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This article aims to analyze the primary criteria used by Brazilian business incubators to select new enterprises. The research method used was a documentary analysis with 124 selection notices available in the websites of business incubators. These criteria were divided into 17 categories, and the most mentioned among them were: innovation level, economic feasibility, and team capability, corroborating the ideas mentioned by other studies. The results presented in this research may be of great value for incubator managers and academics. Incubator managers may use these results to critically analyze their criteria and/or complement them. Academics, in turn, may use these results as a starting point for future research.

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