The Incubator Concept as an Entry Mode option for SME’s
作者: Anna Marie Dyhr UlrichSvend Hollensen
作者单位: 1Department of Border Region Studies University of Southern Denmark. amdu@sam.sdu.dk
刊名: Transnational Marketing Journal, 2014, Vol.2 (1), pp.1-19
来源数据库: Transnational Press
原始语种摘要: 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.
全文获取路径: TP  (合作)
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关键词翻译
关键词翻译
  • option 选择
  • entry 入口
  • market 市场
  • incubator 孵化箱
  • opportunity 机会
  • control 控制
  • company 公司
  • subsidiary 辅助测量
  • distributor 接线板
  • increasingly 愈加