Tuesday, June 18, 2013

L'Oréal Masters Multiculturalism

HONG Hae-Jung, DOZ Yves L.
Harvard Business Review 91, 6 (2013) 114-119

The article profiles French cosmetics brand L'Oréal, which has expanded into an international beauty products business and earned increasing sales in 2013. L'Oréal's brand portfolio includes companies like The Body Shop, Giorgio Armani, and Shu Uemura, which allows it to appeal to a consumer base of many international customers. Topics include a discussion of L'Oréal's business strategy for managing multicultural businesses in over 130 countries, chief executive officer (CEO) Jean-Paul Agon's expansion plans, and a discussion of best practices for managing international employees. INSET: Emulating Multicultural Managers.