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

Véronique Boulocher-Passet, Peter Daly and Sabine Ruaud

Chapter 10 in Cases on Born Globals, 2024, pp 130-145 from Edward Elgar Publishing

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.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2024
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