Abstract
Two young French entrepreneurs, Bastien Valensi and Emilien Foiret, founded Cabaïa in 2015 to revolutionise the fashion accessories industry and internationalise quickly. The case discusses the first steps of their international development and addresses the internationalisation process of Born Global companies. It questions the role of marketing capabilities, eco-branding strategies, and the choice of a target market to succeed in rapid internationalisation.
| Original language | English |
|---|---|
| Title of host publication | Cases on Born Globals |
| Editors | Erik S. Rasmussen |
| Place of Publication | UK/US |
| Publisher | Edward Elgar Publishing |
| Chapter | 10 |
| Pages | 130-146 |
| Number of pages | 16 |
| ISBN (Electronic) | 9781803924410 |
| ISBN (Print) | 9781803924403 |
| Publication status | Published - 10 Jan 2024 |
Keywords
- born global
- internationalisation
- marketing
- eco-branding
- sustainability