Simplified Chinese language
Subject category:
Strategy and General Management
Published by:
China Europe International Business School
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Abstract
This is a Simplified Chinese version. Henkel considered using a salon brand Syoss to enter the Chinese retail mass market. Syoss was introduced from Japan to Europe and proved successful in Henkel's major European markets. But will its launch in China be successful confronting strong international competitors in the hair care? This case discusses issues such as MNC global strategy and local adaptation, the MNC's moves from the premium market to the mass market, marketing and branding.
Subject category:
Strategy and General Management
Published by:
China Europe International Business School
About
Abstract
This is a Simplified Chinese version. Henkel considered using a salon brand Syoss to enter the Chinese retail mass market. Syoss was introduced from Japan to Europe and proved successful in Henkel's major European markets. But will its launch in China be successful confronting strong international competitors in the hair care? This case discusses issues such as MNC global strategy and local adaptation, the MNC's moves from the premium market to the mass market, marketing and branding.
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Subject category:
Strategy and General Management
Published by:
China Europe International Business School