Describe the current global strategy for Estee Lauder and provide evidence about how the firm’s resources and competencies support the pressures regarding costs and local responsiveness. Describe entry modes they have usually used, and whether the modes are appropriate for the given strategy. Should the company go global? If so, what do they need to consider. If not, why?

Describe the current global strategy for Estee Lauder and provide evidence about how the firm’s resources and competencies support the pressures regarding costs and local responsiveness. Describe entry modes they have usually used, and whether the modes are appropriate for the given strategy. Should the company go global? If so, what do they need to consider. If not, why?

Contemporary Marketing

18th Edition

ISBN:9780357033777

Author:Louis E. Boone, David L. Kurtz

Publisher:Louis E. Boone, David L. Kurtz

Chapter8: Global Marketing

Section8.6: Determining A Market Entry Strategy

Problem 1LO

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