Shiseido: Switching From Defensive To Offensive Business Strategy



The multi-billion dollar Japanese cosmetic market is led by local brands that are also double up as multinational beauty companies. Major players include Shiseido Company, Ltd (OTCPK:SSDOY) Kao Corporation (OTCPK:KAOCF), KOSÉ Corporation (OTCPK:KSRYYOTCPK:PORBFOTCPK:FACYF

Declining annual advertisement expenses in Japan


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