Neolid, a start-up expanding to Asia

Neolid, une start-up à la conquête de l’Asie

Noémie Dominguez () and Ulrike Mayrhofer ()
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Noémie Dominguez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: neolid is a start-up, founded in 2012, that designs, produces and markets lidless isothermal mugs and lunch boxes. The start-up's products are distributed directly (online and at trade fairs) and through a network of independent sales agents. They are marketed in around twenty countries and 30% of the company's turnover comes from exports. In 2016, the company decides to extend its international presence by targeting Asian markets, which offer interesting development opportunities. Developed in close collaboration with neolid, this case focuses on the international development of a start-up. Students are asked to analyse the internationalisation strategy, to elaborate an action plan for the Japanese and South-Korean markets, and to make recommendations for the company's future orientations.

Keywords: Strategic analysis; international strategy; international management; international development; entrepreneurship; start-up.; Diagnostic stratégique; stratégie internationale; management international; développement international; entrepreneuriat; start-up. (search for similar items in EconPapers)
Date: 2017
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Published in 2017

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01532762

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