■ RIMS compares a firm’s penetration of its primary target market in terms of market share to the rest of the world’s markets. ■ RIMS captures both the breadth and depth of a firm’s internationalization. ■ RIMS is easy to calculate and interpret. ■ RIMS can be calculated for more firms than diversification or foreign sales to total sales (FSTS). Executive Takeaways
Lance E. Brouthers, Professor of Management
Made with FlippingBook - Online catalogs