Two young, French entrepreneurs, Louis Marty and Roland Jais Nielsen, founded Merci Handy in 2014 with the objective of revolutionizing everyday cosmetics and internationalizing quickly. The case discusses the first steps of their international development and addresses the internationalization process of born-global companies. It also questions the benefits and opportunities of start-ups when addressing a global target.
BaronRA (2008) The role of affect in the entrepreneurial process. Academy of Management Review33(2): 328–340.
2.
BaronchelliGCassiaF (2014) Exploring the antecedents of born-global companies’ international development. International Entrepreneurship and Management Journal10(1): 67–79.
3.
BiragliaAKadileV (2017) The role of entrepreneurial passion and creativity in developing entrepreneurial intentions: insights from American homebrewers. Journal of Small Business Management55(1): 170–188.
4.
BoltonRNParasuramanAHoefnagelsA, et al. (2013) Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management24(3): 245–267.
5.
BruneelJDe CockR (2016) Entry mode research and SMEs: a review and future research agenda. Journal of Small Business Management54: 135–167.
6.
CardonMSFooMDShepherdD, et al. (2012) Exploring the heart: entrepreneurial emotion is a hot topic. Entrepreneurship Theory and Practice36(1): 1–10.
7.
CardonMSWincentJSinghJ, et al. (2009) The nature and experience of entrepreneurial passion. Academy of Management Review34(3): 511–532.
8.
CarsrudABrännbackM (2011) Entrepreneurial motivations: what do we still need to know?Journal of Small Business Management49(1): 9–26.
9.
CavusgilSTKnightG (2015) The born global firm: an entrepreneurial and capabilities perspective on early and rapid internationalization. Journal of International Business Studies46(1): 3–16.
10.
ChettySCampbell-HuntC (2004) A strategic approach to internationalization: a traditional versus a “born-global” approach. Journal of International Marketing12(1): 57–81.
11.
CiravegnaLKuivalainenOKunduSK, et al. (2018) The antecedents of early internationalization: a configurational perspective. International Business Review27(6): 1200–1212.
CovielloNE (2006) The network dynamics of international new venture. Journal of International Business Studies37(5): 1–19.
14.
CovielloN (2015) Re-thinking research on born globals. Journal of International Business Studies46(1): 17–26.
15.
CrickD (2009) The internationalisation of born global and international new venture SMEs. International Marketing Review26(4/5): 453–476.
16.
DrnovsekMCardonMSPatelPC (2016) Direct and indirect effects of passion on growing technology ventures. Strategic Entrepreneurship Journal10(2): 194–213.
17.
Euromonitor International (2015) Millennials: Impact of Their Behaviour on Global Consumer Markets. October.
18.
Euromonitor International (2017) Beauty and Personal Care: Global Industry Overview. June.
19.
HoppCSondereggerR (2015) Understanding the dynamics of nascent entrepreneurship—prestart-up experience, intentions, and entrepreneurial success. Journal of Small Business Management53(4): 1076–1096.
20.
HoweNStraussW (2009) Millennials Rising: The Next Great Generation. New York: Vintage.
21.
JohansonJVahlneJE (1977) The internationalisation process of the firm – a model of knowledge development and increasing foreign market commitment. Journal of International Business Studies8(2): 23–32.
22.
KlyverKHunterEWatneT (2012) Entrepreneurial ties and innovativeness in the start-up decision. The International Journal of Entrepreneurship and Innovation13(3): 153–163.
23.
KoSButlerJE (2007) Creativity: a key link to entrepreneurial behavior. Business Horizons50(5): 365–372.
24.
LeeflangPSVerhoefPCDahlströmP, et al. (2014) Challenges and solutions for marketing in a digital era. European Management Journal32(1): 1–12.
25.
Lynn ChildsMJinB (2014) Is Uppsala model valid to fashion retailers? An analysis from internationalisation patterns of fast fashion retailers. Journal of Fashion Marketing and Management18(1): 36–51.
26.
MaltbyT (2012) Using social media to accelerate the internationalization of startups from inception. Technology Innovation Management Review2(10): 22–26.
27.
MittenessCSudekRCardonMS (2012) Angel investor characteristics that determine whether perceived passion leads to higher evaluations of funding potential. Journal of Business Venturing27(5): 592–606.
28.
MurnieksCYMosakowskiECardonMS (2014) Pathways of passion: identity centrality, passion, and behavior among entrepreneurs. Journal of Management40(6): 1583–1606.
29.
OviattBMMcDougallPP (1994) Toward a theory of international new ventures. Journal of International Business Studies25(1): 45–64.
30.
OviattBMMcDougallPP (2005) Defining international entrepreneurship and modeling the speed of internationalization. Entrepreneurship Theory and Practice29(5): 537–554.
31.
RennieMW (1993) Born global. McKinsey Quarterly4: 45–52.
TangYK (2011) The influence of networking on the internationalization of SMEs: evidence from internationalized Chinese firms. International Small Business Journal29(4): 374–398.
34.
ThorgrenSWincentJ (2015) Passion and habitual entrepreneurship. International Small Business Journal33(2): 216–227.
35.
WangWYPauleenDJZhangT (2016) How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management54: 4–14.
