Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 27 pages
Data source: Field research
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Abstract
Case (A) describes Shiseido's international expansion, particularly into Europe. It looks at Shiseido's organisation in Europe and the relationship between the European subsidiaries and the headquarters in Tokyo. Faced with global competition like Unilever and L'Oreal and without presence in the perfume business, Shiseido considers major moves. The (B) case continues and 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.
Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 23 pages
Data source: Field research
Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 11 pages
Data source: Field research
About
Abstract
Case (A) describes Shiseido's international expansion, particularly into Europe. It looks at Shiseido's organisation in Europe and the relationship between the European subsidiaries and the headquarters in Tokyo. Faced with global competition like Unilever and L'Oreal and without presence in the perfume business, Shiseido considers major moves. The (B) case continues and 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.
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Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 23 pages
Data source: Field research
Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 11 pages
Data source: Field research