Internationalizationʹs effect on marketing learning: A study of Syrian firms

The aim of the present study is to understand the effects of international expansion on firmsʹ acquisition of marketing learning. This studyʹs 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 firmʹs international activities, perception of gaps in marketing knowledge, and external social capital positively influence firmsʹ acquisition of marketing learning. However, firmʹs 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.