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

Abstract

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 and places the articles in context.

Findings

Companies operating in mass markets have to ask themselves lots of questions about the importance of innovation. Innovation is a key factor in encouraging growth but this always has to be balanced with the importance of satisfying existing consumer needs. In other words, a firm sometimes has to concentrate on adapting to market conditions, but sometimes it will seek to change those conditions.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

What is original/value of paper

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "L'Oreal finds worthwhile approaches to marketing: Cosmetics leader has proved highly adaptable for more than a century", Strategic Direction, Vol. 29 No. 5, pp. 29-31. https://doi.org/10.1108/02580541311316596