L'Oréal (B): Locally adapting Elsève's global strategy

This is the second of a two-case series (501-011-1 and 501-012-1). The case study discusses the implementation of a global strategy in five different European markets -France, Germany, Italy, Spain and the UK- which are relevant to the case because they are the largest European markets, there are significant market and consumer differences between them, and L'Oreal and Elseve are in very different situations in each one of these markets. Case (B) is ideal for use in the closing session of a course in International Marketing or Global Marketing. Discussion would focus on how to implement global strategies in local markets and how to find a balance between global strategies and their adaptation to local markets and cultures. A video 'L'Oreal: A True Partnership' (501-011-3) is available to accompany the case series. There is a multimedia version of the case series that can be used instead of the paper version '501-011-0'.