After experimenting with it for the last hour I finally found a solution that works for me. Thanks PD_usr for bringing this method to my attention and to experiment with it to FINALLY find a solution that works for me
I DIDN'T have to copy the InstallESD.dmg out of the "Install OS X Mavericks.app" and convert it to a bootable image. Only the following worked for me:
1) In Parallels Desktop 9, I chose NEW
2) Then "Install Windows or another OS from a DVD or image file".
3) In the next screen I chose "Image File".
4) I right click on the "Drag the image file here" section and chose "open file" in the context menu.
5) I then simply direct Parallels to the complete "Install OS X Mavericks.app" in the Applications folder (no drilling down or copying something out of this application package).
6) It then asked me also if I want to create a bootable image of it, and I said yes.
It did its thing and I could now finally install Mavericks into a VM.
So for me, no other way did work. Neither having a working bootable USB stick with the Mavericks installer on it, nor installing from Recovery Partition, nor providing Parallels with the InstallESD.dmg file. I needed to give it the full "Install OS X Mavericks.app".
Hope that may help somebody else who has the same issues.
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