The Moderating Effects of Vicarious Learning on the Relationship between Core Competence and Sales: A Focus on Born-Global Ventures’ Growth in Advanced Countries

Purpose: This study is considered vicarious learning to be an important factor that leads to the performance of born-global ventures. Through this, we aimed to d evelop a model that e xplain t he inf luence o f various v icarious learning on the ventures’ international growth. Research design, data, and methodology: Employing the resource-advantage theory of competition a s a underlying f ramework, we generated a model that might explicate the effects of vicarious learning on international growth in the context of born-global ventures. Results: T he r esults o f the c urrent s tudy presented t hat c hanges in t he innovation and marketing capabilities of born-global ventures have a positive ef f ect on overseas sales growth a fter entering developed markets. In addition, vicarious learning from the CEO, domestic competitors, foreign competitors, global competitors, and local partners of a born-global venture positively moderates the relationship between changes in core competencies and increased overseas sales after entering developed markets. Implications: Our study may present a new logic in research area and market-oriented research area related to organizational learning. In the meantime, research on market orientation has been conducted centered on customer orientation, but the importance of learning will trigger research on competitors presented in this study on competitors. In that research on competitors, it will a ppear as a k ey m arketing r esearch f ield, and learning about how this study presented from competitors and learning from competitors.