ABSTRACT
This chapter focuses on the Franco-Caribbean firm Ligne St. Barth as a case study and on the island of St. Barthelemy where the firm originated and where it continues to be based. The study looks at the niche strategy approach by identifying the entrepreneurial elements in the strategic actions of the firm's management and its links to the process of internationalization. Ligne St. Barth has taken advantage of the international juncture between the luxury market, the health and beauty industry and tourism, namely, the importance of the physical and emotional health of consumers belonging to a professional and highly mobile class with purchasing power for discretionary spending on goods and services. Ligne St. Barth also departed from most small island state and territory international new ventures (INV), which focus on service provision, by becoming a manufacturing niche microfirm with a global reach within a few years of its inception.
