The growing importance of international marketing operations for the
survival and success of an increasing number of businesses underscores the
need to understand their involvement in these activities. To this end, this
article proposes an eclectic and multidimensional definition as well as a
new measure of international marketing involvement where equity,
administrative, and operational components represent the three distinct
behavioral means that can be utilized by a business to perform foreign
marketing activities. Based upon a field study conducted in the United
States of 45 firms and 78 product market units, evidence is supportive of
the internal consistency and construct validity of the proposed measure of
international marketing involvement (IMI).
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