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Mary Kay Cosmetics: Asian Market Entry
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A 3 page paper assessing Mary Kay’s approach to expanding into China and Japan, using Harvard Case 9-594-023. The company appears to have arrived at the optimal blend of corporate control and individual freedom, from which marketing could be tailored to the needs and expectations of local markets. This approach supports the company’s efforts to prosper from the expansion, in that the company retains control over processes and quality, while allowing others who know the new markets much better to develop marketing methods more in keeping with local culture. Bibliography lists 6 sources.
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Pages:
3
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Filename:CC6_KSmgMKayA.rtf |
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Paper Title:
Mary Kay Cosmetics: Asian Market Entry
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