Case Study

Eris (A): Building a cosmetics brand in Poland

16 pages
December 2007
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
Copyright
© 2007
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics