The B-case describes how Eris arrived at a new strategy, focused on raising their brand to a premium level and creating a new brand for the mass market. It also shows how the company professionalized their organization while sustaining its unique culture. There were still several open questions: How do you sustain a successful family culture while growing? Does the company need to enter new segments to keep up with competition in the mass market? How do you prepare for an international expansion? Which markets to choose and why?
Eris (A): Building a cosmetics brand in Poland
Summary
Irena Eris and Henryk Orfinger established their cosmetics company in 1983 in Poland, then still a communist country. Just 19 years later, in 2002,...
Reference
IMD-3-1873
Copyright
©2007
Copyright owner
IMD Copyright
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications
Eris (B): Rebranding and preparing the ground for expansion
Summary
The B-case describes how Eris arrived at a new strategy, focused on raising their brand to a premium level and creating a new brand for the mass ma...
Reference
IMD-3-1874
Copyright
©2007
Copyright owner
IMD Copyright
Available Languages
English
Contact
Research Information & Knowledge Hub for additional information on IMD publications