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| Author: | Oh, C. H. Rugman, A. M. |
| Title: | Regional sales of multinationals in the world cosmetics industry |
| Journal: | European Management Journal
2006 : APR-JUN, VOL 24:2-3, p. 163-173 |
| Index terms: | cosmetics industry regionalism multinational companies strategy |
| Freeterms: | regional strategy |
| Language: | eng |
| Abstract: | This article uses Rugman's work on regional strategy to examine the regional characteristics and strategies of multinational enterprises (MNEs) in the cosmetics industry. The paper uses two case studies to test the hypothesis that MNEs may asymmetrically develop their upstream and downstream firm specific advantages (FSAs). The results indicate that the downstream activities of the MNEs are home region based but that upstream activities are more so. In addition, the asymmetry of FSAs in the cosmetics industry is mostly due to the atypical Asian entry strategies of North American and West European cosmetics MNEs. |
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