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.
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