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

摘要

The aim of this study is to investigate how do the luxury cosmetic companiesshape their global strategies. The Global Marketing Strategy model used in thispaper helps to investigate challenges companies face among their internationalmarkets and how do they endure their international prestige and exclusivity. Themultiple-case study is used to explore between cases and draw relevantconclusions. First part includes literature review and provides reader relevantbackground of the international marketing strategies and the luxury cosmeticindustry. Following second and third part of the paper focuses on the researchquestion, propositions development and methodology explanation. The final partpresents results of the conducted research in terms of analysis of gathered data,followed by discussion and drawn conclusion. Further research is suggested andlimitations are included.Key words: global marketing strategy, international marketing, luxury cosmeticbrands, luxury