AMTP Proceedings 2015
The Marketing Lessons Learned by Shiseido in China and The United States
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
We, of course, live in a global marketplace, yet all too often we forget to think in local terms. Shiseido, the giant and highly successful cosmetics manufacturer and marketer from Japan, did not understand this simple proposition. They entered the United States market and failed. Yet, they entered the Chinese market and succeeded. What exactly did they learn along the way?
DOI
10.20429/amtp.2015.32
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Wellen, Paul M. and Marber, Allen, "The Marketing Lessons Learned by Shiseido in China and The United States" (2015). AMTP Proceedings 2015. 32.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/32
