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

In: Cases on Born Globals

Author

Listed:
  • Véronique Boulocher-Passet
  • Peter Daly
  • Sabine Ruaud

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.

Suggested Citation

  • Véronique Boulocher-Passet & Peter Daly & Sabine Ruaud, 2024. "Cabaïa: can an eco-branding sustainability strategy foster the internationalisation of a Born Global?," Chapters, in: Erik S. Rasmussen (ed.), Cases on Born Globals, chapter 10, pages 130-145, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21625_10
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803924410.00018
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