HBSP (USA)
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Herborist
Deighton, John; Kornfeld, Leora; He, Yanqun; Jiang, QingyunCase HBS-511051-EMarketingGlobal brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market. It must decide how to segment the market, how to position against global assurances of quality and purity, and how to balance its Chinese heritage claims with claims of modernity. The China skin care market is ...Starting at €8.20
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In China Pick Your Brand Name Carefully
Fetscherin, Marc; Alon, Ilan; Littrell, Romie; Chan, AllanArticle HBS-F1209C-EMarketingCompanies introducing a brand in China face special naming challenges because of the complexity of Chinese characters and pronunciations. The authors show four different approaches companies can take, favoring sound or meaning similarities, and describe the pros and cons of each.Starting at €8.20