Entrepreneurship is becoming increasingly essential in this current era of the knowledge economy. It contributes to the innovation of products and services as well as improved processes. In the long-run, it can also improve the sustainability of the economy by depicting better efficiency and...

The case requires students to choose a positioning, communication and distribution strategy for Yue Sai, L’Oréal’s troubled Chinese luxury brand, by analyzing extensive information about the Chinese cosmetic market and the history of the brand. The case illustrates the challenges that even...