Shiseido France 1998

Published 02 Jul 2002
Reference 4934
Topic Strategy
Industry Cosmetics
Region Global
Summary

In the 1990’s 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.

Teaching objectives

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.

Keywords
  • INTERNATIONAL MANAGEMENT
  • INNOVATION
  • LUXURY
  • PRODUCT DEVELOPMENT
  • MARKET ENTRY
  • KNOWLEDGE MANAGEMENT
  • AR2002
  • RD0102
  • FRANCE
  • SHISEIDO