L'OREAL STRATEGIC MANAGEMENT

The case presents L'Oréal's structure, strategy, culture and international human resources management at a global level. The L'Oréal case raises questions about the reasons for the company's exceptional and performance over a considerable period of time. It covers the strategic, organisational and cultural dimensions of the management of a major multinational company and offers an explanation based on coherence between the components of strategic management, the internal and external fit. L'Oréal's performance is explained by the existence of a L'Oréal management formula.
The case can be used as an occasional support during coursework or as an end-of-course exercise in synthesis or as a guiding thread in a management strategy course.

- To illustrate the concepts of specialisation versus diversification, competitive advantage, differentiation, organic versus external growth, matrix versus divisional structure, transverse versus multi-domestic or global organisation strategy, and region-centric versus ethnocentric, polycentric or geocentric relations between headquarters and subsidiaries in a globalised sector like cosmetics.
- To show the necessary links between strategy, structure, culture and man management / human resources management and to illustrate the importance of "managerial alignment".
- To provoke thought about how to strike a balance between globalisation / localisation, differentiation / integration, centralisation / decentralisation, brands / geographical zones.
- To stimulate comparison between the options of organic growth, external growth and alliances.
- To see how organisational and intercultural aspects are incorporated into strategy implementation, especially in the international management of human resources.
- To emphasise the coherence that exists in strategy shifts (national / global, specialisation / diversification) and structural changes (functional, divisional, matrix, multipolar).
- To highlight the place of a strong culture in the workings of a multinational group.

L'Oréal - Strategy - Culture - Organisation - Human Resources Management - Performance - Synergy - Skills - Resources - Globalisation - International - Intercultural - Cosmetics - Fit - Managerial alignment - Organisation chart - Structure - Key success factors - Differentiation - Informal - Organic growth - Internal growth - Alliance

- Initial and further training
- Masters, MBA, DESS, specialist post-graduate diplomas

Cosmetics

- Case based on data provided by L'Oréal and numerous in-depth interviews
- Contains many quotes from L'Oréal executives
- A dozen videos (in french) of interviews with L'Oréal executives
- Detailed teaching guide describing various ways in which the case study can be used in a course or seminar
- A very detailed PowerPoint presentation of the teaching guide (79 slides) which users can adapt and modify
- Many website references as sources of information
- Case update website

Année de la problématique : 2003

Livraison : Livraison par lien de téléchargement

Nombre de pages : 57 avec 4 page(s) annexe(s)

Code du secteur d'activité : 24 - Industrie chimique, pharmaceutique, parapharmaceutique