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Is it about money or marketing? : international marketing strategies in the luxury cosmetic industry : exploratory multiple case study of Chanel, Guerlain and La Mer

Ivančová, Andrea
Master thesis
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URI
http://hdl.handle.net/11250/95135
Date
2014-02-12
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  • Master of Science [1116]
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

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