Skip to main content

Research Repository

See what's under the surface

Organisational learning and consumer learning in foreign markets: A case study of IKEA in Japan

Nguyen, Thy; Cai, Yingdan; Evans, Adrian

Authors

Thy Nguyen

Catherine Cai Catherine.Cai@uwe.ac.uk
Senior Lecturer in Strategy and International Management

Adrian Evans Adrian4.Evans@uwe.ac.uk
Lecturer in International Management



Abstract

Purpose
The aim of this research is to explore the mutual relationship between organisational learning and consumer learning in internationalisation. We would like to build a model on dyadic knowledge management in foreign markets and apply the framework to a case study.

Design
We develop a theoretical framework to examine the combined learning process of organisational learning and consumer learning at different stages of internationalisation. The research employs a single case study of IKEA in Japan. A qualitative approach has been conducted with three interviewees who have experiences in shopping in IKEA.

Findings
We find out that the combined learning is related to a positive effect in international markets. Moreover, organisations learn to adapt to customer’s needs and markets in the host country but the mutual adaption of organisational learning and consumer learning only happens when consumers are willing to learn to adapt to the company’s business model.

Research limitations/implications
This paper contributes to the literature on organisational learning in foreign markets. We argue for a dyadic approach and stress the importance of mutual learning between the organisation and consumers.

Practical implications
The paper has managerial implications regarding knowledge management in international markets and provides a better framework for service companies targeting culturally and institutionally diverse countries.

Presentation Conference Type Conference Paper (unpublished)
Start Date Sep 4, 2018
Publication Date Sep 1, 2018
Peer Reviewed Peer Reviewed
APA6 Citation Nguyen, T., Cai, Y., & Evans, A. (2018, September). Organisational learning and consumer learning in foreign markets: A case study of IKEA in Japan. Paper presented at The British Academy of Management 2018 Conference
Keywords Organisational learning, consumer learning, foreign market, case study, primary data
Additional Information Title of Conference or Conference Proceedings : British Academy of Management 2018 Conference

Files







You might also like



Downloadable Citations