... Limited 2025 Emerald Publishing Limited Licensed re-use rights only Internationalization strategies Emerging markets Entry modes Talent development Sustainability Resource-based view The global fitness industry has grown significantly over recent decades, driven by increased...

..., their internationalization strategies, including the crucial choice of the most-suited foreign entry mode, have only been analyzed marginally by the extant literature. This paper aims to examine how born digitals select their entry mode and which context-specific modes are preferred. Design/methodology/approach...