Hilmersson, Mikael; Johanson, Martin; Lundberg, Heléne; … - In: International Marketing Review 38 (2021) 3, pp. 585-612
Purpose: Few researchers and even fewer practitioners would deny that serendipitous events play a central role in the growth process of firms. However, most international marketing models ignore the role of serendipity in the opportunity discovery process. The authors provide a nuanced view on...