Emma the Sleep Company : a global startup

• Autor(a) principal: Luca, Alberto de
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42803
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation aims to understand how Emma - The Sleep Company, a successful German Start-up, was able to start its internationalization since an early stage of its existence and how it has been capable to become the leader d2c sleep brand worldwide. Furthermore, the main goal is to recognize how the company setup influenced its entry decisions and partnership development, what role their resources and capabilities had throughout that process, and what kind of barriers are in the way of born global firms (BGFs). It is possible to conclude that the combination between a diversified network of partners, together with the innovation capabilities and a company culture based on teamworking and proactiveness, ultimately leads to a path of success and great conquers, giving the firm a competitive edge on the international market. Nevertheless, the global reach has exposed Emma to some concerns regarding future growth opportunities, as the company performed under target in mature markets like US, while its supply chain suffered, especially in Europe, due to an increase in the number of orders. Emma is currently working to address those risks, while the global mattress market becomes more and more fragmentated.