4 questions to Sabine Ruaud & Peter Daly (EDHEC) on the internationalisation of the ‘Made in France’

Each of your case studies uses a different entry mode in the targeted country or countries.  What key factors influenced these strategic choices?

Sabine Ruaud: Each brand chose a path consistent with its DNA. Aux Merveilleux de Fred, for instance, relied on co-ownership, combining control over quality with local know-how. The « French pastry chef » story helped attract trusted partners in cities such as New York, London or Tokyo.

Peter Daly: Cabaïa started with a B2B reseller network to test markets and limit financial risk before opening its own stores. Its eco-branding and lifetime guarantee appealed to German retailers. Le Chocolat des Français, on the other hand, used a standardised advertising campaign highlighting creativity and humour while adjusting details to local sensibilities.

All three brands leverage their French heritage, but in different ways. How did ‘Frenchness’ act as both an asset and a challenge in those three brands’ international expansion?

Peter Daly: « Made in France » remains a global shorthand for quality, craftsmanship, and aesthetics. For Aux Merveilleux de Fred, the French origin is central: customers expect excellence, elegance, and that certain “je-ne-sais-quoi”. Similarly, Le Chocolat des Français capitalises on the artistic and cultural dimensions of Frenchness, often associating its products with humour and design. Both brands clearly build on that image.

Sabine Ruaud: This identity can also be a double-edged sword. Frenchness should be a story told with subtlety, not a stereotype repeated mechanically! Over-reliance on clichés risks appearing artificial. Cabaïa provides an interesting counterexample: rather than pushing an overtly “French” image, the brand emphasises design, durability, and customer experience.

How should brands balance standardisation and localisation in their international strategy?

Sabine Ruaud: There’s no ‘one-size-fits-all’ rule. Standardisation enhances brand recognition and cost efficiency, especially in advertising and packaging. But localisation is essential for emotional relevance. In Asia, Aux Merveilleux de Fred adapted its flavours to suit local tastes while maintaining the brand’s core. Likewise, Le Chocolat des Français adapts humour and visuals to avoid cultural misunderstandings, without losing its artistic tone.

Peter Daly: We usually advise firms to start with a coherent brand platform, then adapt selectively. Misplaced humour, cultural insensitivity or ignoring local competitors can harm a brand, while partnerships with local artists or influencers can build genuine cultural connections. Le Chocolat des Français’ work with illustrators, or Cabaïa’s partnerships around sustainability, are perfect examples of this.

What key lessons can entrepreneurs draw from these cases? How can they use their cultural background as a springboard when thinking about expanding abroad?

Sabine Ruaud: First, build a strong and authentic story rooted in culture. Each of these brands is anchored in a cultural narrative that goes beyond simple product features: artisanal mastery for Merveilleux, joyful creativity for Cabaïa, artistic irreverence for Le Chocolat des Français. Second, expand gradually by testing markets through partnerships or resellers before investing heavily in owned stores. Third, embrace cultural differences as opportunities rather than obstacles.

Peter Daly: Above all, don’t fear mixing local and global. The best international brands are those that know how to translate their DNA without betraying it. Authenticity travels better than imitation. Your local culture can be a springboard, provided you remain adaptable and genuinely curious about your future international customers. Our students are part of a generation that instinctively thinks global: working on Born Global companies like Cabaïa provides them with concrete frameworks to better understand start-up internationalisation.

References

(1) International Marketing in Practice, A Case Study Collection (2025). 1st Edition, edited By Véronique Boulocher-Passet. Routledge - https://www.routledge.com/International-Marketing-in-Practice-A-Case-Study-Collection/Boulocher-Passet/p/book/9781032712918

The 3 cases studied by Sabine Ruaud and Peter Daly and published in the book mentionned above:

(2) Aux Merveilleux de Fred - Spreading French Patisserie Know-How Abroad. Chapter Case 4 - https://www.taylorfrancis.com/chapters/edit/10.4324/9781032713007-8/aux-merveilleux-de-fred-v%C3%A9ronique-boulocher-passet-peter-daly-sabine-ruaud

(3) Cabaïa - Expanding Through Owned Stores to Conquer Germany ?. Chapter Case 6 - https://www.taylorfrancis.com/chapters/edit/10.4324/9781032713007-10/caba%C3%AFa-v%C3%A9ronique-boulocher-passet-peter-daly-sabine-ruaud

(4) Can a Creative, Arty, and “Made in France” Advertising Campaign Help Sell Le Chocolat des Français Worldwide ? Chapter Case 49 - https://www.taylorfrancis.com/chapters/edit/10.4324/9781032713007-14/creative-arty-made-france-advertising-campaign-help-sell-le-chocolat-des-fran%C3%A7ais-worldwide-v%C3%A9ronique-boulocher-passet-peter-daly-sabine-ruaud