Market discovery and the international expansion of the firm

Jukka Hohenthal, Jan Johanson, Martin Johanson

Research output: Contribution to journalArticlepeer-review

72 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)659-672
Number of pages14
JournalInternational Business Review
Issue number6
Early online date4 Nov 2003
Publication statusPublished - 1 Dec 2003
Externally publishedYes


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