These tasks have become more complex in view of market globalization, government regulations, technology, and intellectual property protection issues. Certainly the overwhelming concern of the manager is to create and sustain competitive advantage in a global marketplace. Measuring the impact of international marketing strategy on company performance. Answers to such fundamental questions are essential for establishing the credibility of the marketing discipline. Measurement of key constructs that represent international marketing performance.
Good research starts with valid and reliable measures.
If international marketing performance is a central construct in our work, then we must formulate better operational measures for it. Whether it is conceptualized as market share, profitability, sales, growth, market entry, or customer loyalty, we must develop appropriate representations of firm performance. Establishing empirical generalizations across existing data, studies, and countries. These empirical generalizations could then serve as the basis for executive action. Dynamic Analysis of Firm Expansion Firm's involvement in international markets is best studied in a dynamic context.