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商品編號： 9-801-362 出版日期： 2001/02/07 作者姓名： Koehn, Nancy F. 商品類別： Entrepreneurship 商品規格： 44p 再版日期： 2002/02/27 地域： United States;New York 產業： Cosmetics 個案年度： 1946 - 2001
商品敘述：
Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder''s initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular attention to the period after World War II, when widespread socioeconomic shifts were altering women''s possibilities--perceptual and material. For Lauder, such shifts presented important business opportunities. Invites students to analyze how the entrepreneur exploited these opportunities by building quality products, a powerful brand, and a best-of-brand organization. Closes with a discussion of the other brands that Lauder and her colleagues created, those that it acquired in the 1990s, and the importance of specific organizational capabilities in sustaining market leadership in the global, intensely competitive market for prestige beauty products.
涵蓋領域：
Entrepreneurship;Innovation;Leadership;Market entry;Organizational change
相關資料：
Case Teaching Note, (5-801-370), 12p, by Nancy F. Koehn
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