Relaunching a global brand by a local subsidiary of a MNC for a specific distribution channel after an acquisition
The case of Vichy by L'Oréal Finland



Title:	Relaunching a global brand by a local subsidiary of a MNC for a specific distribution channel after an acquisition The case of Vichy by L'Oréal Finland
Author(s):	Ylinen, Eeva
Date:	2011
Language:	en
Pages:	102
Department:	Department of Management and International Business Johtamisen ja kansainvälisen liiketoiminnan laitos
Major/Subject:	International Business (Kansainvälinen liiketoiminta)
Keywords:	Launch, Relaunch, Brand, Distribution channel, Local subsidiary, Multinational company, Dermocosmetics
Controlled terms:	kansainväliset yhtiöt, international companies, tytäryhtiöt, subsidiary companies, brandit, brands, lanseeraus, launching, kosmetiikka, cosmetics, jakelutiet, distribution channels
Location:	P1 I \| Archive number: 12701 \| Archive
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Abstract: Relaunching a brand consists of several phases, starting from decision to relaunch and timing followed by implementing the strategic launch decisions mainly by the MNC. The local subsidiary implements most of the tactical decisions, concerning such as product, price, promotion and distribution.
Permanent link to this item: http://urn.fi/URN:NBN:fi:aalto-201201111237 Email this Export to RefWorks QR Code Print BibTex Tweet