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The Beauty Ideal in Chinese Luxury Cosmetics: Adaptation Strategies of Western Companies

Author

Listed:
  • Tatjana Mihailovic

    (Dept. of Management, Università Ca' Foscari Venice)

  • Tiziano Vescovi

    (Dept. of Management, Università Ca' Foscari Venice)

  • Andrea Pontiggia

    (Dept. of Management, Università Ca' Foscari Venice)

Abstract

The aim of this paper is to determine if the standardization strategies, widely implemented by the luxury companies in international markets, can successuflly adopted in the Chinese Markets. In order to verify this statement, we analyse the luxury cosmetics industry in a market characterized by evident cultural differences. The cultural differences have been studied in term of beauty ideals and consumersÕ behavior and expectations. We study four western luxury cosmetics companies. Although the first moves were mainly shaped on replication and standardization, the cultural differences force the four western companies to transform their orientation towards adaptation. This finding was partially unexpected and suggests that for specific type of luxury products the adaptation and flexibility are required despite the drift to replicate the standardized marketing strategies. These results are consistent with those of other studies suggesting the need for a balanced approach of standardization and adaptation in managing the international strategies.

Suggested Citation

  • Tatjana Mihailovic & Tiziano Vescovi & Andrea Pontiggia, 2017. "The Beauty Ideal in Chinese Luxury Cosmetics: Adaptation Strategies of Western Companies," Working Papers 07, Department of Management, Università Ca' Foscari Venezia.
    • Handle: RePEc:vnm:wpdman:140
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    References listed on IDEAS

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    3. Jones, Geoffrey, 2011. "Beauty Imagined: A History of the Global Beauty Industry," OUP Catalogue, Oxford University Press, number 9780199639625.
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    More about this item

    Keywords

    Cross Cultural marketing; International management; Luxury marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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    This paper has been announced in the following NEP Reports:

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