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Bernd Beetz: Creating the New Coty
Jones, Geoffrey G.; Kiron, DavidCase HBS-808133-EEntrepreneurshipConsiders the creation of one of the world's largest beauty and fragrance companies by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. The case opens with the creation of a new Russian subsidiary in the wake of the global financial crisis, and examines how a virtually new company was created over the previous years. In 1990 the German consumer goods company Benkiser began acquiring fragrance and cosmetics brands with the intent of de...Starting at €8.20