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

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Journal Title

Journal ISSN

Volume Title

School of Economics | Master's thesis

Authors

Date

2011

Department

Department of Management and International Business
Johtamisen ja kansainvälisen liiketoiminnan laitos

Major/Subject

International Business
Kansainvälinen liiketoiminta

Mcode

Degree programme

Language

en

Pages

102

Series

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.

Description

Keywords

Launch, Relaunch, Brand, Distribution channel, Local subsidiary, Multinational company, Dermocosmetics

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-201201111237

Collections

[gradu] Kauppakorkeakoulu / BIZ