Search Results - subject:"Offensive and defensive management"

L'Oreal finds worthwhile approaches to marketing : Cosmetics leader has proved highly adaptable for more than a century

In: Strategic Direction 29 (2013) 5, pp. 29-31

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments...

Persistent link: https://www.econbiz.de/10015010831

Mass market leadership and shampoo wars: the L'Oréal strategy

Tournois, Laurent - In: Journal of Business Strategy 34 (2012) 1, pp. 4-14

implications – The trade‐off between offensive and defensive management, involving whether managers are influenced by or influence … competitive mass markets. Originality/value – Prior discussions of offensive and defensive management approaches have remained … conditions. This case offers an initial investigation of offensive and defensive management. …

Persistent link: https://www.econbiz.de/10014845369