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Aalto University School of Business Master's Theses are now in the Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Management and International Business | International Business | 2011
Thesis number: 12701
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: Ylinen, Eeva
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
Year: 2011  Language: eng
Department: Department of Management and International Business
Academic subject: International Business
Index terms: kansainväliset yhtiöt; international companies; tytäryhtiöt; subsidiary companies; brandit; brands; lanseeraus; launching; kosmetiikka; cosmetics; jakelutiet; distribution channels
Pages: 102
Key terms: Launch, Relaunch, Brand, Distribution channel, Local subsidiary, Multinational company, Dermocosmetics
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.
Master's theses are stored at Learning Centre in Otaniemi.