Cabaïa: Can an eco-branding sustainability strategy foster the internationalisation of a Born Global?
Résumé
Two young, French entrepreneurs, Bastien Valensi and Emilien Foiret, founded Cabaïa in 2015 with the objective of revolutionizing the fashion accessories industry and internationalising quickly. The case discusses the first steps of their international development and addresses the internationalisation process of Born-Global (BG) companies. It questions the role of marketing capabilities, eco-branding strategies as well as the choice of a target market to succeed in rapid internationalization.