AmorePacific: From Local to Global Beauty Harvard Case Solution & Analysis

Kyong Soo Bae, President and CEO of AmorePacific, a South Korean cosmetics company, was a staunch Globalizer. In its home market, AmorePacific spent the major multinational players such as L'Oreal and Estee Lauder and engaged them in markets around the world, from France to China. The case is considered the company's position and options for Korean, French, American and Chinese markets. To achieve its goal, to perform one of the top 10 cosmetic companies in the world, with 4 billion in sales in 2015 (1.2 billion outside of Korea), managers had to provide as a global company, AmorePacific was more than the sum of the parts of the country - a problem compounded by the profound differences between the countries. Related questions include: what countries need to focus AmorePacific invest resources and management attention and attention? How interested they should be about the diversity of approaches in three main countries / regions? And what part of inorganic options - acquisitions or joint ventures - the plan as a way to increase the international growth "Hide
by Pankaj Ghemawat, David Kiron, Carin-Isabel Knoop Source: Harvard Business School 27 pages. Publication Date: September 26, 2005. Prod. #: 706411-PDF-ENG

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