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What is Brand Portfolio Strategies in Cosmetics about?

This document discusses a research paper that examines brand portfolio strategies of four leading cosmetics companies. The research focuses on why companies develop or do not develop brand portfolio strategies and how brand portfolio management can create stronger competitive advantages. Through case studies and interviews, the research found that having multiple brands alone does not constitute a brand portfolio. Rather, a combination of brand ensemble and organizational factors are needed. The research va

Author

Sumedha Roy

Language

EN