In the 1990s 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.
To analyse how a company can learn new complex knowledge from a distant and different environment is a business with which it has little familiarity.
- INTERNATIONAL MANAGEMENT
- PRODUCT DEVELOPMENT
- MARKET ENTRY
- KNOWLEDGE MANAGEMENT