Two case studies of Irish born globals in the natural cosmetics industry

This chapter presents two case studies of Irish SMEs in the natural, seaweed-based cosmetic industry which have internationalised successfully: Rí Na Mara and VOYA. The chapter outlines the internationalisation path and the manner in which the two companies select and develop their foreign markets. The cases explore the entrepreneurs’ background, their previous experience and how they have managed to grow their firms with limited resources. It also illustrates the entrepreneurs’ marketing competence as an important factor for successful internationalisation. The two companies market their products through a differentiation strategy, emphasising a superior product quality. They successfully incorporate local heritage, authenticity and credibility in their value propositions, setting strong foundations for customer relationship management. The two Irish born globals also leverage information and communication technologies, using E-commerce alongside traditional distribution channels, to reach international customers.