I love a roomRegarding channel selection in terms of local retail chains choice, policies for stores interested to sell the brand's products are developed centrally on the headquarter level and in all situations need to be fulfilled. However, the final decision has always a local representative. Similar flow was observed within marketing activities, which are both dispersed among the present countries but also mainly concentrated in the country of the brands ' origin, France (Chanel, Guerlain) or USA (La Mer). This study can determine that mostly media communication, including online media, is concentrated. On the other hand non-media communication such as promotion campaigns, outdoor events and PR activities are scattered across the countries, while each market is responsible for it locally. However, the headquarter needs to be pre informed or in Guerlain's case at least post informed. Pricing decision is mainly concentrated practice even though final customer reaching prices are calculated by representatives from and recommended to the online retailers. Value-chain activities thus seems to have a clear global placement within the companies as proposed by Porter (1986a), however, clear support for the proposition, P2a ' luxury cosmetic brands have concentrated value-chain activities within its business unit in the country of their origin ' was not found.
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