Lages, Luis Filipe; Mata, Jose; Griffith, David A. - In: Journal of Business Research 66 (2013) 12, pp. 2600-2611
While a great deal of research has explored how international marketing strategy influences performance, researchers … have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past … performance. In this study, organizational learning theory addresses when and how international marketing strategy will change …