Strategic Management
L’Oreal is the largest cosmetics group in the world, operating in 130 countries, offering 27 international brands, and employing 68,9000 people. Its sales accounted for €20.3 billion in 2011. The same year, 613 new patents were registered (L’Oreal, 2012a, p. 1). The company concentrates on strategic areas offering high technological value, i.e. hair colour, ... read more
8 pages
2400 words
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