Abstract Operating on the foreign market poses a significant effort for construction firm that cannot be over sighted. During the preparation period, standard data collected prove to be insufficient leaving experiential reasoning to be a main factor for making a decision. Authors examine to question experiential knowledge according to institutional theory guidelines. Institutional theory is used as theoretical base which authors recognize as most comprehensive characterization of market context to date. On basis of a survey results authors bring conclusion that help uncover the nature of the experiential knowledge as a phenomeno
