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.

A total of 315 Australian firms involved in international marketing were surveyed. Exploratory and confirmatory factor analyses were undertaken to validate the scale.

Findings support the conceptualization that the overall international marketing construct consists of three factors.

The present study contributes to the understanding of the measurement of the overall international marketing performance by empirically testing the dimensionality of this construct.