difficult to tell how promising the business really is. This conundrum can be solved by avoiding the business altogether. Perhaps the most common approach to distributing in uncertain environments when specificities are high is not to enter the market at all. Because those activities that firms decide not to pursue are difficult to observe, it is not known how often such business activities are never undertaken. Yet, non-market-entry, while difficult to notice, is always present and is frequently attributed to other factors.