Globalization Strategy

Saluting Innovation @ Estee Lauder

Saluting Innovation @ Estee Lauder

Saluting Innovation at Estee Lauder for their unique globalization strategy. They are tackling retail distribution in emerging markets where there is lighter competition for luxury goods. Estee Lauder sees their MAC brand as the key to emerging market growth due to its unrivaled popularity in India, Brazil, South Africa, and Turkey.