PurposeThe purpose of this paper is to offer an integrative model of foreign market learning, including different learning processes, antecedents and outcomes.Design/methodology/approachThe paper makes a critical review of the relevant literature, drawing on a keywords-based search of three major databases and a range of other published work for a broader perspective on the subject.FindingsThe resulting integrative model shows in a number of ways how companies can learn and benefit from differences in foreign markets and what results this can lead to.Research limitations/implicationsThe sample of subject-specific contributions to the literature may have been insufficient, and a wider selection of keywords to identify them might have captured a richer variety of concepts and opinions.Originality/valueThe integrative model contributes to the literature on foreign market learning and innovation and serves as a basis for future studies and current management strategy.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Jul 1, 2019
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