Export Performance Measures in Australia and the United Kingdom

Abstract

In this study, the export performance scale developed by Cavusgil and Zou (1994) is refined and tested for cross-cultural validity in Australia and the United Kingdom. The aim is to encourage a more integrated approach to export performance measurement so that valid comparisons of international research can be made and export theory advanced. Two key steps are reported. First, the scale was refined through exploratory research. Then, data were collected from a sample of 434 exporters in Australia and the United Kingdom. Based on the procedures suggested by Singh (1995) and Mullen (1995), factorial similarity, factorial equivalence, and measurement equivalence is tested across the two national samples. Although support is found for factorial similarity and equivalence, the results do not support full measurement equivalence. It is therefore recommended that some caution be exercised when comparing research conducted in Australia and the United Kingdom, which uses this scale. Suggestions for further research are also made.