The Incubator Concept as an Entry Mode Option for Danish SME's

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Resumé

    The aim of this article is to investigate the relevance of an alternative entry mode, the incubator concept. Such an alternative entry mode like the so-called incubator is increasingly being used as a shortcut or bridge to a distant market. In-depth qualitative research on a selected case (Kelsen Group selling butter cookies to India) reveals the reasoning behind the entry mode choice of a company entering an emergent market (India). The incubator option provides the opportunity for a company to bridge the ‘gap’ between a low-control entry mode (e.g. importer or distributor) and high-control entry mode (e.g. wholly owned sales subsidiary), without involving too high risks and still keep a reasonable level of control.
    OriginalsprogEngelsk
    TidsskriftTransnational Marketing Journal
    Vol/bind2
    Udgave nummer1
    Sider (fra-til)1-19
    ISSN2041-4684
    StatusUdgivet - 15. jul. 2014

    Fingeraftryk

    Small and medium-sized enterprises
    Entry mode
    Incubator
    India
    Distributor
    Importer
    Cookies
    Subsidiaries
    Qualitative research
    Entry mode choice

    Citer dette

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    abstract = "The aim of this article is to investigate the relevance of an alternative entry mode, the incubator concept. Such an alternative entry mode like the so-called incubator is increasingly being used as a shortcut or bridge to a distant market. In-depth qualitative research on a selected case (Kelsen Group selling butter cookies to India) reveals the reasoning behind the entry mode choice of a company entering an emergent market (India). The incubator option provides the opportunity for a company to bridge the ‘gap’ between a low-control entry mode (e.g. importer or distributor) and high-control entry mode (e.g. wholly owned sales subsidiary), without involving too high risks and still keep a reasonable level of control.",
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    The Incubator Concept as an Entry Mode Option for Danish SME's. / Hollensen, Svend; Dyhr Ulrich, Anna Marie.

    I: Transnational Marketing Journal, Bind 2, Nr. 1, 15.07.2014, s. 1-19.

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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