Ulrich, Anna Marie Dyhr; Hollensen, Svend - In: Transnational Marketing Journal 2 (2014) 1, pp. 1-19
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...