“…Keith et al, 2016;Murphy et al, 2018), empirical evidence on the subject remains scant (Battistia et al, 2019). The literature that does exist contributes that key aspects of learning within a small firm setting are based around contextualised social experiences (Csillag et al, 2019;Taylor and Thorpe, 2004); wherein the owner/manager (OM) is the medium through which much of the strategic learning success relies (Battistia et al, 2019;Deakins et al, 2012). Yet, few studies consider how OMs learn and whether that learning is consequently embedded in the organisation (Battistia et al, 2019;Deakins et al, 2012;Kelliher and Henderson, 2006;Murphy et al, 2018;Wolff et al, 2015), thus small firm OM strategic learning activity is worthy of exploration.…”