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Market discovery and the international expansion of the firm


  • Hohenthal, Jukka
  • Johanson, Jan
  • Johanson, Martin


The objective of this paper is to formulate a theoretical framework for studies of antecedents and consequences of discoveries during international expansion. By introducing market discovery it seems to be possible to offer a richer understanding of the pattern and pace of the international expansion of a firm. Market discovery is the result of both exploration and exploitation activities, but in order to exploit market discovery, a firm must learn to handle the discovered opportunity. A discovery, usually made while a firm is conducting daily activities, occurs in connection with search, planning, routine, and improvisation. The resulting learning can lead to changes in pace, orientation, and extension of the international expansion of the firm.

Suggested Citation

  • Hohenthal, Jukka & Johanson, Jan & Johanson, Martin, 2003. "Market discovery and the international expansion of the firm," International Business Review, Elsevier, vol. 12(6), pages 659-672, December.
  • Handle: RePEc:eee:iburev:v:12:y:2003:i:6:p:659-672

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    References listed on IDEAS

    1. Ardichvili, Alexander & Cardozo, Richard & Ray, Sourav, 2003. "A theory of entrepreneurial opportunity identification and development," Journal of Business Venturing, Elsevier, vol. 18(1), pages 105-123, January.
    2. Winter, Sidney G., 1984. "Schumpeterian competition in alternative technological regimes," Journal of Economic Behavior & Organization, Elsevier, vol. 5(3-4), pages 287-320.
    3. Forsgren, M., 2002. "The concept of learning in the Uppsala internationalization process model: a critical review," International Business Review, Elsevier, vol. 11(3), pages 257-277, June.
    4. von Hippel, Eric & Tyre, Marcie J., 1995. "How learning by doing is done: problem identification in novel process equipment," Research Policy, Elsevier, vol. 24(1), pages 1-12, January.
    5. Demmert, Henry & Klein, Daniel B., 2003. "Experiment on entrepreneurial discovery: an attempt to demonstrate the conjecture of Hayek and Kirzner," Journal of Economic Behavior & Organization, Elsevier, vol. 50(3), pages 295-310, March.
    6. John H Dunning, 1988. "The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(1), pages 1-31, March.
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    Cited by:

    1. Peter Strachan & David Lal, 2004. "Wind Energy Policy, Planning and Management Practice in the UK: Hot Air or a Gathering Storm?," Regional Studies, Taylor & Francis Journals, vol. 38(5), pages 549-569.
    2. Yanto Chandra & Chris Styles & Ian Wilkinson, 2015. "Opportunity portfolio: Moving beyond single opportunity explanations in international entrepreneurship research," Asia Pacific Journal of Management, Springer, vol. 32(1), pages 199-228, March.
    3. repec:ibn:ibrjnl:v:10:y:2017:i:6:p:189-198 is not listed on IDEAS
    4. Kontinen, Tanja & Ojala, Arto, 2011. "Network ties in the international opportunity recognition of family SMEs," International Business Review, Elsevier, vol. 20(4), pages 440-453, August.
    5. Jones, Marian V. & Coviello, Nicole & Tang, Yee Kwan, 2011. "International Entrepreneurship research (1989–2009): A domain ontology and thematic analysis," Journal of Business Venturing, Elsevier, vol. 26(6), pages 632-659.
    6. Yamin, Mohammad & Sinkovics, Rudolf R., 2006. "Online internationalisation, psychic distance reduction and the virtuality trap," International Business Review, Elsevier, vol. 15(4), pages 339-360, August.
    7. repec:spr:manint:v:46:y:2006:i:2:d:10.1007_s11575-006-0042-5 is not listed on IDEAS
    8. repec:spr:manint:v:46:y:2006:i:2:d:10.1007_s11575-006-0044-3 is not listed on IDEAS
    9. Niklas Åkerman, 2015. "International opportunity realization in firm internationalization: Non-linear effects of market-specific knowledge and internationalization knowledge," Journal of International Entrepreneurship, Springer, vol. 13(3), pages 242-259, September.
    10. Pease, Stephanie & Paliwoda, Stanley & Slater, Jim, 2006. "The erosion of stable shareholder practice in Japan ("Anteikabunushi Kosaku")," International Business Review, Elsevier, vol. 15(6), pages 618-640, December.


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