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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.
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