The Marketing Lessons Learned by Shiseido in China and The United States
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
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?
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). Association of Marketing Theory and Practice Proceedings 2015. 32.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/32
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