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Product cover image for Phenicoptere: Channel Strategy for International Expansion

Phenicoptere: Channel Strategy for International Expansion

Aleksandra Wasowska

Product #:9B18M172
Supplier:Ivey
Discipline:Entrepreneurship, General Management, International Business
Setting:Poland, 2017
Details:Case (PDF) • 7 pages • 2018-11-09 (Rev: 2018-11-05)

Subjects:

InternationalizationBusiness managementEntrepreneurshipInternational business

Industries:

Fabrication and manufacturing

Geography:

PolandEurope
Your Price:$9.71

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Phenicoptere Ltd. (Phenicoptere), founded in 2012 by two female entrepreneurs, was a Polish start-up offering a makeup-removal glove called GLOV. Phenicoptere went global at the very early stage of its development. By 2017, the company was present in 44 countries and derived nearly 90 per cent of its revenues from foreign markets. The chief executive officer and vice-president of Phenicoptere must now decide whether and how the company should incorporate e-commerce into its internationalization strategy.

Learning Objectives

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 the undergraduate or graduate level. The case features a female protagonist, thus offering an opportunity to discuss the role of gender in entrepreneurship. Following calls for more gender diversity in management education (e.g., Harvard Business School Gender Initiative, 2015), it promotes gender equality in society and business. Following discussion of the case, students will have developed their ability to do the following:
  • Understand how new ventures identify and exploit international opportunities and how they deal with resource constraints.
  • Analyze the market environment of an international new venture, taking into consideration the pressure to adapt versus standardize.
  • Evaluate the different options for international growth available to a start-up.
  • Evaluate different channels of retail supporting international expansion, including e-commerce.
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Case Study: Phenicoptere: Channel Strategy for International Expansion (English version) | Ivey Publishing