What is it about?

The purpose of this paper is to examine how a foreign subsidiary operates in emerging markets and integrates market orientation with organizational learning to achieve a competitive lead. It is an attempt to fill an evident gap in the literature of integrating organizational learning into a market-oriented competitive strategy through using a four-step collective learning cycle at a foreign subsidiary located in Egypt.

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Why is it important?

This work advances the theory of organizational learning by testing the theme of collective learning cycle in a real work setting. It presents a real example of aligning market orientation into a collective learning cycle directed toward achieving competitive advantages.


The paper addresses a set of directions through which auto assembly firms leverage both collective learning practices and knowledge-driven strategy to gain competitive advantages. The foreign subsidiary paradigm indicates how a firm can use collective learning not only to respond to an internal need for change but also to react to external market forces and constraints.

Professor Gamal Mohamed Shehata
Cairo University

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This page is a summary of: Exploiting market-oriented collective learning cycle to leverage competitive advantage at a foreign subsidiary in emerging markets, European Business Review, January 2020, Emerald, DOI: 10.1108/ebr-03-2018-0063.
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