The Marketing Lessons Learned by Shiseido in China and The United States

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Conference Proceeding

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General Papers

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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?

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