Subject category:
Strategy and General Management
Published by:
INSEAD
Length: 24 pages
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https://casecent.re/p/9186
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Abstract
In the 1990's Shiseido created from scratch a very successful perfume business in France. This case summarizes its development, from the acquisition of beauty salons to learn about the market to the building of a new plant, through the creation of a new company and the launch of several designer brands. The relationship between fledging French operations and the Japanese home base is also described.
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Abstract
In the 1990's Shiseido created from scratch a very successful perfume business in France. This case summarizes its development, from the acquisition of beauty salons to learn about the market to the building of a new plant, through the creation of a new company and the launch of several designer brands. The relationship between fledging French operations and the Japanese home base is also described.