Foreign market learning: an integrative model of its antecedents, processes and outcomes

Abstract

Purpose The purpose of this paper is to offer an integrative model of foreign market learning, including different learning processes, antecedents and outcomes. Design/methodology/approach The 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. Findings The 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/implications The 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/value The integrative model contributes to the literature on foreign market learning and innovation and serves as a basis for future studies and current management strategy.