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Shiseido in Europe (condensed version)

Author: Probert, Jocelyn ; Schütte, HellmutINSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1993. ; INSEAD Euro-Asia Centre (EAC) 1993.Language: EnglishDescription: 25 p.Type of document: INSEAD CaseAbstract: Case A describes Shiseido's international expansion, particularly into Europe. It looks at Shiseido's organization in Europe and the relationship between the European subsidiaries and the headquarters in Tokyo. Faced with global competition like Unilever and l'Oréal and without presence in the perfume business, Shiseido considers major moves. Case B: Shiseido establishes a separate perfume business in France with a new identity and a new factory, supplying the world. This requires organizational changes in TokyoPedagogical Objectives: International and entry strategy. Managing across borders and cultures. Organisational structures and networkings
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International and entry strategy. Managing across borders and cultures. Organisational structures and networkings

Case A describes Shiseido's international expansion, particularly into Europe. It looks at Shiseido's organization in Europe and the relationship between the European subsidiaries and the headquarters in Tokyo. Faced with global competition like Unilever and l'Oréal and without presence in the perfume business, Shiseido considers major moves. Case B: Shiseido establishes a separate perfume business in France with a new identity and a new factory, supplying the world. This requires organizational changes in Tokyo

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