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

Nguyen, Thy; Cai, Yingdan; Evans, Adrian

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.

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, UWE Bristol, UK

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: The British Academy of Management 2018 Conference
• Conference Location: UWE Bristol, UK
• Start Date: Sep 4, 2018
• End Date: Sep 6, 2018
• Acceptance Date: Apr 30, 2018
• Publication Date: Sep 1, 2018
• Deposit Date: Jun 29, 2018
• Publicly Available Date: Sep 4, 2018
• Peer Reviewed: Peer Reviewed
• Keywords: Organisational learning, consumer learning, foreign market, case study, primary data
• Public URL: https://uwe-repository.worktribe.com/output/861858
• Additional Information: Title of Conference or Conference Proceedings : British Academy of Management 2018 Conference