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Case Questions:

Explain the role played by multicultural employees in helping L’Oreal’s product innovation strategies.

Why is L’Oreal expansion strategy focused on emerging rather than mature markets? What are the main pros and cons of this strategy?

Provide 3 examples that illustrate national culture differences in employee behaviors. Use the appropriate lingo in preparing your answer.


There is a one-page per question (double spaced Times New Roman 12) limitation for your answers. Answers must be supported with marketing concepts and theories. Citations from the case and reading materials in support of your answers are mandatory.

Case Reference

Henderson, Rebecca M. and Ryan Johnson (2012), “L’Oréal: Global Brand, Local Knowledge,” Pages 1-14. Harvard Business School. Product 9-311-118


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