept of measurement development; Emic and etic approaches to developing measures for cross-cultural applications; Cross-national dimensionality, reliability and construct validity of adaptive selling (ADAPTS) and customer-oriented selling (SOCO).

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ERIM Article Series (EAS)
European Journal of Marketing
Erasmus Research Institute of Management

Herché, J., Swenson, M., & Verbeke, W. (1996). Personal selling constructs and measures: Emic versus etic approaches to cross-national research. European Journal of Marketing, 83–97. Retrieved from http://hdl.handle.net/1765/12720