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Case Study

Eris (A): Building a cosmetics brand in Poland

By Thomas W. Malnight and Anna Moncef

16 pages

December 2007

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Reference: IMD-3-1873

Irena Eris and Henryk Orfinger established their cosmetics company in 1983 in Poland, then still a communist country. Just 19 years later, in 2002, their business had grown from one employee and one product to 218 employees and 300 products. However it was still a small company in a highly competitive market, exposed to multinationals attacking from above and Polish low-cost producers from below. As the founders prepared for the 20th anniversary celebration the following year, they wondered what the future held in store for them. How could they ensure continued growth and success in the years to come?

Learning Objective

Learn how local companies can formulate effective strategies to compete with multinationals; how they can create a premium brand not only competing with price; how to build a unique culture that values job satisfaction, innovation, motivates employees and allows them to balance private and professional life?

Keywords

Brand Development, Branding, Culture, Growth, Organization, Post-communism, Private Company

Settings

Poland
1983-2002

Type

Field Research

Available Languages

English

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This case study is part of a series

Eris (A): Building a cosmetics brand in Poland
Eris (B): Rebranding and preparing the ground for expansion

This case study is part of a series

Eris (A): Building a cosmetics brand in Poland
Eris (B): Rebranding and preparing the ground for expansion

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