Title: Navigating internationalisation: step-by-step expansion vs. born-global strategy in the SquadEasy case

Authors: Catherine Lejealle

Addresses: ISC Paris, 22 Boulevard du Fort de Vaux, 75017 Paris, France

Abstract: Founded in 2014 by French entrepreneur Brice Chapignac, SquadEasy is a platform aimed at strengthening team cohesion and boosting employee engagement through activities centred on physical wellness and eco-friendly challenges. From the outset, Chapignac had envisioned expanding the company on an international scale. This case study analyses the strategic choice between adopting the Uppsala model of incremental internationalisation and embracing a born-global approach. It evaluates both internal and external factors that support a born-global strategy. Additionally, the study examines the selection of market entry modes and the role of digital technologies, particularly social media, in facilitating international growth. Finally, it assesses the economic, social and environmental risks of the born-global strategy.

Keywords: internationalisation; born-global; Uppsala model; international new venture; entry mode.

DOI: 10.1504/IJTCS.2026.152371

International Journal of Teaching and Case Studies, 2026 Vol.16 No.1, pp.1 - 14

Received: 04 Dec 2024
Accepted: 10 Feb 2025
Published online: 17 Mar 2026 *

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