Abstract
Have you ever seen a unicorn with a rainbow mane crying with laughter?! In February 2017, Louis and Roland (25), freshly graduated from a French business school, contemplated their first advertising campaign of their start-up, Merci Handy, in the Paris Metro. This animal was chosen for a good reason: besides its mythical side, the unicorn is also the symbol of start-ups that are less than ten years old, but valued at one billion dollars. With this humorous and offbeat discourse that breaks the codes in the cosmetics sector; Merci Handy has expressed its ambitions. It must be said that this young start-up has experienced rapid development, going from €300,000 in revenue in 2014 to €900,000 at the end of 2015 and closing 2016 with a turnover of €3m. Their concept was to re-enchant the most basic beauty and personal care products by offering them a lifestyle makeover, with a touch of humour and lots of love! Proud of their success on the French market, these two daring "millennipreneurs" wished to continue their expansion into Europe and were aiming to become even more international, particularly in Asia and in the United States. Their challenge was to become THE world's leading brand of everyday cosmetics. Merci Handy case study illustrates the steps of the international development of a start-up and questions the benefits and opportunities for start-ups today to address a global target from their inception.
| Original language | English |
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| Title of host publication | 2017 Proceedings of the North American Case Research Association |
| Place of Publication | Chicagoo |
| Publisher | NACRA |
| Pages | 0-0 |
| Number of pages | 1 |
| Publication status | Published - 1 Jan 2017 |
| Event | 2017 Proceedings of the North American Case Research Association - Sheraton Chicago O'Hare, Chicago, Illinois, 19–21 October, 2017 Duration: 1 Jan 2017 → … |
Conference
| Conference | 2017 Proceedings of the North American Case Research Association |
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| Period | 1/01/17 → … |