neolid, a French start-up in Japan and South Korea

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: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur

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Abstract: neolid is a start-up whose headquarters are located in Lyon, France. In 2015, the company's turnover was 500,000 euros and its lidless isotherm boxes and mugs won several awards. The start-up's products are distributed online and at trade fairs as well as through a network of independent sales agents. They are also sold to companies and local authorities as personalized promotional products or "goodies". This case study focuses on the expansion of the company into Japan and South Korea. It deals with the creation and growth of the start-up, the characteristics of the Japanese and South Korean markets, the selection of entry modes and the management of cultural differences.

Keywords: intercultural management.; internationalization; market entry modes; Start-up (search for similar items in EconPapers)
Date: 2019-08-20
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Published in Christiane Prange and Ralf Kattenbach. Management practices in Asia, Springer, 2019, ⟨10.1007/978-3-030-19662-2_3⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02049252

DOI: 10.1007/978-3-030-19662-2_3

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