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Chapitre D'ouvrage Année : 2024

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.
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Dates et versions

hal-04399295 , version 1 (17-01-2024)

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  • HAL Id : hal-04399295 , version 1

Citer

Sabine Ruaud, Véronique Boulocher-Passet, Peter Daly. Cabaïa: Can an eco-branding sustainability strategy foster the internationalisation of a Born Global?. Edward Elgar Publishing. Cases on Born Globals, Edward Elgar Publishing, pp.130-145, 2024, 978 1 80392 440 3. ⟨hal-04399295⟩

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