Organisational learning and consumer learning in foreign markets: A case study of IKEA in Japan
Nguyen, Thy; Cai, Yingdan; Evans, Adrian
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
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.
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.
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.
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.
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|Presentation Conference Type||Conference Paper (unpublished)|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|
Organisational learning and consumer learning in foreign markets_2018.pdf
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