Phenicoptere: Taking GLOV Global
(5 pages of text)
On September 15, 2014, the chief executive officer and the vice-president of the start-up Phenicoptere Ltd. were heading home to Poland. They were returning from a meeting with Armelle S.A. in Marseille, France about selling their innovative product—a makeup-removal glove called GLOV, in Armelle S.A.’s global retail chain. “Isn’t it exciting?” asked the chief executive officer, how often does such a small firm get a chance to talk to the buyers of a global retail chain?” The vice-president of the company was not so enthusiastic. “It’s great we could talk to them,” she said. “But I’m not sure if this partnership is such a good idea. And I don’t only mean the exclusivity terms. There is also something else. We can’t afford to wait another year to start selling internationally.” The two entrepreneurs sat back and wondered whether partnering with Armelle S.A. was the best way to take Phenicoptere Ltd. global.
This case is designed to teach international entrepreneurship, which lies at the intersection of international business and entrepreneurship. It can be used in international management, international marketing, or general entrepreneurship courses at both the undergraduate and graduate levels. The case features two female protagonists, thus offering an opportunity to discuss gender equality in society and business. After completion of this case, students will be able to
- assess the strengths and weaknesses of a new venture in view of its global ambitions;
- understand how new ventures identify and exploit international opportunities, and how they deal with resource constraints; and
- evaluate different options for international growth available to a start-up (e.g., corporate–start-up alliances, e-commerce).
Poland, Small, 2014
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