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商品編號： 9-805-086 出版日期： 2005/04/28 作者姓名： Jones, Geoffrey G.;Kiron, David;Dessain, Vincent;Sjoman, Anders 商品類別： Other 商品規格： 28p 再版日期： 2006/02/02 地域： United States 產業： Beauty and personal care 個案年度： 2004 - 2004
商品敘述：
Examines L''Oreal''s acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl''s, and their subsequent renewal and globalization. Reviews the history of L''Oreal, now the world''s largest cosmetics company, from its origins in France in 1907. The company entered the United States in 1953, and from 1990, expanded rapidly with the acquisition of U.S. brands, which were renewed and then taken international. Focuses on Kiehl''s--since 1851, a quirky New York luxury brand--which L''Oreal acquired in 2000 and is now expanding globally. Shows how L''Oreal developed a portfolio of U.S. and European brands that are now sold globally. Explores the corporate strategy and marketing challenges facing consumer products firms as they globalize and how acquisitions can facilitate globalization.
涵蓋領域：
Mergers and acquisitions;Brand management;Entrepreneurship;Globalization;International business;Strategy formulation
相關資料：
Case Teaching Note, (5-806-162), 18p, by Geoffrey G. Jones
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