Abstract
This article explores the early phases of the incubation process, in which small and medium-sized companies are evaluated for a project that aims to accelerate their growth. Guided by the justification theory approach, the objective was to analyse how different orders of worth (inspired, domestic, fame, civic, market and industrial) guided evaluation, selection and justifications thereof in a face-to-face meeting between project staff and business experts. Findings indicate that justifications for the companies having most potential for incubation were informed by the domestic order of worth in particular, emphasising evaluators' common history, mutual familiarity and personal relationships with the people and teams of the prospective companies. Concerning the industrial order of worth, professionalism, efficiency and a limited number of internal growth factors related to people were addressed.
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