Getting out of Dominant Logic Trap: (Un)learning to De-internationalize and Re-internationalize

Dominant logic can help firms to take advantage of new opportunities. At the same time, it can prevent them from seeing such opportunities, acting as a ‘dominant logic trap’ or ‘dominant logic blinder’. In this paper, we aim to explore how firms get out of such ‘trap’ when faced with de-internationalization and re-internationalization decisions. Through the lenses of business model configuration theory, we study how firms (un)learn from their de-internationalization and how the latter affects their ensuing re-internationalizations decisions and strategies.