A. Introduction.- B. Research field and focus.- I. Definitions.- II. Review of existing literature.- III. Development of research framework.- C. Methodological background and research design.- I. Introduction to qualitative research.- II. Qualitative research approaches.- III. Research design.- D. Research findings.- I. Industry context.- II. Integrated case study report.- E. Discussion.- I. Conceptualization of entrepreneurial strategies and practical implications.- II. Comparison of findings with existing literature.- III. Critical appraisal.- F. Summary and outlook.- References.