L’Oréal’s approach to the market expansion in the other countries changed over the years. The company used to rely on own brands, but later it realized that it could become a global company if it acquired the foreign brands and made them available in the other countries. When L’Oréal bought several American brands, it achieved many important business objectives. First of all, it gained access to the large American market. Secondly, L’Oréal started to use these brands to attract the very diverse customers in terms of culture, origin, income, etc. Thirdly, the ...
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