Is it about money or marketing? : international marketing strategies in the luxury cosmetic industry : exploratory multiple case study of Chanel, Guerlain and La Mer
Master thesis
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Date
2014-02-12Metadata
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- Master of Science [1622]
Abstract
The aim of this study is to investigate how do the luxury cosmetic companies
shape their global strategies. The Global Marketing Strategy model used in this
paper helps to investigate challenges companies face among their international
markets and how do they endure their international prestige and exclusivity. The
multiple-case study is used to explore between cases and draw relevant
conclusions. First part includes literature review and provides reader relevant
background of the international marketing strategies and the luxury cosmetic
industry. Following second and third part of the paper focuses on the research
question, propositions development and methodology explanation. The final part
presents results of the conducted research in terms of analysis of gathered data,
followed by discussion and drawn conclusion. Further research is suggested and
limitations are included.
Key words: global marketing strategy, international marketing, luxury cosmetic
brands, luxury
Description
Masteroppgave (MSc) in Master of Science in International Management, Handelshøyskolen BI, 2014