商品敘述：

Suh Kyung-Bae, the President and CEO of AmorePacific, a South Korean cosmetics company, was an ardent globalizer. In its home market, AmorePacific had held off major multinational players such as L''Oreal and Estee Lauder and had engaged them in markets around the world, from France to China. The case discusses the company''s position and options in the Korean, French, U.S., and Chinese markets. To reach their aim to run one of the top 10 cosmetics companies in the world, with 4 billion in sales by 2015 (1.2 billion from outside Korea), company managers had to ensure that as a global company, AmorePacific amounted to more than the sum of its country parts--a challenge compounded by deep differences across countries. Related questions included: in which countries should AmorePacific focus invest resources and managerial emphasis and attention? How concerned should they be about the diversity of approaches being taken in the three major countries/regions? And what role did non-organic options--aquisitions or joint ventures--plan as a way of boosting international growth rates?

涵蓋領域：

Globalization;International operations;Advertising strategy;Marketing strategy;Market entry

相關資料：

Case Teaching Note, (5-711-474), 14p, by Pankaj Ghemawat, Steven A. Altman

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