Shiseido in Europe (B) - The Case Centre

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Case

Reference no. 394-079-1

Subject category: Strategy and General Management

Authors: Jane Probert; Hellmut Schutte

Published by: INSEAD

Published in: 1994

Length: 11 pages

Data source: Field research

Share a link: https://casecent.re/p/8784

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Abstract

This follows-on from the (A) case. Shiseido establishes a separate perfume business in France with a new identity and a new factory, supplying the world. This requires organisational changes in Tokyo.

Location:

Europe

Industry:

Cosmetics

Size:

USD3 billion

Other setting(s):

1991-1993