Cabaïa: can an eco-branding sustainability strategy foster the internationalisation of a Born Global?

Veronique Boulocher-Passet, Peter Daly, Sabine Ruaud

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNChapterpeer-review

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 languageEnglish
Title of host publicationCases on Born Globals
EditorsErik S. Rasmussen
Place of PublicationUK/US
PublisherEdward Elgar Publishing
Chapter10
Pages130-146
Number of pages16
ISBN (Electronic)9781803924410
ISBN (Print)9781803924403
Publication statusPublished - 10 Jan 2024

Keywords

  • born global
  • internationalisation
  • marketing
  • eco-branding
  • sustainability

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