Understanding incubation during foreign market entry: lessons learnt from an illustrative Danish case study

Abstract

Purpose

This paper aims to discuss business incubation to enter foreign markets in Brazil, Russia, India and China (BRIC) countries through the lens of an “international business incubator” (IBI). International market expansion offers huge opportunities for companies to increase their revenue, but there are also challenging tasks such as the establishment of a business company and the occupation of a strategic position abroad. Practitioners consider this process as the act of incubation, but the theoretical discussion lags behind the practice-led debate.

Design/methodology/approach

An illustrative, and theory-led, case study is presented that describes market expansion to BRIC countries through a network-based IBI. The empirical case is an illustrative Danish company with international operations in BRIC countries both with and without an IBI.

Findings

International business incubation represents a process, which can be influenced through an IBI, and business networking during foreign market entry is shaped by IBI brokerage (bridging, bonding and protecting) in different phases. IBI activities that are embedded in business networking support a company’s endeavours in getting a foothold and acquiring a strategic position in BRIC markets and facilitates the market penetration.

Research limitations/implications

The IBI’s activities to enter foreign markets should be thoroughly managed. Further studies should be conducted with cross-case comparisons and larger samples to reflect on the propositions established.

Originality/value

By linking the business networking theory with the practice-led understanding of business incubation, the study explores an under-conceptualised topic for international business and entrepreneurship scholars. The paper offers an initial understanding of how brokerage interacts with incubation during the entry of new markets.

Citation

Gretzinger, S., Ulrich, A.M.D., Hollensen, S. and Leick, B. (2021), "Understanding incubation during foreign market entry: lessons learnt from an illustrative Danish case study", Journal of Business & Industrial Marketing, Vol. 36 No. 11, pp. 2074-2085. https://doi.org/10.1108/JBIM-05-2019-0198