Developing and validating an overall international marketing performance scale

The purpose of this chapter is to develop and validate a scale of the overall international marketing performance. Based on a review of the existing literature, the scale constructed to measure international marketing performance used in this study included three factors; namely, finance, strategic and brand performance. <br /><br />A total of 315 Australian firms involved in international marketing were surveyed. Exploratory and confirmatory factor analyses were undertaken to validate the scale. <br /><br />Findings support the conceptualization that the overall international marketing construct consists of three factors. <br /><br />The present study contributes to the understanding of the measurement of the overall international marketing performance by empirically testing the dimensionality of this construct.