This case was written with Haiyang Yang, INSEAD PhD 2013, who will join the Carey School of Management of John Hopkins University in July 2013.
This multimedia case study contains video interviews and television commercials which can be viewed at www.insead.edu/facultyresearch/loreal-china.
Instructors can order the case and teaching note from www.ecch.com. The teaching note contains the username and password that instructors will use to access a lot of additional information, including interviews of the Alexis Perakis-Valat, the CEO of L'Oréal China, Stéphane Wilmet, the General Manager of Yue Sai, Ronnie Liang, Yue Sai's marketing director, and interviews of consumers, retailers, and journalist about Yue Sai’s bold repositioning and its strong results. The website also contains an extensive PowerPoint presentation for instructors.
The case allows students to better understand the challenges of doing business in China, including how cultural beliefs and rising national pride influence Chinese consumers’ attitudes toward Chinese and Western luxury brands. It also addresses important general business dilemmas, such as (1) the need to adapt to local markets and (2) the trade-off between functional and lifestyle value propositions.
The case can be used in an undergraduate, MBA, or executive education course on marketing management, marketing strategy, brand management, international marketing, international business, or other related subject. A Chinese version of the case will be available shortly.
Enjoy the case!