The performance feedback literature has overlooked how the synthesis of both elements—feedback on multiple performance goals of different importance and at different levels—affects organizational change within the context of internationalization. We argue that performance shortfalls on profitability and sales growth goals of different priority at the corporate level induces diverging rates of internationalization due to resource constraints. We also posit that business unit goals (profitability and growth) modify the relationship between corporate profitability shortfalls and internationalization rates, providing additional insights into how tensions between multiple goals at different levels in the organizational structure engender heterogeneous patterns of internationalization. Empirical findings from a population of publicly-listed multiunit firms on the Russell 3000 index over the period 1998-2016 supported the hypotheses.