This thesis applies Born Global (BG) theory to analyze the luxury mobile consumer industry
and phone company start-up Fantôme, which recently launched its first luxury phone, the
Arcane. Then a structured analysis, using weighted relevant indices, is made of a large
selection of countries for suitability of expansion for Fantôme. Further analysis is performed
from a short selection of the top ranking countries with two of these countries being deeply
analyzed, resulting in a strategic marketing plan developed accordingly for the company
