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Performance Implications of International Product Strategies and the Integration of Marketing Activities

This study investigated the relationships among firm performance, international markets, international product strategy, and the international integration of marketing activities. Performance was operationalized using sales growth and return on investment. Hypotheses were tested on the relationship between a firm's performance and (1) the match between its international product strategy and the international market served, and (2) the match between its international product strategy and the international integration of its marketing activities. These hypotheses were supported when sales growth was used as a dependent variable. No statistically significant relationship was found between either match and return on investment.