商品敘述：

L''Or al, the world leader in beauty products, began to rethink its vision for the industry. The world was on the cusp of a digital future full of possibilities. For a company known for its consumer-pleasing beauty products and owner of some the world''s most iconic brands, this meant thinking about innovation in a different way. It would no longer mean only providing the best products but also continuously adapting the industry to market needs. Through a combination of goal setting, training and communication, the digital transformation began, first with efforts in marketing, sales and consumer outreach, but supply chain quickly moved to a prominent role in helping address questions about how digitalization would affect the company''s products and consumer expectations. Starting with a vision of the CEO, Jean-Paul Agon, the company found itself on a journey to challenge its culture, its approach and even what its value proposition was. Along the way, the supply chain became a force for bringing together the different functions of a large, complex organization to identify and implement new business models in the digital age that cut to the heart of the company''s operations.

涵蓋領域：

Business ethics;Digital transformation;Supply chain management

相關資料：

Case Teaching Note, (IM1190), 10p, by Richard Markoff, Ralf W. Seifert;
Video Short, (IMD69V), 0p, by Richard Markoff, Ralf W. Seifert

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