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Salman Kimiagari, Peter Gabrielsson, Mika Gabrielsson and Benoit Montreuil

The market strategies of international new ventures (INVs) have not been the topic of extensive study. This chapter investigates these strategies and examines the factors that affect them. It develops a model and propositions based on an in-depth case study of a firm from a small and open economy. The INV firm can select from a country diversification, customer diversification or a hybrid strategy. Our case firm showed that pursuit of a hybrid strategy, however, proved to be challenging. The results further indicate that market strategy is affected by the learning advantages of newness, an international management orientation and the extent to which effectuation logic was used. Psychic distance does not seem to be an important concern. The findings have important implications for international entrepreneurship scholars and practitioners.