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International Marketing Involvement: The Construct, Dimensionality, and Measurement

The results of a field study by Gencturk, Childers, and Ruekert conducted in the United States of 78 product-market units support the appropriateness of conceptualizing IMI as a multifaceted behavior of a business. The findings highlight the fact that businesses can and do use means other than direct ownership as a way of supporting their foreign marketing activities. In fact, the study findings confirm that businesses are increasingly relying on independent agents or partners to perform foreign marketing activities. This does not imply that these businesses relinquish their international marketing involvement. The findings suggest that a business can be highly involved in foreign marketing activities through administrative and/or operational involvement even though internal or external constraints prevent it from using the traditionally advocated legal ownership route.