The Role of Networks and Matching in Market Entry to Emerging Retail Markets
Purpose - The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market. Design/methodology/approach - The study is of an exploratory nature, and based on an inductive and qualitative research method. A case study of IKEA's e
