Publications
Publications
- September 1993 (Revised June 2009)
- HBS Case Collection
Mary Kay Cosmetics: Asian Market Entry (A)
By: John A. Quelch
Abstract
In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by 1992, international sales represented only 11% of the $1 billion total. In contrast, one of Mary Kay Cosmetics' U.S. competitors, Avon Products Inc., derived over 55% of its $3.6 billion sales (at wholesale prices) from international markets in 1992.
Keywords
Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia
Citation
Quelch, John A. "Mary Kay Cosmetics: Asian Market Entry (A)." Harvard Business School Case 594-023, September 1993. (Revised June 2009.)