Rocket Internet, founded in 2007, funds start-ups. One of its successful investments was in Lamoda, a retailing fashion site in Russia that is modeled after Zappos. This is an example of a pioneering new entry strategy.

Question

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Pioneering new entry occurs when new entrants with a radical new product or highly innovative service change the way business is conducted in an industry. Imitative new entry occurs when new entrants capitalize on proven market successes. These pioneers usually have a strong marketing orientation. Lamoda is an example of the imitative new entry.

Rocket Internet, Founded in 2007, Funds Start-Ups