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Internationalization's effect on marketing learning: A study of Syrian firms

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  • Ibeh, Kevin
  • Kasem, Laila

Abstract

The aim of the present study is to understand the effects of international expansion on firms' acquisition of marketing learning. This study's focus on marketing learning complements previous research on the impact of internationalization on the development of foreign-market and technological knowledge. The research finds that the scope of a firm's international activities, perception of gaps in marketing knowledge, and external social capital positively influence firms' acquisition of marketing learning. However, firm's age at initial international market entry appears not to be a significant factor. The study adds to the very limited body of research on the marketing learning outcomes of international expansion, while also offering rare empirical insights from the Middle East on this important subject matter. The paper discusses implications for international managers, policy makers, and future researchers.

Suggested Citation

  • Ibeh, Kevin & Kasem, Laila, 2014. "Internationalization's effect on marketing learning: A study of Syrian firms," Journal of Business Research, Elsevier, vol. 67(5), pages 680-685.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:680-685
    DOI: 10.1016/j.jbusres.2013.11.027
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    3. Niittymies, Aleksi & Pajunen, Kalle, 2020. "Cognitive foundations of firm internationalization: A systematic review and agenda for future research," International Business Review, Elsevier, vol. 29(4).

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