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

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