Transnational Marketing Journal by Anna Marie Dyhr Ulrich
The aim of this article is to investigate the relevance of an alternative entry mode, the incubat... more 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.
Papers by Anna Marie Dyhr Ulrich
Journal of Business Models, 2020
Purpose: This paper investigates the implications for a manufacturer's relationship building ... more Purpose: This paper investigates the implications for a manufacturer's relationship building towards B2B customers and suppliers as a consequence of Internet-of-Things (IoT) platform models. Design/Methodology/Approach: Explorative single case study with embedded sub-cases. Qualitative research approach. Semi-structured interviews. Findings: The paper identifies two ways of doing relationship building when it comes to IoT platform models. Relationship building can take place through a Classic Relationship IoT platform model (characterized by low complexity) or a New Relationship IoT platform model (characterized by high complexity). In both models, the manufacturer aims for high stickiness towards the customers. In the New Relationship model, however, low stickiness towards suppliers is aimed for in order to enable the manufacturer to orchestrate the stakeholder constellation dynamically. In addition, a driver for the low stickiness aim towards suppliers can be found in a motive...
International Journal of Business and Management, 2012
Based on a survey of 170 Danish SMEs the paper examines influences on entry mode choices and the ... more Based on a survey of 170 Danish SMEs the paper examines influences on entry mode choices and the financial outcome of these decisions. The main research objectives are divided into two steps:
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Transnational Marketing Journal by Anna Marie Dyhr Ulrich
Papers by Anna Marie Dyhr Ulrich